Log In
Sign Up
Overview
The International Marketing Team is responsible for introducing the Chick-fil-A Brand in non U.S. Markets. The International Brand Strategist , is responsible for guiding the stewardship of the Chick-fil-A brand within the International team.
This includes ensuring that the customer relationship with Chick-fil-A remains meaningful and relevant while scaling to new customers, markets, and channels.
The Brand Strategist is both a generalist, with wide Brand Strategy skills, and a specialist dedicated to an area of the business (i.
e., brand activation, menu, service channels). Brand strategy direction and development includes :
Stewardship of Chick-fil-A brand performance, positioning, and relevance with key audiences
Planning the Annual Marketing Communications Plan including stakeholders (U.S. Brand Strategy Team & Country Marketing Leadership) intake and message prioritization
Leadership of Campaign briefings, input on Brand Tentpole Campaigns & developing Go To Market Strategy
Consultation on brand perspective, systems, and governance for dedicated areas of business
Brand Strategists will execute their role through the following key competencies :
Champion, able to advocate for the good of the brand
Visionary, able to imagine the role of the brand in the future
Self-starter, able to initiate and cultivate new strategies
Shepherd, able to unify teams around a challenge towards a goal
Student, of brand, strategy process and consumer audiences
Teammate, working well in both independent and in team settings
Capacity, high workload capability and strong results orientation
This Brand Strategist role will report to the International Marketing Director. The Brand Strategy role is a non-people leader role.
Our Flexible Future model offers a healthy mix of working in person and remotely, strengthening key elements of the Chick-fil-A culture by fostering collaboration and community.
Responsibilities
The Brand Strategist role serves both the advertising and media teams in International Markets, as well as other teams within International, the Chick-fil-A organization, and enterprise on many go-to-market customer products, offers and services.
The Brand Strategist’s success will be determined by contributions in the following areas of responsibility :
Brand Stewardship
Steward the Brand Plan
Shape insights
Define opportunities
The Brand Strategy team purpose is to grow the specialness of the brand through go-to-market strategies, systems, and sub-brands.
Brand Strategists are charged with guiding the stewardship and strategies of the Chick-fil-A brand by keeping up with and sharing brand performance, evaluating and steering brand positioning, and maintaining brand relevance with key audiences, often within specific areas of the International business.
Brand Strategists play a key role in helping the organization assess short term business opportunities with long term brand health.
As brand stewards it is also the Strategist’s responsibility to guide and at times develop Brand IP such as product or service naming and descriptions.
To excel, the Brand Strategist must keep up with market trends, competitor activity and customer insights, as well as internal strategies and capabilities to shape recommendations.
Comms Planning
Build annual Marketing Communications Plans
Evaluate and prioritize opportunities
Establish campaign goals
The Brand Strategy team leads the development of the annual Marketing Communications Plan for International Markets. Brand Strategists are instrumental in facilitating and evaluating intake requests for customer-facing programs and communications from across the organization.
They stand up brand goals and priorities and serve as liaisons with dozens of sub-departmental teams and leadership teams to determine prioritization of messages in an ever-changing, fast-paced communications environment.
In this function, Brand Strategist help to set the pace and placement of campaigns and key messages for the year as well as any critical internal strategies that require brand input.
Campaign Leadership
Articulate the problem to solve
Define measurable objectives
Define target audiences
Direct message strategy
Brand Strategists are responsible for incorporating subject matter expertise from around the business and leverage insight to define clear problems to solve, clear objectives and feasible solutions to brand and marketing communications challenges.
Strategists leverage deep understanding of audiences to prioritize and shape specific customer messaging and frame go-to-market plans.
These strategies equip Performance Marketing and Division Marketing teams with clarity and direction for creative execution via In-house Agency and external Agency Partners.
In that, Brand Strategists must also have a clear understanding of how Channel Leads and Creative Teams function to provide clear and actionable direction.
The key deliverable within the campaign scope of responsibility is the business and creative briefs.
Brand Consultation
Provide brand points-of-view
Advise others on Brand Standards & Guardrails
Support Brand Immersions and Education
Brand Strategists are students of the brand and are responsible for helping teams and the organization make decisions that will help to build a healthy and meaningful brand.
The documentedBrand Strategyis defined by three parts : The Brand Foundation, The Brand System, and The Brand Plan. Brand strategist must be well-versed in foundation and systems and are responsible for shepherding the Brand Plan.
Brand Strategists are not Brand Managers, but they can serve as consultants across the organization on matters of brand strategy understanding, alignment and consistency.
Brand Strategists are also not Brand Designers but are able to glean market-level insights to influence the overall Brand Design and / or need to provide bespoke market adaptations.
Minimum Qualifications
Bachelor’s degree
At least 5 years of experience working in a brand strategy, brand planning / management role preferably in a decentralized brand model such as a franchise system
Business experience outside of North America
Professional Skillset
Market research and competitive analysis
Audience research and insight development
Use of brand systems and standards
Design thinking
Brand positioning and value proposition
Message development
Develop brand and campaign roadmaps
Data fluency and analysis
Goal and objective setting
Develop and present strategy narratives
Write and inform creative briefs
Evaluate the effectiveness of branding strategies
Project planning and management
Strong PowerPoint and / or Keynote Skills
Abilities and Behaviors
Strategy Leadership : Insights-first approach, that creates a culture of trust and confidence without concern for attribution or ownership of a solution;
dexterity between insights development, solutions generation, and strategic recommendation.
- Excellence : Gives personal best every day; demonstrates positive attitude and confidence; sets high standards and meets self- expectations;
- pursues everything with energy, drive, and a need to finish; is committed to and works actively to growing and developing capabilities and capacity;
seeks feedback on performance and acts upon feedback received; practices accountability.
Communication Skills : Can write clearly and succinctly in a variety of communication settings and styles; can get messages across that have the desired effect.
Drive for Effectiveness : Can be counted on to drive towards goals successfully; is constantly and consistently one of the top performers;
steadfastly pushes self and others for results.
Creativity : Doesn’t push too hard, let’s intuition guide. Thinks across disciplinary lines; uses the insights or techniques from one discipline to take on the challenges of another.
Passionately curious. Thinks and learns and practices their craft all the time. Isn’t discouraged if failure occurs again and again.
Tries things that don’t work. Learns from mistakes. Persistent.
Making Complex Decisions : Can solve even the toughest and most complex of problems; is a quick study of the new and different;
adds personal wisdom and experience to come to the best conclusion and solution, given the situation.
Visionary : ability to see a future not yet in existence, whether through story, format, visuals or end result.
Collaborator : ability to bring diverse groups together to work across multiple disciplines, and successfully lead those subject matter experts toward a common outcome.
Especially important in bridging the differences of International Markets and the U.S. business.
Passion : Go-getter with the relentless pursuit of excellence in a competitive, changing landscape.
Versatile and Savvy : Enjoys the blend of being skilled at creation, relationships, communication, and innovative thinking;
an enthusiastic bridge builder across disciplines, groups and personalities.
Motivation : Strong relationship building and communications skills, able to balance demanding needs while simultaneously motivating people to dream and execute.
People : Fits Chick-fil-A’s culture. Personable and approachable. Exhibits strong interpersonal skills that encourage team cooperation, promotes enthusiasm, and motivates relationship-building.
Preferred Qualifications
Experience in brand and agency / consulting firms to see a variety of brand strategy application
Adept in conceptual thinking and communicating, specifically : Design, Story, Empathy, Meaning
7 years of experience in a brand strategy or brand marketing role
Experience with brand communications
A strategic mind, with a track record of defining and directing customer communications
Manages deadlines and quickly adapts and re-prioritizes from execution to launch
Ability to work independently with minimal direction
High attention to quality & detail
Maintains highest level of confidentiality
Multilingual
Minimum Years of Experience
Travel Requirements
Required Level of Education
Bachelor’s Degree
Requisition ID2024-16163
Job FunctionMarketing
Position TypeExperienced Professionals
Posting Location : LocationUS-GA-Atlanta
2 hours ago
