Local Marketing Manager West - California

Wingstop•United States,

9h•Hybrid

About The Position

As the Field Marketing Manager for the West Region - California, you are the regional marketing strategist and subject-matter expert responsible for translating enterprise priorities, market dynamics, and Restaurant-level opportunities into focused plans that build brand awareness, increase customer engagement, and drive sales and transaction growth. You will work at the intersection of Marketing, Operations, Restaurants, Brand Partners, and local communities. You are accountable for both the quality of the strategy and the effectiveness of its in-market execution, helping transform local marketing into a market-facing growth engine with measurable business impact.

Requirements

A bachelor’s degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and directly relevant experience
Strong interpersonal and relationship-building skills, with the ability to support Brand Partners, Operations leaders, and cross-functional teams
Five or more years of progressive experience in Marketing, Field Marketing, or a directly relevant field
Quick Service Restaurant marketing experience; restaurant, retail, or Brand Partner-operated system experience is preferred
A self-starter mindset and the ability to thrive in a fast-paced, ambiguous environment
Strong analytical skills and experience interpreting business performance, consumer insights, media results, and market-level data
Advanced proficiency with Microsoft Excel and PowerPoint and experience with Power BI or comparable reporting and data-visualization tools
Strong presentation, facilitation, negotiation, and written communication skills
Experience planning and negotiating sponsorships, including agreements, activation, relationship management, and impact assessment

Responsibilities

Own and deliver annual market and Restaurant-level marketing plans for the West Region - California, including objectives, audiences, strategies, tactics, investment recommendations, performance measures, and clear roles for execution; re-evaluate priorities quarterly.
Act as the market expert by maintaining a current understanding of demographics, Restaurant trade areas, traffic drivers, competition, cultural dynamics, community needs, and other factors that may affect Restaurant performance.
Use sales, transactions, channel, media, consumer, competitive, and Restaurant-level insights to diagnose business challenges, identify growth opportunities, and translate findings into actionable recommendations.
Partner with Operations leadership and Brand Partners to establish market-level goals and integrated action plans that improve comparable sales, transactions, frequency, brand relevance, and Restaurant performance.
Prioritize resources and marketing investments based on business opportunity, expected impact, operational readiness, and alignment with the broader brand strategy.
Lead regional execution of national campaigns, ensuring plans are locally relevant, operationally achievable, on brand, and supported by clear communication and implementation tools.
Develop high-impact local programs that may include media, community engagement, cultural moments, partnerships, influencers, catering, promotions, and Local Store Marketing initiatives.
Collaborate with Media and Brand Partners to implement local media support for existing Restaurants and New Restaurant Openings, evaluate results, and optimize investment to drive positive transaction growth.
Serve as a strategic marketing advisor to Brand Partners, guiding market strategy, local investment decisions, and long-term growth planning while maintaining appropriate decision rights and brand standards.
Build trusted relationships with Brand Partners and field Operations leaders through business reviews, market visits, planning sessions, and clear follow-through on agreed actions.
Serve as a brand ambassador and primary marketing contact for community partners, building relationships that keep Wingstop top of mind and strengthen relevance within priority trade areas.
Source, evaluate, negotiate, and manage local partnerships and sponsorships in accordance with approved processes, contractual requirements, brand standards, and expected business value.
Manage, support, and track all New Restaurant Openings in West Region - California, including market-entry strategy, media plans, Local Store Marketing initiatives, Grand Openings, pre-opening awareness, on-site opening support, and post-opening sustainment.
Identify underperforming markets and priority Restaurants, then develop focused recovery strategies with Operations and Brand Partners; monitor progress and adjust plans as conditions change.
Collaborate with Operations, Media, Delivery, Consumer Insights, Development, FP&A, Digital, CRM, Brand, Communications, and Restaurant Technology to support the strategic vision and drive regional growth.
Prepare regular communications, business reviews, and presentations for Brand Partners and Operations leadership, including Period and Quarterly Sales Performance, marketing activity, business impact, key learnings, risks, and recommended actions.
Lead test-and-learn initiatives, document outcomes, and use findings to optimize current plans, inform future investment decisions, and scale successful local programs.
Spend meaningful time in markets and Restaurants to observe execution, understand Restaurant realities, connect with communities, strengthen partner relationships, and uncover opportunities not visible in reporting alone.
Champion Wingstop brand standards and marketing philosophies while adapting strategy appropriately to local market needs.

Benefits

Unlimited paid time off for exempt employees
One paid volunteer day of your choice
Competitive bonus structure for eligible roles
Team member stock purchase plan
Health savings or flexible spending account options
401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)
Comprehensive medical, dental, and vision benefits
Basic life and AD&D insurance provided
Pet insurance
Education Assistance
Wellness reimbursement program
Paid maternity and paternity leave
Lunch provided every Tuesday and Thursday in office
Discount on Wingstop gift cards
Onsite game room