• VP Brand Marketing

    Job Locations US-TX-Plano
    Requisition ID
    2019-13006
    Department (Portal Searching)
    Marketing
    Location : Address
    6800 Bishop Rd
    Location : City
    Plano
    Location : State/Province
    TX
    Location : Postal Code
    75024
  • Overview

    Founded by Todd Graves in 1996 in Baton Rouge, La., RAISING CANE'S CHICKEN FINGERS has more than 430 restaurants in 27 states, Bahrain, Kuwait, Lebanon, UAE and Saudi Arabia, with multiple new restaurants under construction. The company has ONE LOVE®—quality chicken finger meals—and is continually recognized for its unique business model and customer satisfaction. Raising Cane’s Vision is to have restaurants all over the world and be the brand for quality chicken finger meals, a great crew, cool culture and active community involvement.

     

    Raising Cane’s Chicken Fingers® is seeking a hands-on, Restaurant focused, Vice President of Brand Marketing to be based in the Plano Restaurant Support Office. As we strive to achieve Raising Cane’s Vision, we leverage multiple partnerships to expand our global footprint while maintaining a local presence and identity through great teamwork! In addition our Crew, Customers and Communities are critical to our success! Our commitment and dedication to Restaurant support is a competitive advantage!

     

    The Raising Cane’s brand is brought to life through localized “Caniac” (Grass-Roots or Neighborhood) Marketing, Media and Public Relations, Sponsorships (paid partnerships with “for profit” organizations) and Active Community Involvement initiatives (paid and non-pad partnerships with “non-profit” organizations).

    Responsibilities

    Position / Role Description

    The Vice President of Brand Marketing will lead the development of marketing strategies and plans to support consistent business growth and enhance brand equity and awareness on a national and local scale. This position’s role is to combine the attitudes and interests of consumers to enable creative and other teams to produce marketing ideas that address defined business problems. A key challenge is to develop innovative ways to reach consumers.

     

    Required Core Competencies

    • Team oriented, collaborative and culturally aligned (Work Hard and Have Fun!)
    • Restaurant support focused
    • Sales driven and Profit smart
    • Expert leadership skills that can grow, develop and motivate a best in class team in a rapidly growing and changing environment
    • Ability to deal with ambiguity and adapt to changing business conditions
    • Exercises good judgment and decision making
    • Internally motivated and trustworthy
    • Problem solver, analytical, detailed and process oriented
    • Self-starter, organized and able to manage multiple priorities (project management)
    • Excellent interpersonal and communication skills
    • Ability to establish goals and convert plans into action
    • Data-driven and Results oriented

    Principal Responsibilities & Duties

     

    Strategy Planning

    • Leverage consumer insights, business insights, market intel, and critical thinking to develop and execute strategies and integrated marketing plans (including media) designed to motivate targeted consumer segments to grow awareness, trial and loyalty. Plans will account for markets that are in a various stages in their development cycle.
    • Develop strategies, campaigns and engagement efforts, working collaboratively with other functions including Restaurant Marketing (local store marketing), Creative, Marketing Communications, Finance and Operations.
      Establish Key Performance Indicators for a wide range of activity including local store marketing, media (traditional and digital), PR, social media and limited-time promotions.
    • Continually assess actual business results vs. plan/goal and champion adjustments to marketing activity throughout regularly occurring business review meetings.
    • Lead the ongoing evaluation of pricing strategies including the development of recommenations and full execution of changes within the Restaurants and markets.
    • Responisble to establish a best-in-class portfolio of proprietary and syndicated research tools that showcase the health of the brand at a granular level.
    • Lead the translation of our brand purpose and strategy across all International markets including conducting research, when appropriate.

    Customer Insights

    • Partner with the VP, Marketing Communications to create strong briefs to drive the development of messaging and content.
    • Analyze various sources of consumer/customer data to map our Customer journey to identify relevant target audiences at the trade area, market and system levels to inform marketing communication plans.
    • Create and foster an environment that prioritizes Customer Relationship Management and turns insights into plans that are sales driven and profit smart at the local and market level.
    • Directly manage various marketing budgets including monthly and quarterly budget reconciliatons and reporting.
    • Partners with Operations to evaluate under performing Restaurants and Markets to identify issues, implement solutions and re-evaluate results.
    • Team leads the planning and execution of all Consumer facing testing including creative/advertising and product/packaging initiatives.

    Brand Innovation & Execution

    • Utilize consumer centric research to identify opportunities to support Restaurant performance and enhance the brand experience.
    • Lead the ongoing evaluation and execution of the brand roadmap.
    • Develop and maintain new platforms that are sales driven and profit smart including but not limited to delivery, retail apparel, gift cards and other revenue channels.
    • Provide brand and project support to the R&D team across a range of initiatives.
    • Lead maintaince of the brand standards and work with teams on compliance.

    Qualifications

    Position / Role Requirements

    • Demonstrated broad and well-developed functional marketing skills in a dynamic and highly promotional space.
    • Ability to communicate clearly and persuasively, draw conclusions, make recommendations, establish reasonable timelines and areas of responsibility, anticipate costs and identify measures of success.
    • Ability to establish meaningful metrics and scorecards for gauging program effectiveness, and overseeing the development and management of budgets, team structure and reporting.
    • A strong team orientation is critical based on the collaborative culture of the office.
    • Energetic self-starter and resourceful problem solver that gets things moving and keeps them on track. High attention to detail with the ability to manage multiple ongoing activities.
    • Knowledge and experience working with a range of modeling techniques to quantify results from media, sponsorships, PR and local store marketing programs.
    • Demonstrated experience leading multiple projects with significant and far-ranging impact on the performance of the business in both the short- and long-term, as well as requiring significant financial and resource investments.
    • Strong understanding of consumer and brand research with ability to translate into viable strategic direction.
    • Financial acumen including budget management, forecasting and P&Ls.
    • Ability to integrate market, competition, trends, organizational state and other issues into a coherent vision for change, development and growth via business case development.

    Qualifications, Experience & Education

    • Bachelor’s Degree Required – Brand Marketing preferred.
    • 10+ years of Marketing experience required.
    • Experience building a team (blend of remote based and office based) is required.
    • Ability to Travel 25% based on calendar of events.
    • Established network of research partners.
    • Experience in a multi-unit restaurant/retail environment (“trade area based” marketing planning and execution) a plus.
    • Knowledge of International markets including Asia and the Middle East, experience launching brands is a plus.
    • Experience in an entrepreneurial organization a plus.

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