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VP – Marketing Innovation – Applebee’s
| Company | Dine Brands Global |
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| Location | Pasadena, CA, USA |
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| Salary | $250000 – $275000 |
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| Type | Full-Time |
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| Degrees | Bachelor’s |
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| Experience Level | Senior, Expert or higher |
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Requirements
- 12 + years of experience and a undergraduate degree (MBA preferred)
- Prior Experience/Previous Positions related to current position: Menu/Product development, experience in Brand Marketing (ideally in consumer-packaged goods classical Marketing) specifically experience in leading major advertising campaigns within complex matrix organizations, and understanding the role of field marketing in a franchise environment
- Excel at building relationships
- Excellent at leading strategic menu and marketing efforts
- Experience in multi-media/integrated advertising programs, including digital
- Relentless focus on connecting advertising efforts with business performance and ROI, and skilled at communicating impact across the organization, especially with franchisees
- Experience managing and influencing multiple stakeholders
- Ability to manage effectively amid ambiguity
- History of identifying paradigm-changing strategies for menu and brand in a matrix organization
- Ability to lead and inspire an organization, cross-functional teams, and agency partners
- “Gravitas” and experience gaining the confidence of senior management
- Highly detail-driven, solution-oriented, and analytical mindset
- Excellent problem-solving and critical thinking skills
- Desire to learn and grow within a fast-paced, constantly changing work environment
Responsibilities
- Develop and execute the overall Applebee’s brand and marketing promotions strategy, including oversight of the brand calendar, value strategy, new strategic approaches for value, and promotion partners, such as the NFL and all communications content
- Manage a team responsible for developing calendar promotions, identifying key menu trends and new products, and restaurant merchandising
- Oversight of field support team and the gift card program
- Responsible for menu strategy, process, and execution
- Lead the franchise marketing committee, meeting at least once per month and twice per year in person
- Oversee and manage the national advertising fund budget
- Establish a data driven analytics and reporting structure to develop strategy and educate leaders on how marketing drives traffic
- Ensure high-quality creative products through management of agency partnerships, focusing on expense efficiency
- Lead and develop team members by creating and communicating a clear vision for advertising for the business
- Stay current with emerging menu and marketing technologies and trends
Preferred Qualifications
No preferred qualifications provided.
