Manager, Field Marketing, Burger King, US Midwest

Restaurant Brands International•Miami, FL

3d•Onsite

About The Position

The Manager, Field Marketing, BK, US Midwest is directly responsible for supporting and growing franchisees’ sales, traffic, and profitability by planning and executing effective regional marketing plans. This role involves adjusting and tailoring the National Marketing Calendar to each of the different DMAs by leveraging local insights, cultural moments, and guest preferences, resonating with both existing and new customer bases and ensuring BK is meeting their Marketing KPIs. The role also aids in the execution of national marketing campaigns and provides execution support to local market tests. The main clients are BURGER KING® franchisees and their operating teams, and the role works closely with the rest of the Marketing Team, Digital, Technology, and the Division field team, including Franchisee Business Partners, General Managers, and Operations Partners.

Requirements

Team oriented, collaborative & culturally aligned
Sales driven & Profit smart (business acumen)
Exercises good judgment & decision making
Internally motivated & trustworthy
Problem solver, analytical, curious, detailed & process oriented
Data-driven and Results oriented
Self-starter, extremely organized and able to manage multiple priorities (great project management)
Effective written and verbal communication, to include formal presentations and the ability to prepare and present to franchisees on a regular basis and senior leadership on an occasional basis
Ability to establish goals and convert plans into action
Excellent communication skills (both verbal and written)
Ability to persuade and influence others, regardless of their title or seniority
Ability to interface and maintain excellent professional relationships with a variety of audiences to include franchise partners, ad agencies, local marketing vendors, internal corporate functions, and senior leadership.

Responsibilities

Develops and sets local compelling marketing strategies and oversees impactful regional campaigns to meet the unique needs of each market or region, including specific marketing objectives (Sales, Traffic, New Guests, ROI & Brand Loyalty goals)
Identify designated market area gaps and create strategy to increase market share presence
Identify and establish partnerships with local businesses, community organizations, and event sponsors to enhance brand visibility and create community connections. Collaborate on joint marketing efforts and co-branding opportunities that bring mutual value.
Serves as a brand ambassador by identifying and executing brand opportunities around each unit within the assigned territory.
Plans LSM for assigned territory.
Ensures marketing activities and sales are in alignment with Corporate Brand strategic goals.
Research media opportunities (outdoor billboards, media-based sponsorships, etc.) and makes recommendations on engagement of such opportunities based on territory needs.
Responsible for an annual budget (amount TBD) for assigned division and fulfillment responsibilities.
Project Manages cross-functional teams when developing those marketing strategies, ensuring flawless and successful deployment, along with a post-mortem analysis
Uses aligned to ROI methodologies to measure the effectiveness of marketing plans and recommend adjustments as needed
Influences franchisee sales and profitability by making data-driven recommendations across all product and sales channel categories, including MO&P and Delivery (both 1P and 3P)
Works closely with the BURGER KING® US Field team and Franchisees to ensure successful execution of brand programs including new product/promotion rollouts
Owns the onboarding and execution of digital sales channels within the South division, including third-party delivery, mobile app ordering, kiosks, and exterior digital menu boards
Provides Execution support for Market Tests (on demand)
Supports the analysis of promotions, marketing programs, and new product introductions and effectively measures their success to help gain greater understanding of local sales, traffic, and profitability.
Provides reporting and business/trend analysis allowing performance analytics team and franchisees to make profit-maximizing decisions
Adds to franchisees’, team’s, and the brand’s understanding of regional and individual restaurant sales and traffic-driving tactics