Director of Retail & Field Marketing

BIGGBY COFFEE Home Office•East Lansing, MI

2d•$95,321 - $158,868•Hybrid

About The Position

The Director of Retail & Field Marketing is responsible for driving system-wide marketing performance through best-in-class execution of innovation and promotional initiatives, co-op and market-level activation and grand opening programs across a franchise system. This role serves as the critical bridge between brand strategy and in-store execution—ensuring that marketing initiatives translate into consistent, high-impact experiences that drive traffic, sales, and franchisee success. The Director leads a team responsible for Selling Season execution, Co-Op relationship management and activation, and grand opening activation – while identifying opportunities to strengthen market-level support across the system through scalable tools, targeted initiatives and partnership with field teams.

Requirements

Bachelor’s degree in business, communications, marketing, or related field required
Minimum of 8 years of professional marketing experience, with demonstrated competence in digital marketing, social media marketing, and content marketing.
Proven experience leading multi-unit or franchise marketing strategies
Experience managing co-op advertising funds and working with franchisee groups
Experience leading integrated marketing campaigns across digital, in-store, and local channels
Experience managing agency partners and cross-functional initiatives
Experience leading and developing marketing teams
Ability to manage and administer 3rd party vendors or agencies, if applicable.
Ability to organize, interpret and explain customer data.
Ability to maintain discretion with confidential information.
Proven ability to work within budgetary guidelines
Strong communication skills and comfortable with public speaking
Ability to analyze data and prepare meaningful reports
Excellent interpersonal, written, and oral communication skills including public speaking ability
Ability to excel in a remote work environment, both independently and as a member of a team
Ability to manage stress and conflicts in a work setting
Ability to drive a collaborative and inclusive culture
Ability to develop and execute system-wide marketing strategy aligned to business growth goals
Ability to lead and influence franchisees and co-op groups without direct authority
Strong financial and analytical skills, including managing budgets and evaluating marketing ROI
Ability to balance brand integrity with local market flexibility
Strong leadership and team development capabilities
Ability to operate at both strategic and tactical levels
Strong communication and presentation skills, particularly with franchisees and leadership
Ability to manage complexity across multiple markets, stakeholders, and priorities
Ability to lift up to 20 lbs occasionally and/or up to 10 lbs frequently
Prolonged periods of seated work
Reliable internet and setting to perform job remotely
Requires occasional travel to Home Office in East Lansing, MI or other locations/events as assigned

Nice To Haves

Experience working in or with a franchise system highly preferred
Experience working in or with a QSR highly preferred
Experience managing remote teams preferred
Franchisee or franchisor experience preferred
Strong copywriting skills
High competence in digital marketing, social media marketing, and content marketing
Hands-on experience with CRM software and project management software
Proficient in MS Office Suite
Deep understanding of franchise marketing models, including co-op structures and governance
Strong knowledge of QSR or retail marketing, including traffic-driving tactics and promotional calendars
Understanding of media planning, budgeting, and ROI measurement
Knowledge of local store marketing (LSM) strategies and franchisee engagement
Familiarity with digital marketing channels (paid media, CRM, social, web) and how they drive in-store traffic
Understanding of brand management and consistency across a distributed system

Responsibilities

Strategy & System Performance Ownership Define and lead the go-to-market approach for all Selling Seasons and evergreen promotional initiatives, ensuring alignment with brand strategy and business goals Establish system-wide standards for promotional execution, merchandising, and in-store activation Ensure marketing initiatives drive measurable impact on traffic, sales, and guest engagement Identify opportunities to improve performance across underperforming markets, emerging regions, and key growth areas
Market Support, Co-Op & Franchise Integration Oversee co-op and market-level activation strategies, ensuring alignment with national campaigns while enabling local flexibility within brand standards Provide leadership and oversight for Co-Op engagement, and grand opening marketing, enduring the right level of support is deployed based on business needs. Partner with Area Representatives and Franchise Business Coaches, to identify opportunities in underperforming, emerging or highly competitive markets and deploy targeted marketing support. Guide the development of scalable tools, frameworks and extensions that enable effective local activation across both Co-Ops and non-Co-Op markets. Ensure franchise owners, Co-Op leaders and field partners (ARs/FBCs) have clear communication, tools and visibility to support successful execution
Selling Season Performance & Evolution Own the overall performance of Selling Seasons across the system, ensuring initiatives drive traffic, sales, and franchisee engagement Establish clear standards for execution quality, merchandising effectiveness, and promotional clarity to maximize in-store conversion Ensure strong processes are in place for evaluating Selling Season performance and capturing actionable insights Leverage performance insights and recommendations to set direction, prioritize improvements, and evolve future Selling Seasons Provide direction and priorities to the Retail Marketing Manager to improve execution quality, simplify complexity, and increase franchisee adoption
Team Leadership & Development Lead, coach, and develop a team of marketing professionals across retail execution, local marketing, and grand openings Set clear priorities, workflows, and performance expectations to ensure focus and accountability Build team capabilities in retail merchandising, franchise marketing, and execution excellence
Performance Measurement & Optimization Oversee evolution of frameworks for evaluating Selling Season and local marketing performance (sales, traffic, participation, execution quality, etc.) Translate data and field feedback into actionable insights and continuous improvement Identify gaps in execution and implement solutions to improve consistency and impact across the system.
Cross-Functional Leadership Ensure strategic alignment across Brand, Creative, Digital, Operations, Supply Chain, Training, Brains, and Build/Store Development teams to support successful execution of marketing initiatives Partner with senior leaders across functions to integrate marketing into key business processes, including grand openings and market development Provide guidance and escalation support to resolve cross-functional challenges and remove barriers to execution Ensure team is aligned on priorities, timelines, and expectations, while empowering managers to lead day-to-day coordination
Grand Opening Excellence Ensure grand opening marketing strategies, standards, and playbooks are clearly defined and consistently executed Partner with Operations, Build and Store Development leadership to embed grand opening marketing into broader launch readiness processes Monitor performance and identify opportunities to improve early store sales and awareness

Benefits

10 days of vacation days as a new hire. Vacation days will then increase with your tenure.
9 Sick Days, 5 Floating Holidays, and 3 Volunteer Days per calendar year.
13 Company-Paid holidays per year.
A paid sabbatical after every 5 years of employment.
Family Care Plan (maternity/paternity)
Bereavement days
ST/LT disability
401K w/ employer match (up to 4%)
Tuition Reimbursement
$100,000 company-paid life insurance
medical, dental, & vision insurance
remote office set-up bonus
a fixed monthly allotment
flexible scheduling
discounted pet insurance
discounted BIGGBY® merchandise
discounted college tuition through select universities