Primarily accountable for reflecting the brand ambition/positioning/architecture in all elements of communication/marketing programs across all channels.
Orchestrates, aligns, and influences Franchise organizations around the Annual Operating Plan and long term 5 yr plan.
Responsible for managing and orchestrating Franchisee Advisory Council meetings, activities, plans, etc.
Leads strategic development of brand marketing plan and calendar to increase brand relevance, drive profitable sales, increase visitation, and create interest/excitement for the brand.
Develops long range brand goals and objectives for domestic markets.
Leads development of analysis of marketing programs and adjusts strategy and tactics to increase effectiveness.
Develops and implements marketing and advertising strategies based on promotion, brand, and menu objectives.
Monitors and analyzes performance of marketing initiatives for continual optimization.
Provides strategic direction and maintains execution cadence for key national agencies.
Brand Marketing
Partners with cross-functional department leaders to ensure brand promise is delivered to all consumers (multi-channel)
Provides strategic leadership and executional direction to the Franchise Marketing team.
Collaborates with the Channels and International teams to approve marketing materials across the channels, build the brand, and increase revenue.
Creates the national marketing calendar, including annual core pillars, key new product initiatives, system-wide promotions, and programs to increase sales.
Accountable for ensuring national and local funds generate ROI above category benchmarks.
Executes all marketing aspects of the brand’s technology programs, in alignment with the frameworks of Shared Services (e.g., Digital marketing, Loyalty program, digital menu boards, online and mobile ordering program, etc.).
Partners with the marketing and creative teams to create marketing elements (e.g., media, digital, social, etc.) and local/franchisee
Collaborates with the brand team and Shared Services to plan and conduct consumer and market research to identify opportunities for increased sales.
Develops, manages, and has financial responsibility for the national brand marketing/advertising budget, oversees the planning and execution of the national marketing budget, and provides strategic direction for local marketing dollars.
Plans the Ad Fund based on the centralized Ad Fund tool and is accountable to make sure all fees and invoices are allocated to the correct cost center with the Ad Fund tool, limiting any deviation between planned expense and actual.
Product Development
Partners with menu management/ culinary team members to lead the development of the consumer focused menu strategy, including menu platform development, product launches and/or Food Event Development.
Oversees the culinary team to test and introduce new products, build existing menu platforms, and ensure quality.
Collaborates with the international team on menu innovation.
Builds and Directs a High Functioning Team
Recognizes and plans for inter-dependencies associated with Restaurant level execution of marketing and menu programs.
Able to instill in team members the need for collaboration across Brand disciplines and Focus departments.
Holds others accountable for conducting business in a legal and ethical manner while complying with policies, laws, and regulations related to business and employment.
Oversees people processes and programs across the team to ensure talent for current and future needs by providing operational, functional, and technical leadership.
Attracts, retains, and develops highly effective professionals and support staff.
Cultivates a bench of leadership and talent to deliver results and support future growth.
Determines work methods and directs the work of associates.
Drives the establishment of performance goals and provides on-going feedback, coaching, and development to enhance the team’s performance and capability, to facilitate open communication, and to encourage continuous performance improvement.
Evaluates and determines the hiring, promotion, salary recommendations, and all employment-related decisions.
Identifies individual and team skill gaps, developmental areas, and opportunities (e.g., training, special assignments, projects, etc.) to advance individual and team capability.
Recognizes initiative, innovation, and work well done to create a positive work environment of excellence.
Job Summary
Auntie Anne’s is the country’s largest pretzel brand with over 1100 domestic locations generating over $700 million in revenue with a mission to grow and strengthen our place as a leading snack brand by serving the world’s most iconic pretzels & drinks while delivering excellent guest service, value, and love for our community. The VP, Marketing is the senior marketing leader for the brand, developing and executing marketing strategies and programs to enable continued brand growth and profitability across multiple channels. The position focuses on increasing brand relevance, growing brand engagement and driving traffic to in-store and off-premise channels. The VP, Marketing inspires the organization by identifying consumer opportunities and rallying the organization to address both long and short term opportunities through sharpened positioning of the brand as well as focused innovation. He/She serves as the expert on actionable consumer insights and the development of consumer focused strategies and tactical plans that drive sales and traffic momentum. The role will is accountable for calendaring the annual consumer plan to achieve sales, traffic and EBITDA objectives and is also accountable for developing strong cross functional teams across Ops and Marketing to ensure high levels of execution. The VP, Marketing will provide requirements for demand generation tools as well as lead the brand level execution of demand generation capabilities developed by Shared Services.
Work Location
Fixed Hybrid-Atlanta
Required for All Jobs
Alternate Posting Locations
Education
Bachelor’s Degree, Business, marketing, communications, advertising, or other related field of study , Pref
Work Experience
More than 15 years, Experience in marketing or advertising, Pref
4-7 years, Experience in leadership, Pref
Experience in successfully managing multiple agencies including a national media agency, Pref
Retail, franchisee, restaurant, food, beverage, and/or international experience, Pref
Skills & Abilities
Strong Knowledge of national and local traditional and digital media planning and buying
Ability to develop and align strategic marketing and advertising plans with brand objectives
Ability to communicate complex concepts in clear concise language; to demonstrate active listening while engaging others; and to establish, implement, and clearly communicate strategies that align with business needs and objectives to gain buy-in from stakeholder
Ability to develop and maintain positive business relationships (e.g, senior management, stakeholders, other departments, etc.) and foster an environment of mutual respect, understanding, trust, and support
Ability to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines; and to understand the most effective and efficient means to accomplish tasks within the parameters of the organizational structure, processes, systems, and policies
Ability to assess situations, provide counsel, and identify solutions that resolve challenges/issues, while considering the best interests of all parties; to develop and implement short and long-term solutions; and to apply effective problem solving and decision-making to address business needs and issues
Ability to mentor, motivate, and guide staff toward achieving goals; to drive accountability, to provide ongoing, thoughtful, constructive feedback effectively; and to recognize a job well done