Harvey's - Senior Brand Manager , Innovation/Digital - Big Bets

Recipe Unlimited•Vaughan, ON

13d•CA$95,000 - CA$130,000•Hybrid

About The Position

This Senior Manager will champion the strategy of the Brand's annual strategic Innovation Big Bets, Social Media, Digital Media, Experiential, PR, CRM, Franchisee marketing and the overall Brand Media Plan. Working with internal and external creative and media agencies, this role will take ownership of driving brand disruption to raise brand awareness, drive traffic and provide an engaging experience for our guests, across digital and traditional media channels. The individual will be a critical part of the brand marketing team in defining and fulfilling strategic Big Bets, brand identity / positioning, and defining the optimal media mix.

Requirements

University degree in business or equivalent preferred
A minimum 5 years of experience in social media, CRM, Digital Marketing
A minimum 5 years of experience developing business or marketing plans and cross functional team environment experience
A minimum of 3 years working with media planning agencies and leading external creative agencies to develop both traditional and digital campaigns.
Always curious, with a passion for break-through to audiences in creative disruptive ways
Strong business acumen and the ability to set KPIs and analyze raw data into meaningful and actionable insights to gain buy-in
Results-oriented individual who enjoys a fast paced environment
Strong interpersonal skills and a team player, with the ability to influence at all levels
Strong project management and organizational skills with the ability to set priorities to maximum productivity and focused business results
Ability to think and operate both strategically and tactically

Responsibilities

Partner with the Head of Marketing to develop strategy plans and annual BIG Bets, including disruptive marketing outside the four walls to drive awareness and traffic into the restaurant.
Responsible for planning and execution of in-restaurant innovation tests to support annual calendar plans, including annual brand surveys, trend monitoring and as needed guest research to support strategic plans
Lead external agencies to develop and execute TV / Radio connect to annual promotional calendar, including annual brand campaigns
Take ownership of the full media strategy, including both traditional and digital media buys, to drive sales growth, traffic, brand awareness and PR / social media buzz and following
Oversee Social Media, E-mail strategy, Content calendars including harveys.ca content.
Establish relationships with key bloggers and online influencers, and oversee PR campaigns to drive earned media opportunities.
Working with the brand team on brand promotional campaigns as well as viral opportunities, create social media buzz and digital media campaigns that ultimately drive users to our restaurants
Own the Franchisee marketing strategy to grow our network of franchisee partners to support our 5 year Canadian growth strategy
Identify and monitor effective benchmarks for measurement of media efforts. Analyze, review and report of effectiveness of media campaigns to maximize results and make recommendations for future campaigns
Coach and mentor direct report.