The Marketing Advisor (MA) is responsible for advising restaurant management on how to successfully introduce, drive and manage the Raising Cane’s brand through Active Community Involvement (ACI) in a local area. Marketing Advisors are responsible for influencing and guiding General Managers on how to make the best fact-based decisions regarding marketing strategy and how to implement and maximize effective, cost-efficient ACI programs within their trade areas that will prove to be profitable for the restaurants. The Marketing Advisor further develops area and city-wide marketing strategies and sponsorships that impact brand awareness and complement local marketing efforts to grow sales.
1.Restaurant Support: Collaborates with Operations on how to properly roll-out company-wide marketing campaigns. Assists in the development of systems and programs for local restaurant marketing so the most effective support is provided to the restaurant. Coordinates with Accounting on ROI analysis of local opportunities and communicates results to pertinent stakeholders. Develops comprehensive local marketing plans and supports implementation when a restaurant in not performing at set expectations. Travel to restaurants to visit with Operators face-to-face to review marketing performance, marketing strategy and discuss recent and upcoming marketing initiatives; provide guidance and feedback as needed.
2.Operations Support: Partners with Area Directors (AD) to support individual restaurants within an assigned territory. Works hand-in-hand with AD to analyze sales, identify under-performing restaurants, review trends and share best practices. Attends calls and meetings with AD to provide the latest marketing updates, including media plans, sales trends, and ROI on campaigns/ACI events.
3.Development of Operators in Marketing Skills and Tasks: Develops the Operator’s decision-making skills and opportunity evaluations with the goal of increasing efficiency and maximizing ROI; trains Operators to use marketing tools, follow marketing procedures and develop marketing plans.
4.Media Coordination: Coordinates with Operations to identify media opportunities—television, radio, outdoor, print—in assigned markets; makes recommendations on various mediums and coordinates with Director of Marketing on marketing strategy and use of funds. Further provides feedback on media campaigns and coordinates with Accounting team on post-buy analysis to determine success.
5.Analysis, Reporting and Recommendation: Partners with Area Director (AD) to provide insight into market-wide and restaurant-level marketing activity and sales trends. The MA further provides analysis into how sales have been affected by said activity and overall restaurant performance and makes recommendations. The MA is responsible for communicating progress effectively with Operations leadership.
6.New Restaurant Openings (NRO’s): Develops and implements NRO strategy and plans. Manages budget for NRO’s; collaborates with NRO team in the implementation of NRO processes as they relate to new restaurants in market(s).
7.Manages Major Sponsorships: Identifies market-wide sponsorship opportunities, as well as negotiates terms and fees with assistance from Director of Marketing. Ensures complete execution and maximization of sponsorship contract; presents sponsorship opportunities to GMs and AD for input and buy in.
8.Follows Budget: Responsible for tracking and managing a pre-determined budget for all projects and above mentioned areas of focus. Present to Director of Marketing a detailed project plan when marketing opportunities arise that are outside of budget specifications, or exceed the pre-determined budget.
9.General Duties: Assists with overall marketing department goal planning, strategy and strategic initiatives, and calendar planning. Assists in the preparation and presentation of requested operation meetings and/or to franchisees when needed.
•Bachelor’s Degree required
•3-5 years of Marketing experience required
•Restaurant experience preferred
•Knowledge of general marketing concepts preferred
•Knowledge and experience working with media and sponsorships preferred
•Event planning experience preferred
•Field Marketing management experience required
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
•Ability to think analytically and strategically
•Experience in trade area-based restaurant marketing
•Has excellent interpersonal and communication skills
•Ability to establish and maintain excellent working relationships both internally and externally
•Ability to recognize problems and problem solve
•Ability to set goals and convert plans into action
•Ability to multi-task
•Ability to prioritize tasks and manage time
•Organized and able to manage multiple priorities
•Ability to work under deadlines
•Ability to recognize community opportunities
•Ability to travel 50-75% of the time in assigned market