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Senior Marketing Manager

4 weeks ago

Glendale, Arizona, United States DineEquity Full time
Job Description

The Flip'd Marketing Manager is a critical role for IHOP's new fast casual brand, Flip'd. This hands-on manager will support and manage brand, menu, promotional and local marketing, digital including website and app, communications, and CRM/loyalty.

The manager will also serve as the brand champion in cascading information and will be responsible for successfully garnering franchisee support for national initiatives.

This individual creates and implements local and DMA-level marketing and media plans designed to drive profitable traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans.


This new Manager will collaborate closely with teams across Marketing, Culinary, Operations, Training, Finance, IT and Development to execute marketing plans that drive awareness and generate revenue.

The Manager must possess the ability to develop data-driven marketing strategy and foster strong franchisee partnerships that drive profitable sales and traffic growth.

Responsibilities:
  • Implement and execute strategic marketing plans, in collaboration with the Director, that help drive brand awareness, trial and engagement.
  • Develop and present data-driven business cases to facilitate DMA-level investment spending as appropriate, and manage resulting co-op marketing budgets to ensure optimization of funds.
  • Perform analysis of the competitive environment to determine benchmarks against key competitors locally for product, price and promotion.
  • Oversee spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation.
  • Execute incremental projects and initiatives, as assigned by Director, Flip'd Brand & Field Marketing and other executive members of the IHOP Brand Team.
Requirements:
  • MBA preferred. Bachelor's degree required. Minimum 7-10 years of relevant experience in field marketing, or corporate marketing role.
  • Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance, and other relevant metrics.
  • Prior experience in search, digital + performance marketing, and project management preferred.
  • Ability to independently analyze Region, DMA, and restaurant-level performance metrics in the development of strategic marketing plans for sell-in and implementation.
  • Highly proficient in the presentation of complex information in small, medium, and large group settings.
  • Ability to lead franchisees and other stakeholders to desired outcome.
  • Proven ability to lead and influence stakeholders at various levels within an organization.
  • Excellent project management skills and the ability to work cross-functionally in the completion of assigned tasks, within established deadlines.
  • Must be self-motivated, with the ability to work independently and manage time effectively.
  • Functional understanding of restaurant operations, and P&L management.
  • Must be willing and able to travel up to 30% of time annually.