Focus Brands LLC
VP, Performance & Digital Marketing
Atlanta, GA | $214K - $395K
Qualifications
- Bachelor's Degree required;
- 4-7 years' experience in leadership, Retail, franchisee, restaurant, food, beverage, and/or international experience
- Analytical
- Utilizes fact-based decision-making and drives business plans through the interpretation of data
- Commercial & Operations Acumen
- Understands the factors that drive performance with a proven track record of success leading marketing efforts in a matrix environment
- Drives Execution or Execution Orientation
- Demonstrates a strategic mindset with the ability to develop and act on clear and methodical plans to influence outcomes and drive business objectives
- Demonstrates self-awareness, and acceptance of others' contributions/ideas, while being open to new ideas
- Seeks to understand before being understood
- Ability to inspire and motivate others to see and execute the vision
- Maintains a high level of performance and recovers quickly from setbacks
Responsibilities
- Marketing Budget (Ad Fund) Planning & Optimization
- Concept, implement and lead the annual and quarterly Ad Fund planning process, rooted in quarterly & monthly measurable business objectives, allocated appropriately across the full funnel to achieve those objectives, employing best practice ratios including media/production and upsell/traffic, and based on past marketing effectiveness measurement
- Collaborate with head of marketing for each Brand (VPM's) in support of effective budgets
- Marketing Effectiveness: Marketing lead, in partnership with Analytics & VP Finance, to continually improve the strategic framework and KPIs measuring holistic performance, as well as driving action based on learnings to adapt marketing strategy across brands
- Data Science, Marketing Technology & Digital Enablement-Marketing Partnership
- Marketing partner to technology/digital team leaders, developing marketing vision and leading brands to transform marketing to leverage these new capabilities to build the brand and the business
- Omni-Channel 1P Customer Segmented Marketing Planning
- Collaborative process to leverage data driven behavioral customer segments to deliver targeted messages across media, digital properties, and other owned channels
- Partner with SVP Digital & Marketing Technology, VP of Digital and other teams to champion and deliver industry-leading marketing-tech practices across the entire marketing ecosystem including dynamic creative optimization, personalized experience, and closed-loop test/learn
- Media Strategy, Planning & Effectiveness
- Lead full-funnel media strategy in partnership with Sr Director Media & Strategy (direct report) and their team, including developing new capabilities in performance media and further deepening usage of 1P customer data in media
- Lead the teams to define and enable the strategy and execution of media micro-moments across the customer journey when customers are most receptive to a specific message, ensuring message/offer is aligned with consumer media behaviors to maximize ROI
- Employ continual creative test & learn strategy
- Lead the team to cultivate strategy and relationship with key direct partners in the Media & affiliate space, collaborating with enterprise partnership engine, and defining measurable balanced scorecards for each
- Data driven, digitally savvy Marketing leader passionate about building a performance culture based on analytic test / learn strategies which over time inform the optimal marketing mix and customer journey
- Working with all 7 iconic Brands in the portfolio, champion and develop a culture of marketing performance and effectiveness and lead the development of marketing strategies to maximize Focus Brands' investment in media, data science and marketing technology, working with the teams across the organization
- Educate and inspire adoption of full-funnel marketing best practices, informed by data and analytics
- Lead the development of strategies to leverage data driven behavioral customer segments across media, digital properties, and other owned channels - ensuring the right message, at the right time to increase loyalty and brand affinity
- Recognizes the behaviors and needs of consumers and customers to drive outcomes
- Demonstrates a track record of fostering innovation and acting quickly in response to internal and external perspectives
- Displays tenacity when encountering challenges and obstacles
- Ability to lead and cultivate highly effective teams
Benefits
- Maximize growth through best practices, focused plans, and test / learn agenda
- 10,001+ employees
- Retail, Hospitality, Food and Beverage, Restaurant, retail, Fast Food, hospitality, Franchising, Franchise, restaurant
- Privately Held
- Atlanta, GA
- Company Specialties:
Food, Smoothies, Icecream, Pretzels, Sandwiches, Cinnamon Rolls, Burritos, Snacks, and Franchise
Company information
Atlanta-based Focus Brands® is a leading developer of global multi-channel foodservice brands. As of December 25, 2022, Focus Brands, through its affiliate brands, is the franchisor and operator of more than 6,600 restaurants, cafes, ice cream shoppes, and bakeries in all 50 states and over 60 countries and territories under the Auntie Anne’s®, Carvel®, Cinnabon®, Jamba®, Moe’s Southwest Grill®, McAlister’s Deli®, and Schlotzsky’s® brand names, as well as the Seattle’s Best Coffee® brand on certain military bases and in certain international markets. Please visit www.focusbrands.com to learn more. As a leading developer of iconic food-service brands around the globe, we know our company is only as strong as our people. And that’s why we’re committed to providing our associates with a work environment that encourages and supports innovation, collaboration, and fun! From our unique family culture to our focus on personal development, a career with Focus Brands is anything but ordinary. We rely on the unique attributes and experiences each of our associates has to offer, we remain focused on providing every individual with continuous opportunities to grow their skills, develop their talents, and unlock their potential as part of a collaborative and supportive team. We’re unleashing the power of our brands with the passion of our people – and we want you to join us!
