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Regional Marketing Manager - Washington, United States - Dine Brands Global
Description
Based in Pasadena, California, Dine Brands Global, Inc(NYSE:
DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar, IHOP and Fuzzy's Taco Shop brands.
With over 3,500 restaurants combined in 16 countries and 388 franchisees as of December 5, 2022, Dine Brands is one of the largest full-service restaurant companies in the world.
For more information on Dine Brands, visit the Company's website located at
The Regional Marketing Manager must possess the ability to develop data-driven marketing strategy and foster strong franchisee partnerships that drive positive sales and traffic growth.
Serves as the brand champion in cascading information pertaining to national marketing strategic plans and is responsible for successfully garnering franchisee support for national initiatives.
Additionally, this individual independently and in collaboration with the Senior Regional Marketing Manager creates and implements DMA-level marketing and media plans designed to drive traffic and sales in assigned markets, plus assists franchisees in the development of trade area marketing plans.
The Regional Marketing Manager works collaboratively as part of an integrated Regional Team.Responsibilities
Leads and develops strategic regional business plans in collaboration with the Regional Business Director for up to 25 or more designated markets consisting of up to 150 restaurants
Provides marketing leadership and expertise to assigned franchisees in the development of multi-channel, DMA and trade area marketing strategies and tactics designed to drive sales and traffic
Develops and presents data driven business cases to facilitate DMA-level investment spending as appropriate, and manages resulting co-op marketing budgets to ensure optimization of funds
Works in partnership with national and local media agencies to develop local media plans that may consist of digital, print, radio, tv, outdoor and social media
Plans and leads co-op meetings to communicate brand and DMA-level strategies and secures support for upcoming marketing initiatives. Process includes a combination of in-person and virtual meetings.
Regularly conducts market visits in assigned DMAs with the goal of capturing competitive, operational and trade area insights critical to developing comprehensive local marketing plans
Serves as a communication liaison between IHOP Brand Team, franchisees, and other key stakeholders, with the objective of cascading new information, capturing co-op votes and securing test partners
Oversees spending of the local restaurant marketing funds by qualified franchisees to ensure effective usage, compliance with requirements and budgeting reconciliation
Executes incremental projects and initiatives, as assigned by the Executive Director of Field Marketing, Senior Regional Marketing Manager, Regional Business Director and other executive members of the IHOP Brand Team
Follows company policies, upholds professional standards, and performs all work in a manner that is respectful of others
Skills & Requirements
Bachelor's degree required
Minimum 5-7 years of relevant experience in field marketing, or corporate marketing role. Chain restaurant marketing experience preferred, but not required.
Proven skills in developing strategic marketing plans that factor in the assessment of business analytics, consumer insights, operational performance, and other relevant metrics
Ability to independently analyze Region, DMA and restaurant-level performance metrics in the development of strategic marketing plans for sell-in and implementation
Highly proficient in the presentation of complex information in small, medium and large group settings
Ability to lead franchisees and other stakeholders to desired outcome
Proven ability to lead and influence stakeholders at various levels within an organization
Excellent project management skills and the ability to work cross-functionally in the completion of assigned tasks, within established deadlines
Must be self-motivated, with the ability to work independently and manage time effectively
Functional understanding of restaurant operations, and P&L management
Must be willing and able to travel up to 40% of time annually
Salary starting at $120,000 +
Equal Employment Opportunity Statement
Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law.
For information on how we collect and use your personal information, please visit our Applicant & Employee Privacy Notice.
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