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Brand Marketing Manager

2 months ago

Costa Mesa, California, United States El Pollo Loco Full time

Job Summary:

The Brand Marketing Manager leads the marketing innovation and activation strategy, around new product platforms, by working cross-functionally and directing the creative agency relationship. This strategic leader will drive, influence, lead and consult through marketing initiatives and the 4D Process (Discover, Dream, Design, Deliver).

Key Responsibilities:

  • Develop and execute a comprehensive marketing calendar to achieve sales and revenue goals around new product platforms, with a focus on competitive innovation.
  • Manage the creative agency's execution of merchandising initiatives and other brand activation initiatives.
  • Create vision and strategies for world-class, relevant, data-driven marketing campaigns and programs resulting in increased topline company sales.
  • Implement brand strategy, build distinctive creative briefs, and new product innovation to establish a 1–2-year pipeline of consumer-driven ideas.
  • Work with current vendors and new supply partners on building out a 2–3-year dessert strategy.
  • Responsible for delivering new brand insights and innovations for products/offers using the 4D process, from concept to launch.
  • Unlock growth opportunities into new category entry points resulting in increased sales, positive brand awareness, and consumer sentiment.
  • Develop go-to-market plans for new products, promotions, and other calendar initiatives including strategy and naming.
  • Lead communication strategy for new products in assigned area, including with operations and franchise partners, as well as in the media.
  • Promote new products/offers to key stakeholder groups, including franchisees, department leaders and franchise business directors.
  • Partner with the VP, Marketing and Director, Business Insights & Customer Service to project program results, determine coupon discounts, identify success criteria/opportunities, and conceive new program concepts, providing data-based analysis and strategic recommendations.
  • Develop and implement marketing strategies for new projects, menu changes, special menus, remodels, and rebranding campaigns.
  • Other activities, duties or responsibilities that are assigned by your supervisor.

Qualifications:

Bachelor's degree required; business degree preferred. Master's degree in business preferred. A minimum of five or more years of marketing, traditional and non-traditional brand management, or strategy planning experience. Demonstrated record of driving successful, high-impact brand strategies, understanding consumer behavior and market trends leading to impactful marketing initiatives.

Possess and maintain a valid driver's license.

About Our Company:

El Pollo Loco is a leading fast-casual restaurant chain with over 490 locations across 7 states. We are committed to providing our customers with fresh and innovative L.A. Mex cuisine, from our famous family dinners to Mexican entrees. Our company values innovation, customer satisfaction, and employee development.