Regional Marketing Manager – Northeast

Based in Glendale, California, Dine Brands Global, Inc. (NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee’s Neighborhood Grill + Bar®, IHOP® and Fuzzy’s Taco Shop® brands. With over 3,500 restaurants combined in 16 countries and 388 franchisees as of December 5, 2022, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company’s website located at www.dinebrands.com.

The Regional Marketing Manager must possess the ability to develop data-driven marketing strategy and foster strong franchisee partnerships that drive positive sales and traffic growth. Serves as the brand champion in cascading information pertaining to national marketing strategic plans and is responsible for successfully garnering franchisee support for national initiatives. Additionally, this individual independently and in collaboration with the Senior Regional Marketing Manager creates and implements DMA-level marketing and media plans designed to drive traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans. The Regional Marketing Manager works collaboratively as part of an integrated Regional Team.

Responsibilities:

• Leads and develops strategic regional business plans in collaboration with the Regional Business Director for up to 25 or more designated markets consisting of up to 150 restaurants
• Provides marketing leadership and expertise to assigned franchisees in the development of multi-channel, DMA and trade area marketing strategies and tactics designed to drive sales and traffic
• Develops and presents data driven business cases to facilitate DMA-level investment spending as appropriate, and manages resulting co-op marketing budgets to ensure optimization of funds
• Works in partnership with national and local media agencies to develop local media plans that may consist of digital, print, radio, tv, outdoor and social media
• Plans and leads co-op meetings to communicate brand and DMA-level strategies and secures support for upcoming marketing initiatives. Process includes a combination of in-person and virtual meetings.
• Regularly conducts market visits in assigned DMAs with the goal of capturing competitive, operational and trade area insights critical to developing comprehensive local marketing plans
• Serves as a communication liaison between IHOP Brand Team, franchisees, and other key stakeholders, with the objective of cascading new information, capturing co-op votes and securing test partners
• Oversees spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation
• Executes incremental projects and initiatives, as assigned by the Executive Director of Field Marketing, Senior Regional Marketing Manager, Regional Business Director and other executive members of the IHOP Brand Team
• Follows company policies, upholds professional standards, and performs all work in a manner that is respectful of others

Skills & Requirements:

• Bachelor’s degree required
• Minimum 5-7 years of relevant experience in field marketing, or corporate marketing role. Chain restaurant marketing experience preferred, but not required.
• Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance, and other relevant metrics
• 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 40% of time annually
• Salary Range: $100,000-$110,000

Equal Employment Opportunity Statement

Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.

Read Full Description