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Field Marketing Manager

Location: 

Tampa, FL, US, 33603

POSITION SUMMARY:

This position can sit in either Tampa, Orlando, or Miami

The Field Marketing Manager is responsible to drive sales by creating, developing and applying innovative sales building strategies across their region, markets and restaurant trade areas. By intimately knowing their markets and trade areas they create the most efficient strategy for building sales using a mix of “off the shelf” marketing programs and customized partnerships, sponsorships and events that the FMM creates.  A successful Field Marketing Manager will earn the trust of their franchise partners and company ops leaders by spending time in the markets, developing an expert level of market knowledge and creating a comprehensive “highlight reel” of marketing wins for each of their markets.  They also manage the advertising cooperatives in their market and are responsible to create grand opening plans for new restaurant openings that shift the impact of the plan as needed to insure a successful 18 month sales trend.

 

POSITION ACCOUNTABILITIES:

  1. Field Marketing support
  • Maintains an in-market presence to develop relationships and acquire expert level market knowledge
  • Provides day-to-day marketing support for assigned markets, franchisees and company ops leaders
  • Serves as the key marketing contact for the field ensuring timely, proactive, and seamless communication
  • Responsible for developing and executing all marketing in assigned markets
  • Ensures franchisees are spending 4.5% of sales on effective advertising initiatives
  • Works with field operations teams and cross functional marketing team to align market strategies and plans
  • Works with franchisees as the main liaison to manage co-op activity, administration and budgets

 

  1. Market Level Planning
  • Creates and implements innovative market level sales building plans for every market with 5 or more stores, supplementing system-wide promotions with local market opportunities
  • Serves as the marketing expert and leader in assigned markets including understanding demographics, competition, industry activity, consumer needs, and local brand positioning & market conditions
  • Contributes tactics to the bank of promotions that can be applied to other markets throughout the system
  •  Collaborates with media team to develop budget and strike the right balance of media and local marketing tactics in each market with plans that drive sales and support system wide activities
  • Develops and teaches a culture of LRM in assigned markets as the chief evangelist and local marketing trainer for each franchise partner and company district manager
  • Proactively identifies opportunity restaurants that need specialized plans to meet sales objectives; works with local franchisees and company ops leaders to build and support the execution of those plans

 

  1. New Restaurant Openings
  • Responsible for developing and supporting 18-month NRO plans including pre-opening, opening, post-opening and comp period plans
  • Works with development and operations teams during NRO process to build pre-opening buzz and achieve fully staffed, on-time openings
  • Drives trade area 6 months before opening with franchisee or company district manager to create opening plan with coming soon, opening week, honeymoon, sales growth and comp tactics appropriate to life cycle of new restaurants.
  • Works with field team to optimize the system wide plan, process, and collateral needed to efficiently and effectively open new restaurants. 

 

What success looks like: sales are growing with innovative sales building ideas developed, deployed and measured in all markets.  Franchisees are getting regular communication and look to the FMM as their chief sales building strategist, a partner in building their business and the chief driver of a culture of building sales within their markets. FMM is regularly touring markets to build relationships with all franchise partners and company ops leaders and augment their market knowledge.  NROs are planned 6 months out with trade areas visited and appropriate tactics deployed at each stage in the restaurant life cycle and new restaurants entering the comp base positive.  FMM is enjoying strong performance and being developed for the next role in their career and their job is a source of satisfaction that is part of a happy, balanced life.

 

 

EMPLOYMENT STANDARDS

Education

  • Bachelors degree

 

Experience

  • At least 5 year’s experience in field marketing, retail marketing, restaurant marketing or related field

 

Essential Requirements

  • Strong local restaurant marketing experience with emphasis on community and marketing
  • Capable of generating new, simple to execute sales building ideas, our FMMs are innovative in their thinking and proactive in their execution
  • A great communicator capable of inspiring others to act and giving them the tools to be successful
  • A personality that builds and sustains high levels of integrity and trust and a positive, energetic and upbeat encourager
  • Ability to think strategically and act tactically to drive results that build both brand differentiation and annual sales results on a local level
  • Up to 70% travel may be required
  • Very strong communication skills including written, verbal and presentation.
  • Understands media plans and execution
  • Understands non-traditional and digital media
  • Ability to adapt quickly to changing business environments and execute supplemental marketing tactics to achieve planned results.
  • Excellent organizational and time management skills.
  • Analytical ability to understand how to assess the impact of programs and initiatives.
  • Proven history of working with key franchise and company operational groups, developing partnerships and contributing positively to the culture of the marketing team and company as a whole
  • Comfortable with web-based and project management tools for daily process and communication.
  • Proven ability to manage complex budgets.
  • Strong computer skills – MS Word, Excel and PowerPoint

 


Nearest Major Market: Tampa

Job Segment: Field Marketing, Bank, Banking, Manager, Marketing, Finance, Management