Senior Brand Marketing Manager
5 days ago
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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