The Brand Manager (BM) is responsible for the development of all system wide campaigns and various off-line creative components. BM must work towards aligning Cane’s vision with all Marketing initiatives.
Strategy - Lead development of strategy for each campaign and support annual brand marketing plans including business objectives.
Insight Development: Leverage existing consumer research tools to identify trends in Customer behavior to capitalize on opportunities. Monitor the short and long term health of the brand by translating insights into action plans. Conduct in-depth market and brand analysis to fully understand business performance and enable the development of brand growth strategy. Maintain full understanding of the competitive environment to assess impact on business. Identify research needs and have the ability to interpret results to identify opportunities.
Strong Analytics – Responsible for utilizing a diverse set of information and data to develop recommendations for program/campaign development. Not using Pivot Tables and Advanced Excel Functions in a day would be like not breathing for a day.
Creativity – Develop multiple possible campaign directions based on insights, data points, and alignment with company strategy.
Project Management and Execution - Manage all brand projects including, but not limited to, campaign strategy, POP execution, communication priorities (internal/external), and innovation. Lead development of creative briefs that give focused direction to Creative Services Team/agencies to develop world class programs that build equity and deliver results. Ensure integration of all elements of marketing mix drive a cohesive and impactful message for Crew and Customers. Possess solid project management skills from planning stage to execution and post-mortem assessment in order to achieve brand objectives and goals.
Agency Management/Creative Development – Responsible for ensure strong partnerships with our Agency partners/Creative Services while holding them accountable to delivery against agreed upon scopes of work & costs. BM will also work with Creative Services to ensure all Crew are clear on timing, deliverables and objectives for all creative supporting the marketing programs.
Skills & Capability Development - Coach, develop and manage Associate Brand Manager. Develop objectives, provide coaching, feedback, and guidance, and develop personal development and training plans
Franchise Business Unit Support: Work with Franchise Business Unit and Franchise Manager in the development of communication and marketing initiative launch processes. Provide Franchise partners specific information within all marketing initiatives and development of new programs.
Drive Company and Cross Functional Alignment - Prepare and create engaging, meaningful and persuasive presentations. Must possess strong presentation skills and understand how to tailor messages for various audiences.
General Duties: Assists with overall marketing department goal planning, strategy and strategic initiatives and calendar planning. Assist in the preparation and presentation of requested operation meetings &/or to franchisees when needed.
Must have MBA or related Master's degree
5-7 years experience in restaurant, food, or beverage industry as it relates to Brand Marketing.
Must have experience with Consumer Research and able to interpret data and have a good understanding of testing methodologies
High familiarity with brand development planning, innovation and creative ideation processes
Experience with sales and data analysis
Motivated by intellectual challenges and has a natural curiosity
A demonstrated ability to craft vision and strategy and make it come to life with actionable plans
A demonstrated ability to navigate and perform in ambiguous circumstances
Must have Experience managing diverse cross-functional team
The intellectual and physical demands described below are representative of what must be met by a Crewmember to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable Crewmembers with disabilities to perform the essential functions.
Aligns with Cane’s culture
Takes initiative, Ability to set goals and convert plans into action, Entrepreneurial
Has excellent interpersonal, written and communication skills
Organized and able to manage multiple priorities
Able to inspire, motivate and lead project teams to achieve outstanding results
History of demonstrated success in the brand strategy and innovation development
Positive energy to effectively represent brand internally and externally
Strong analytical, decision making, influence, and communication skills
Ability to work independently and complete projects within required timeframes
Must be self-driven, not deadline driven
Ability to recognize problems and problem solve
Flexibility and capability to deal with constant change