Brand Marketing Manager

6 days ago

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

We are seeking a highly skilled Brand Marketing Manager to lead our marketing innovation and activation strategy. This role will be responsible for driving, influencing, leading, and consulting through marketing initiatives and the 4D Process (Discover, Dream, Design, Deliver).

Key Responsibilities
  • Develop and execute marketing calendars to achieve sales and transaction goals around new innovation 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.
Requirements
  • 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.
  • QSR or related industry experience is a plus.
  • Demonstrated record of driving successful, high-impact brand strategies, understanding consumer behavior and market trends leading to impactful marketing initiatives.
Preferred Qualifications
  • Demonstrated experience implementing executing, driving, and measuring results across all marketing channels.
  • Experience leading advertising, media, and/or public relations agencies.
  • Ability to establish and maintain vendor relationships.
  • Ability to read, write, and interpret complex reports, documents, and correspondence.
  • Ability to effectively communicate with internal and external business partners.
  • Ability to prioritize and plan work assignments and work under pressure of frequent and tight deadlines.
  • High level of proficiency with technology including Microsoft Office Suite applications, customized database applications, and internet research tools.
  • Adept at managing and prioritizing competing time-sensitive requests while working well in a team atmosphere that may be under pressure.
  • Ability to exercise independent judgment on matters of significance to the company.

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