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Job Description
Provide marketing leadership and counsel to franchisees, territory operators, advertising agencies, vendors, and internal teammates.
Develop, manage, implement, and analyze marketing plans and programs to positively impact traffic, transactions, store sales, and profits while maintaining or exceeding fan expectations in assigned markets.
Protect Dairy Queen® Trademarks. Ensure national level marketing initiatives are completed effectively.
Primary Accountabilities :
Marketing Planning Leadership with Franchisees and Key Stakeholders :
Drive same store sales growth through communication of the National brand strategy and the development and implementation of complimenting tactics in assigned markets.
Establish and manage the marketing budget and media plans. Seek input from key franchisee constituents (DMA chairs, Ad Committees, Territory Operators) and gain alignment for proposed plans with DQ operations team.
Communicate and document media and budget plans using corporate systems.
Provide leadership and direction to regional advertising agencies. Monitor and manage agency communication with franchisees.
Hold agencies accountable for media buying performance, media added value, field service and budget compliance. Formally review agency performance on an annual basis.
Assist in the review and approval process for all marketing and creative materials developed by franchisees and / or agencies to ensure proper use of all Dairy Queen® Trademarks.
Collaborate with Regional Directors of Operations and Business Consultants to determine appropriate strategies to meet corporate sales goals for assigned markets.
Lead the execution of media tests as assigned including the franchisee communication, media plan development and collaboration with the operations team and franchisees.
Provide market level expertise for key strategic areas of focus such as digital sales growth.
Support efforts to maximize participation in the National Marketing Fund.
Program Development & Execution :
Generate tools for local efforts to extend national promotions.
Develop and execute local programs aimed at sales growth such as coupon books.
Share and promote Best Practices for effective program and promotion execution.
Create tools for optimized promotion execution such as local fundraising events.
Amplify franchisee CMNH program participation and event execution.
Evaluate local promotions, media investments and sales trends to help form plan recommendations. Present analysis to necessary shareholders as appropriate.
Communications / Collaboration with Key Stakeholders :
Plan, produce and execute written communications, virtual meetings, in-person meetings and conference calls with franchisees and franchise leaders in assigned markets.
Provide relevant business and financial analysis of key initiatives to internal and external shareholders including comp sales, sales trends by promotion or category and sales results generated by specific media activity.
Support efforts to maximize participation in the national marketing calendar promotions.
Collaborate closely with Operations team to effectively leverage marketing promotions to drive same store sales growth.
Prepare and present at annual leadership meetings and business workshops in cooperation with cross functional teammates.
Leverage in market experience to bring feedback on program and promotion effectiveness to cross-functional teams.
Additional Responsibilities :
May participate or contribute to managing key marketing strategic initiatives including the development of timelines, management of goals and guidelines for assigned projects on behalf of the marketing team.
Assist with new store openings as required.
Other duties as assigned and necessary.
7 hours ago
