MANAGER, LOCAL STORE MARKETING

El Pollo Loco•Costa Mesa, CA

25d•Hybrid

About The Position

The Manager, Field Marketing is responsible for leading the company's Field Marketing strategy, developing and executing marketing campaigns that drive traffic and sales to our local stores and new store openings. The ideal candidate will be a strategic thinker and strong project manager with a deep understanding of local market dynamics to deliver marketing programs that drive sales and elevate the El Pollo Loco brand. This position will work closely with restaurant operators (both franchisee and corporate) as well as cross-functional teams to develop and implement marketing strategies, track and measure results, and drive improvement.

Requirements

Bachelor’s degree required.
A minimum of five or more years of marketing, traditional and non-traditional brand management, or strategy planning experience.
Strong people leadership skills, including the ability to recruit, train & develop at least one direct report.
Ability to provide both thought leadership and effective customer service to franchisees and company-operated restaurants.
Confidence in execution of strategic initiatives.
Must be decisive and able to make fact-based decisions.
Strong analytical and problem-solving mindset and skills; meticulous attention to detail
Ability to effectively communicate with internal and external business partners.
Ability to prioritize and plan work assignments and work under pressure of frequent and tight deadlines.
Ability to read, write, and interpret complex reports, documents, and correspondence.
Adept at managing and prioritizing competing time sensitive requests while working well in a team atmosphere that may be under pressure.
Ability to exercise independent judgment on matters of significance to the company.
Ability to work weekends and extended work schedules as needed.
Must be willing and able to travel locally within Southern California and to out-of-state restaurant locations, as needed by car or airplane.
Possess and maintain a valid driver’s license.

Nice To Haves

QSR or related industry experience is a plus.

Responsibilities

Acts with independence and discretion in setting quarterly and annual objectives and priorities for local restaurant marketing, developing plans to meet established sales, transaction, and other goals.
Leads the annual DMA planning meetings across all markets with franchise operators, communicating the marketing plan and ad fund budget and evangelizing local market programs to build awareness, community engagement and sales.
Identifies, evaluates and executes local market activations that generate awareness and buzz for El Pollo Loco, ensuring that the brand stands out in the markets in which we operate.
Leads the development of marketing strategies to drive brand awareness, sales and traffic for El Pollo Loco new restaurant openings (NROs) in new markets. Directs paid, earned and owned media efforts to maximize effectiveness of NRO budget.
Project manages all new restaurant opening marketing initiatives, including the development and implementation of community engagement activities, grand opening plans, and partnering with operations and training teams to ensure marketing strategies align with operations excellence.
Leads restaurant refresh program, including serving as the subject matter expert for all designated market areas (DMAs) when partnering with company and franchisee leadership to develop local marketing strategies for restaurant remodels that positively impact sales.
Develops and execute marketing campaigns for local stores.
Develops the strategy and management of the Field Marketing Toolkit and Portal, developing programs designed to drive sales and transactions that have been vetted through testing.
Leads the implementation of the store level fundraising program, building brand affinity and community engagement in our markets.
Leads analysis on efficacy of local marketing strategies.
Develops strategies for improvement based on campaign results.
Other activities, duties or responsibilities that are assigned by your supervisor.