Brand Experience Manager - Buffalo Wild Wings

Inspire • Atlanta, GA

2d

About The Position

The Manager, Brand Experience & Growth Platforms is responsible for developing and executing growth-driving brand initiatives across Buffalo Wild Wings GO core focus to drive off-premise business for total brand. This role leads the strategic planning, activation, and optimization of key traffic-driving platforms including value architecture, daypart programs, digital merchandising, catering, marketplace initiatives, and menu innovation. This individual serves as the connective tissue between Brand, Operations, Analytics, Technology, Customer Marketing, and Franchise teams to ensure ideas are translated into scalable programs that drive guest acquisition, frequency, and profitability.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 4–7 years of experience in: Brand Marketing, Category Management, Consumer Marketing, Digital Commerce, Restaurant Marketing.
• Strong project management and cross-functional leadership capabilities.
• Experience analyzing performance data and generating actionable recommendations.
• Exceptional communication and presentation skills.

Nice To Haves

• Restaurant, QSR, retail, or consumer-packaged goods experience.
• Experience managing value programs or promotional calendars.
• Familiarity with: Power BI, Digital Merchandising, Marketplace Ecosystems, Consumer Insights.

Responsibilities

• Own the development and execution of key GO growth platforms.
• Build annual roadmaps for: Lunch, Late Night, Bundles & Value, Catering, New Occasion Development.
• Identify new traffic-driving opportunities informed by consumer insights and competitive trends.
• Lead test-and-learn pilots with clear success criteria and scaling recommendations.
• Support development of menu innovation platforms.
• Partner with Culinary and Finance to evaluate performance, profitability, and guest demand.
• Develop value architecture that balances: Trial, Frequency, Check growth, Margin protection.
• Manage promotional offers, bundles, and limited-time programs.
• Own the guest experience across: Marketplace platforms, Digital ordering channels, Catering channels.
• Partner with UX and Product teams to enhance: Merchandising, Conversion, Discoverability, Attachment opportunities.
• Establish merchandising standards and digital best practices.
• Develop and execute integrated programs tied to sports, cultural moments, and key business priorities.
• Coordinate cross-functional launch planning.
• Lead briefing and execution processes across: Brand Experience, Analytics, Operations, Customer Marketing, Technology, Franchise teams.
• Establish KPIs for all programs.
• Partner with Data & Analytics to: Evaluate results, Identify learnings, Recommend optimization opportunities.
• Develop executive-ready performance recaps and business cases.
• Partner with Field Marketing and Franchise Operations teams to ensure successful execution.
• Create scalable playbooks, launch materials, and communication plans.
• Gather franchisee feedback and translate insights into future program improvements.
• Own business results.
• Build annual growth roadmap.
• Lead innovation pipeline.
• Prioritize investment opportunities.
• Develop business cases.
• Guide cross-functional teams to outcomes.
• Responsible for: Lunch platform, Late-night platform, Future snack/afternoon platforms.
• Responsible for: Fighter Bundles, Everyday value, Entry price strategy, Bundle innovation.
• Responsible for: ezCater, First-party catering, Occasion development.
• Responsible for: Marketplace merchandising, App/web merchandising partnership, Conversion optimization.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level