The Director, National and Regional Brand Marketing plays a critical role in both leading and transforming the way Sonic goes to market. This individual’s responsibilities will be two-fold.
- They will lead the team that creates, builds consensus around and executes the national promotional calendar. They will uncover and leverage the consumer insights that drive the creation of the calendar and ensure that it balances profitability and traffic-driving initiatives. In this capacity they will work with teams that span the full ecosystem of the brand, including menu and culinary innovation, delivery and digital experience, loyalty, promotions, ecommerce, supply chain and pricing.
- This individual will also lead the brand’s push toward a more regional strategy, allowing for bespoke marketing plans and initiatives that exist in tandem with national plans. This is a new approach for the brand, and the individual in this role will lead the transformation. They will be responsible for identifying regional opportunities, evaluating their potential impact, building business cases, executing, and evaluating program effectiveness. Because this regional approach is new to the organization, the Director should be comfortable managing through some level of ambiguity, as they will be shaping how this regional strategy comes to life.
Responsibilities:
- Collaborate with cross-functional teams, including Brand Experience (BX), Integrated Marketing Communications (IMC), Field Marketing, Operations, and Data & Analytics (D&A), to drive national and regional plans.
- Determine size-of-prize and develop business cases for potential regional projects to establish prioritization.
- Lead meetings with, and gain alignment from, brand leaders on strategic regional projects.
- Leverage insights from consumer trends and data to develop regional marketing plans.
- Lead the team, developing talent and supporting career growth for direct reports.
- Establish KPIs and success metrics for all projects and evaluate program effectiveness.
Requirements:
- 4 Year Degree in Marketing or Business related field (MBA Preferred)
- 7+ Years of Experience in marketing, consulting, strategy or a related field
- 3+ Years of Experience in QSR, retail or hospitality, with preference for regional or multi-market marketing
- Ability to build a strategic story leveraging data and business expertise.
- Ability to lead and influence others, including senior brand leaders and cross-functional partners.
- Excellent oral and written communication skills across all levels of the organization.
- High degree of flexibility and ability to embrace a very fluid environment and culture.
- Ability to balance multiple priorities and meet project deadlines.
- Strong skills in Microsoft Office products, especially Excel and PowerPoint.
- Experience designing and reading in-market tests (test/control, incrementality) to size and evaluate regional programs.
- Demonstrated success developing and coaching direct reports.
Inspire is a multi-brand restaurant company whose portfolio includes more than 33,300 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide. We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.
