This position plays an important role in the development of consumer connections and media plans based on brand strategies and objectives. This includes working with key stakeholders on audience identification and profiling and partnering with owned and paid media teams to execute, optimize, and measure campaigns and overall performance. The ideal candidate will understand the guest and guest journey to connect campaigns and content to the right audience through the right channel at the right time
RESPONSIBILITIES
Connections planning
Partner with the brand marketing planning and brand content teams to develop insight-driven content - audience connection plans
Incorporate brand strategy and creative with quantitative requirements to balance connections plans (i.e., merge the art and science without over-relying on either)
Participate in marketing briefing process to ensure proper consumer connections in the planning process, including clearly defining the role of consumer touchpoints to achieve the brands objectives
Development of brand activity briefs for media, CRM and agency partners that align to a brands goals and objectives
Partner with media, CRM, and insights teams to research, profile, and identify relevant audiences for brand content
Partner with owned / paid media and insights teams to measure and optimize campaigns
Media strategy and planning
Manage external media agency relationship and provide proper guidance, direction and oversight to deliver strategic channel and tactical media plans
Manage paid media budget, billing and reconciliation of national advertising fund
Be the paid media subject matter expert within the brand
Responsible for the optimization of paid media plans to lead to better performance
Measurement and evaluation
Partner with the media analytics team to measure impact of ongoing campaigns and overall plan
Use measurement results to continually optimize and improve plans
Work with brand to implement a learning agenda and testing roadmap based on the brands objectives, insights, and key challenges
Journey mapping
Partner with the insights and audience analytics teams to understand the guest journey, attitudes, and behaviors (i.e., how do guests feel about the brand, when do they make their decisions, and what drives them to make those decisions)
Understand and develop plans / strategies informed by the guest journey, including the different triggers and barriers that impact a dining decision
Use knowledge of guest journey, attitudes, and behaviors to map key existing and new touchpoints; plan media tactics against these touchpoints to change guest attitudes (e.g., improved brand perception) and drive desired behavior (e.g., visits to restaurants)
Process development and stakeholder management)
Facilitate and lead internal connects between paid, owned and earned teams
Understand brand strategies and objectives and ensure connections plans align with them
Use deep understanding of brand performance and underlying business drivers to inform connections plans
Anticipate brand needs and proactively suggest and / or implement changes to the plans
EDUCATION AND EXPERIENCE QUALIFICATION(S)
Required Minimum: Bachelor's degree
6+ years of relevant experience in marketing and / or media
Demonstrated experience in building and managing high performing teams
Demonstrated experience in problem solving and managing multiple stakeholders
Demonstrated experience blending new ideas / innovation (qualitative), data (quantitative), and strategy to develop best-in-class plans
REQUIRED KNOWLEDGE, SKILLS OR ABILITIES
Ability to balance multiple priorities and meet project deadlines
Excellent oral and written communication skills
Ability to synthesize and organize complex ideas into simple, understandable thoughts
Ability to influence others
Strong sense of curiosity and desire to understand why things work the way they do
Personal integrity, humility, an appreciation for the power of true teamwork, and a sense of humor
Passion for the restaurant industry and desire to train in our restaurants to learn operations. A strong desire to help shape the future at Inspire Brands
Self-starter personality who can operate with minimal supervision
Inspire Brands is a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby's, Baskin-Robbins, Buffalo Wild Wings, Dunkin', Jimmy John's, Rusty Taco and SONIC Drive-In restaurants worldwide.
We're made up of some of the world's most iconic restaurant brands, but we're much more than just a restaurant company. We're a team of hundreds of thousands who individually and collectively are changing the way people eat, drink and gather around the table. We know that food is much more than a staple-it's an experience. At Inspire, that's our purpose: to ignite and nourish flavorful experiences
