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Vice President, Franchise Strategy International
Viacom
New York, NY, United States
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Overview and Responsibilities
In collaboration with the SVP of International Brand Management & Creative, the Vice President, International Franchise Strategy will be responsible for developing the franchise architecture and long-range strategic plans designed to maximize franchise ROI delivery, superior brand equity and drive volume and growth.
The role involves both geographic (supporting our international regions) and category (supporting our international lines of business – toys, content, cpg, promotions, recreation and more) complexity, as well as cross-team collaboration and partnership.
Responsibilties:
• Spearhead the franchise for international and ensure consistency and continuity across all mediums and platforms
• Drive the franchise strategy for our priority IP to ensure the delivery of a continuous and integrated content distribution strategy across international markets
• Leverage consumer insights to inspire the development of compelling and immersive franchise plans
• Develop a recommendation for a strategic category plan that ensures longevity and sustainable growth for the franchise through a clear, compelling and concise consumer proposition that inspires the business to rally behind the franchise and deliver business growth
• Work in partnership with the US Franchise and Marketing teams representing the international POV in order to partner and influence in the development of the franchises in order to develop ideas/plans that have ‘global’ appeal
• Partner with the wider International Brand Management & Creative, and VIMN teams (including but not limited to - International Programming, Digital, Program Sales, Marketing, and Research among other groups) to ensure franchise plans are best-in-class and achievable, relevant, localizable, and applied across the VIMN ecosystem
• Be perceived and valued as a sought-after strategic business partner by the business across VIMN and Viacom
• Lead a high performance franchise strategy team that produces future leaders for deployment across VIMN
The following areas are the main focus for the role, along with other relevant projects assigned by the SVP, International Brand Management & Creative:
Strategy:
• Design, develop and deliver holistic 3-5 year plans for our NVCP portfolio (including but not limited to MTV, TMNT, SB, Dora the Explorer, Shimmer & Shine, Blaze and the Monster Machines) that outline category road-maps, integrated creative and content plans, marketing themes as needed, positioning, business opportunities, and more maximizing life cycle and revenue potential for the franchise
• Determine, craft and deliver key messages and positioning to apply across all sales materials and tools – sales presentations, one-sheets, sizzle reels, etc. and provide ongoing maintenance and updates to the business as needed
• Ensure that all brand information is routinely communicated and understood by all key stakeholders
• Work closely with Regional franchise mgmt, LOB teams, and partners in order to maximize joint opportunities and create integrated and timely campaigns
Analysis:
• Work with International Research teams to leverage insights that will be applied to the franchise plans, identify incremental business opportunities, and conduct bespoke research studies as needed
• Work with Business Insights team to leverage syndicated data and in some cases build stories and identify incremental business opportunities
• Work with Regional Franchise Management teams to leverage local/regional insights, market intelligence and expertise
Sales Support:
• Provide ongoing updates, support and franchise information to all key international stakeholders via international/sales tools such as one-sheets, premiums, sizzles, and presentation templates, ensuring they are accurate, innovative and effective
• Manage and obtain all key information, for all priority franchises and properties, through quarterly ratings updates, channel rollout schedules, and consistent communication with the channel marketing team and US counterparts
• When necessary, attend key meetings with top partners to communicate international franchise strategies and plans
• Work with the Trade Marketing and Marketing Svcs team to develop compelling trade campaigns for priority franchises
Franchise Marketing:
• Work with international HQ teams to develop and implement larger marketing campaigns for priority franchises. Acting as the CP voice at the table and ensuring all information is communicated to the necessary parties
• Manage key property marketing rollouts, working with internal departments to drive programming, on-air channel and digital support and ensuring creative assets (including logo development) and product categories are in alignment
People Management:
• As a supervisor, provide consistent support and feedback to ensure the growth and career development of team while ensuring opportunities for autonomy
• Deliver mid-yearly and yearly reviews providing appropriate feedback and growth opportunities to team
Basic Qualifications:
• 8-10 years of strategic experience with a proven track record in franchise management, in one or more of the following industries: media/entertainment, strategic/brand consulting, toys, consumer goods and services
Additional Qualifications:
• International experience a plus
• Fluency in multiple languages a plus
• A passion for the VIACOM brands: Nickelodeon, MTV, Comedy Central
• Excellent written and verbal communication skills; prolific story-teller capable of engaging internal and external stakeholders in a franchise vision and journey
• Highly collaborative and flexible; strong diplomatic/influencing skills.
• Ability to operate quickly and calmly within a large, complex, high pressure, dynamic environment, while setting and maintaining key priorities.
• True right brain/left brain capability to think both analytically and creatively; superior conceptual and critical thinking abilities.
• Ability to develop, articulate, interpret and execute strategies – business and creative.
• Ability to motivate and support a team (both reporting and not) and provide clear and concise direction and feedback
• Track record of innovation and willingness to take creative risks and stretch the franchises when appropriate.