Arby's

About Arby's

 

Country:

United States

Postal Code:

30301

Approximate Salary:

Not Specified

Associate Manager, Field Marketing

Arby's - Atlanta, Georgia

Posted: 08/28/2018

PURPOSE OF THE POSITION:

To increase ARG sales and profits through local marketing leadership and support

 

KEY RESPONSIBILITIES:

 

LOCAL RESTAURANT and FRANCHISE MARKETING

  • Develop System marketing strategy to support new and remodeled restaurants from pre-construction through post-opening.
    • Create the Company Marketing plans to support Grand Openings.
    • Generate alignment and buy-in with stakeholders of approved marketing plans.
    • Guide Field Marketing Coordinators on Plan execution.
    • Analyze and report business results on an ongoing basis and steward plan accordingly, and proactively recommending changes as needed based on results.

 

  • Develop Local Restaurant Marketing (LRM) tactics to support competitive "blunting", down store sales and community outreach.
    • LRM Creative Management.
    • LRM Portal Stewardship.
    • Assist in providing LRM direction and education to company ops and franchise partners.

 

  • Work with Promotional Swag Vendor on maintaining arbysswag.com.
    • Choose Promotional Products to support Arby's and Inspire.
    • Monitor inventory movement.
    • Work with Creative team to approve new product designs.

 

  • Serve as the primary contact for a portfolio of Non-Media and Small Co-Op Franchisees.
    • Guide Franchisees in support of National Promotional Calendar through local activation.
    • Generate program alignment and buy-in with key stakeholders (e.g. franchise operations, franchisees, agencies) of approved marketing plans.

 

COMMUNICATION

  • Grand Openings
    • Act as primary contact for remodel/new restaurant marketing plans for ARG Ops Teams
    • Ensure all facets of marketing plans are communicated in a timely and accurate manner to all key stakeholders.
    • Advise Franchise Partners on Grand Opening Strategy and best practices.
    • Steward the Roadmap to Revitalization Guide Marketing section.

 

  • Local Restaurant Marketing
    • Communicate quarterly LRM initiatives to the system.
    • Field calls and requests from reps and vendors seeking local marketing contact.

 

  • Promotional Swag
    • Communicate to System new products or sale items available via arbysswag.com.
    • Work with Corporate Communications on Pop-up Shop Opportunities.

 

  • Franchise Support
    • Build and maintain relationships with franchisees in order to effectively facilitate two-way communications between brand and system.
    • Ensure local and national programs are supported and executed in assigned DMAs, through on time and accurate store level communications, e.g. Marketing Updates.
    • Serve as primary liaison between Franchisee and Marketing Department, elevating one-off programs through the appropriate approval channels.

 

 

BUDGET MANAGEMENT

  • Maintain budget for local Grand Opening plans.
  • Reconcile spend amount each period and complete variance explanation for any discrepancies versus ARG plan.
  • Process Invoices.

 

ANALYSIS & INSIGHTS

  • Analyze New and Remodeled Restaurant's Sales Activity to ensure sales goals are being achieved.
  • Analyze specific restaurants sales and traffic to feed local marketing plan ideation.
  • Be aware of local competitive activity and marketing tactics.
  • Keep abreast of the latest local media/marketing tactics.

 

 

 

TRAINING & SUPPORT

  • Conduct market visits to assess market conditions and gain local market knowledge to help feed marketing plan development.
  • Conduct marketing training classes as needed.
  • Participate in Operations meeting/activity to educate, inform and build relationships.
  • Develop indirect reports such as Marketing Coordinators in order to ensure their success and add value to the organization.

 

EDUCATION QUALIFICATIONS:

  • Preferred Bachelor's Degree in Business/Marketing

EXPERIENCE QUALIFICATION:

  • 3+ years of field marketing or related marketing experience

REQUIRED KNOWLEDGE, SKILLS or ABILITIES:

  • Proficient in Excel, Word and PowerPoint
  • Written and verbal presentation skills
  • Strong organizational/prioritization skills and attention to detail
  • Ability to communicate well and work cross-functionally

 

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