Senior Brand Marketing Manager

5 days ago

Glendale, California, United States DineEquity Full time
Senior Manager, Brand Marketing

A key member of the IHOP restaurant brand marketing team, the Senior Manager, Brand Marketing is responsible for large revenue, complex product and menu-related projects.

Key Responsibilities:

  • Leads assigned projects/categories, including large revenue, complex projects, platforms, media supported tests, 3rd party partnerships, advertised campaigns, and priority categories of high sales PMIX.
  • Plans, develops, tests, and implements new products/initiatives.
  • Serves as primary point of contact and content expert.
  • Develops and gains alignment on success criteria.
  • Proactively seeks out information from others outside of immediate team to improve projects.
  • Develops new product concepts, initial product names and positioning.
  • Manages brainstorming of new menu items and platforms.
  • Determines feasibility including strategic/operational fit, uniqueness, market size, ease of communication, motivation, and price value.
  • Sets and drives to deliver clear, realistic project priorities, expectations, milestones, and timelines in partnership with PMI; communicates these to all stakeholders.
  • Leads cross-functional team to implement - managing time and resources efficiently; delegating to cross-functional team as needed.
  • Reviews materials to maintain accuracy/consistency.
  • Analyzes performance and makes quality decisions and fact-based recommendations based on approved success criteria - balancing timeliness with data collection and stakeholder input, exercising reasonable consideration of both risk and reward when exploring opportunities.
  • Updates project performance to leadership, cross-functional team, and franchisees.
  • Responsible for system-wide rollouts.
  • Develops creative briefs with a clear key message and effectively presents to agencies.
  • Partners with creative marketing and agencies on creative materials to ensure key messages are pulled through.
  • Manages inventory planning in partnership with supply chain team.
  • Manages product improvements and cost-savings opportunities.
  • Leads team and provides coaching and guidance to marketing managers.
  • Performs other responsibilities, as needed.

Leadership:

  • Develops strong cross-functional relationships and is respected as a leader and subject matter expert internally and externally.
  • Able to effectively influence to achieve mutual business success.
  • Takes initiative to stay one step ahead of decisions and communication.
  • Able to answer questions or seek out information in a timely manner.
  • Understands the importance of being nimble and can quickly pivot self and team, if a project is directed differently by leadership.
  • Supports positive partnerships the franchise community and with key vendors.

Business Maturity:

  • Looks for opportunities for innovation and demonstrates the confidence to recommend ideas, considering risks, benefits, and potential outcomes.
  • Demonstrates accountability by identifying, addressing, and elevating issues quickly and effectively.
  • Monitors business performance and clearly conveys an understanding of the strengths and weaknesses of the business and/or function and how this might impact their objectives.

Executive Presence:

  • Able to present projects with clarity and enthusiasm to the cross-functional team, leadership & franchisees.

Learning Acumen:

  • Consistently looks for opportunities to improve.
  • Leverages lessons learned; reflects, learns, adjusts, and improves.

Requirements:

  • College degree required; MBA preferred.
  • 5+ years brand, category or product management experience in a national chain restaurant, agency, or consumer products goods (CPG) environment required.
  • Exceptional planning and project management skills required; ability to manage multiple projects of complex scope.
  • Franchise experience preferred.
  • Experience leading a team of direct reports.
  • Demonstrable knowledge of tactical planning and analytical evaluation.
  • Ability to prioritize, problem-solve and respond quickly to changes in direction.
  • Excellent customer service, ability to establish strong working relationships with internal/external partners and lead cross-functional team.
  • Strong organization and attention to detail.
  • Strategic thinker with strong negotiation, presentation, and written/verbal communication skills.
  • Proficient in Microsoft Office.

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