Brand Success Manager - Briad Travel Centers

BLH Management Group, LLC•Watertown, NY

14d•$70,000 - $85,000•Hybrid

About The Position

The Brand Success Manager is a multi-unit manager and the primary brand representative for 1–3 assigned QSR brands within the BLH Travel Center Group portfolio. Assigned brands may include, but are not limited to, Jimmy John’s, Papa Johns, Taco Bell, Buffalo Wild Wings GO, Dunkin’, Circle K, and Wendy’s, based on business needs, experience, and brand expertise. This role is responsible for understanding, implementing, and championing each assigned brand beyond day-to-day operations, including brand standards, training, new product and limited-time-offer (LTO) launches, marketing initiatives, evaluations, and ongoing brand development. The Brand Success Manager is not assigned to a dedicated store location. Instead, this role travels between and provides support to all BLH Travel Center locations where their assigned brands operate. Regular travel between locations is an essential part of the position, with the frequency and duration of visits based on business needs, brand requirements, training schedules, store performance, launches, evaluations, and other priorities. The Brand Success Manager partners closely with Store-Level Managers, the Director of Operations for Travel Centers, and respective brand representatives to ensure each assigned brand is represented professionally, consistently, and successfully across all locations. The Brand Success Manager serves as a subject matter expert, trainer, coach, and brand advocate. The role requires a strong presence in the field, with regular time spent at locations during new openings, training periods, marketing initiatives, LTO and product launches, evaluations, and other key brand activities. The initial goal of the position is to build strong brand expertise, develop capable teams, maintain brand standards, and create sustainable brand success at the store level. The long-term goal of the Brand Success Manager is to become a recognized brand and training expert for assigned concepts. This includes completion of applicable brand certifications and development of advanced expertise in brand training, standards, evaluations, product launches, and ongoing brand development. As the BLH Travel Center Group portfolio grows, the position is expected to evolve into a key resource for developing and delivering manager and team training across locations.

Requirements

Strong Communication & Organization – Exceptional communicator who can clearly translate brand requirements into actionable expectations while effectively managing multiple priorities.
Brand Expertise & Ownership – Demonstrated ability and willingness to become deeply knowledgeable in assigned brands and serve as the go-to internal brand expert and representative.
Training & Development Mindset – Strong training mentality with the ability to teach, coach, evaluate, and develop others while building sustainable training practices.
Professionalism & Brand Pride – Represents the company and assigned brands with professionalism, confidence, enthusiasm, and pride.
Field Leadership – Comfortable spending significant time in locations, observing operations, coaching teams, supporting openings, and leading launches and initiatives.
Evaluation & Accountability – Ability to conduct self-evaluations, identify gaps, develop action plans, and follow through until standards are met.
Project Management – Ability to manage product launches, LTOs, marketing initiatives, training programs, evaluations, Task Force assignments, and other brand projects.
Adaptability & Problem Solving – Flexible, proactive, and able to respond effectively to changing priorities and field needs.
Relationship Building – Builds strong working relationships with brand representatives, Operations leadership, GMs, and store-level teams.

Responsibilities

Serve as the primary above-store brand representative for 1–3 assigned brands.
Develop and maintain a deep understanding of each assigned brand, including standards, products, procedures, training requirements, marketing programs, LTOs, new product initiatives, and brand expectations.
Serve as the internal subject matter expert and go-to resource for assigned brands.
Translate brand requirements and expectations into clear, actionable direction for field teams.
Represent assigned brands with professionalism, enthusiasm, ownership, and pride.
Build strong relationships with brand representatives and communicate brand updates, developments, opportunities, and concerns to company leadership.
Stay current on brand changes and proactively communicate updates to operational teams.
Complete and maintain all required brand training and certifications, with the long-term goal of becoming a certified training expert for assigned brands.
Develop and deliver effective training programs, hands-on training, simulations, refreshers, and coaching for GMs, AMs, Shift Supervisors, and team members.
Establish a strong training culture across assigned locations and reinforce accountability for training completion and effectiveness.
Support the development of training materials, tools, checklists, and processes that reinforce brand standards and operational consistency.
Evaluate training effectiveness and identify opportunities for continued development and improvement.
Develop the capability to lead manager training at BLH Travel Center locations as locations become available to host training programs.
Lead brand self-evaluations and support locations in preparing for formal brand inspections and evaluations.
Monitor compliance with brand standards, including product quality, service, cleanliness, execution, guest experience, and operational procedures.
Identify gaps and partner with Store-Level Managers and Operational Directors to establish corrective action plans.
Follow up consistently to ensure identified issues are resolved and improvements are sustained.
Maintain organized records of evaluations, action plans, follow-up items, and completed improvements.
Use evaluation results and field observations to identify trends and opportunities for improvement.
Lead the execution and training associated with new product introductions, LTOs, menu changes, marketing initiatives, and other brand programs.
Coordinate ordering and organization of required products, materials, signage, and launch components.
Communicate launch requirements, timelines, marketing components, and operational expectations clearly and consistently.
Coordinate with operations to ensure teams are properly trained and locations are prepared before launch dates.
Provide hands-on field support during key launches to observe execution, coach teams, and troubleshoot issues.
Conduct post-launch follow-up to evaluate execution and identify opportunities for improvement.
Provide brand leadership and support during new store openings, including pre-opening preparation, training, simulations, and Grand Opening execution.
Be present for key opening milestones and provide hands-on brand support until the team demonstrates readiness and consistency.
Partner with Operations leadership and Store-Level Managers to ensure assigned brands are launch-ready and operating to brand standards.
Provide ongoing above-store field support based on business needs, performance opportunities, evaluations, launches, and other brand initiatives.
Provide hands-on store-level support when GMs, AMs, or other key leaders are on vacation, leave, or otherwise unavailable.
Support daily operations, team execution, training, brand standards, and guest experience during leadership absences.
Work alongside store teams to identify and address operational needs while maintaining consistency and accountability.
Demonstrate exceptional written and verbal communication skills and communicate effectively with all levels of the organization.
Maintain a highly organized approach to calendars, training schedules, launch timelines, evaluations, projects, and follow-up items.
Proactively communicate priorities, challenges, deadlines, and progress to Operational Directors, company leadership, and brand representatives.
Manage multiple brands, locations, projects, and competing priorities effectively.
Build trust through consistent ownership, accountability, and follow-through.