Brand Channels Manager

Atlanta, GA, United States

Essential Functions

Digital Channels Digital Content:

Collaborate with creative, public relations, social media, local marketing, Customer

Engagement, operations and franchisees to deliver a best-in-class digital channels experience that drives sales, in partnership with the Digital Team.

Develop relevant marketing programs to tell the brand story in a digital environment.

Digital Channels

Co-lead and manage the execution of owned brand channels, initiatives and updates including CRM (email, push, rich messaging, SMS, etc.), website, online ordering, and future mobile app and loyalty program, manage overall development of creative approval, messaging, in deployment in partnership with customer engagement team.

Manage ongoing loyalty planning and offer deployment coordination, aligning with brand strategy goals and objectives to drive sales, customer retention, frequency, and customer life-time value.

Drive sales, customer retention, frequency and value through successful creation and execution of digital marketing campaigns. Adhering to GTM process in partnership with Brand Marketing Director.

Co-lead and manage the execution of owned brand channels, initiatives and updates including CRM (email, push, rich messaging, SMS, etc.), website, online ordering, and future mobile app and loyalty program, manage overall development of creative approval, messaging, and deployment in partnership with customer engagement team.

Manage ongoing loyalty planning and offer deployment coordination, aligning with brand strategy goals and objectives to drive sales, customer retention, frequency, and customer life-time value.

Drive sales, customer retention, frequency and value through successful creation and execution of digital marketing campaigns. Adhering to GTM process in partnership with Brand Marketing Director.

Franchisee Support:

Provide new store opening support and onboarding for franchisees for all brand channels (online ordering, loyalty, 3PD, etc.) as needed, in partnership with enterprise and field teams.

Manage and update local restaurant listings and landing pages as needed, through enterprise partnership with Yext

Delivery & Off Premise:

Manage brand delivery channels, sales tracking, planning, and execution (1PD, 3PD).

Develop, implement, and maintain strategies that support adoption of multiple 3PD vendors within restaurants to maintain and grow sales.

Plan and execute delivery campaigns and promotions that align with brand goals and overarching brand campaign objectives.

Delivery Marketing & Innovation Steward delivery innovation projects through state-gate process.

Partner with cross-functional team on execution of delivery catering innovation and in-market tests, as needed

Partner with supply chain & ops on cost analysis of products and packaging changes

Planning, Performance & Tracking Provide planning and budgetary management for areas of responsibility.

Evaluate customer research, market conditions and competitor data.

Reviews new technologies and keeps the company at the forefront of developments in off premise and digital marketing. Suggesting new optimization methods to applicable teams (Category, Enterprise, Brands, etc.) to improve Guest Experience.

Ensures smooth operation for all tools and applications.

Measures ROI and KPIs associated with all projects and long-term brand plan. Tracking performance for all Brand Channels (online ordering, loyalty, 3PD, etc.) and campaigns via regular reporting to Brand leadership, franchisees, and cross-functional business partners.

Relationship Management Build effective working relationships with franchisees and vendors to translate franchisees' needs into action.

Establish and maintain trust and credibility with franchisees, vendors, and cross-functional marketing/operations/technology teams.

Maintain vendor relationships to manage expectations (e.g., high level of service, accountability, etc.), to provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives.

Develop, communicate & present materials to support Field team & franchisees as it relates to off-premises initiatives, as well as demand generation, acquisition & loyalty driven efforts for digital campaigns.

Job Summary

The Brand Channel Manager provides expertise to drive off premise, demand generation and digital marketing efforts to achieve the brand's business objectives. This position collaborates with cross functional teams to ensure a consistent execution across digital marketing platforms and assess business and technology needs for CRM/Loyalty program implementation. He/She/They manages the implementation of off premise initiatives including first and third-party order & delivery and digital marketing programs, and analyzes their effectiveness. This position also provides key insights to build and maintain additional revenue growth opportunities through digital channels. The position reports to the Brand Marketing Director and contributes to the development and dissemination of off-premise strategy to the brand team and cross-functional teams.

Education Bachelor's Degree, Business Administration with an emphasis on marketing or project management (Preferred)

Work Experience 5+ years of any combination of experience and/or education in marketing, marketing technology, demand generation, business administration, e-commerce, off premise sales or related field (Required)

Retail, restaurant, hospitality, food or beverage experience (Preferred)

Experience working with digital platforms (Punchh, Cheetah, Yext) and off premise delivery vendors preferred (OLO, UberEats, DoorDash or other).

Experience working with catering platforms a plus (Monkey Media, EzCater).

Skills & Abilities Strong project management skills with ability to drive projects and/or campaigns forward to completion while remaining highly organized and detail-oriented

Data driven and can support decisions with insights and analytics

Results oriented with ability to translate strategy and business objectives into actionable plans and measurements

Ability to work well under pressure with meeting deadlines in a high-volume environment

Comprehends technology concepts and can access and translate effectively across multiple teams

Communication skills that create positive impact and engagement (written, verbal and presentations).

Ability to anticipate and respond to the needs of stakeholders (e.g., internal and external customers, etc.) in a timely manner

Ability to create program goals, messaging, communication, and overall event plans

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

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