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Director of Regional Marketing
Panda Restaurant Group
Rosemead, CA, United States
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The purpose of Regional Marketing is to build brand awareness and demand in local communities for Panda Express and our satellite brands (Raising Cane’s, Ippudo) by forging meaningful local connections with our guests that drive transactions and sales.
The Director of Regional Marketing is responsible for serving as a strategic business partner to senior Operations leadership (SVPs, ZVPs, VPOs, and equivalent) to achieve their financial and growth objectives. This position leads and develops the Regional Marketing team to support regional Operations leadership (RDOs, ADOs and equivalent) by amplifying national promotions and marketing programs at the local level and ensuring consistency in messaging and execution.
Descriptions:
• Serves as a strategic business partner to senior Operations leadership (SVPs, ZVPs, VPOs and equivalent) at Panda, our licensee partners and satellite brands to develop strategies, programs and tools to achieve their financial and growth objectives.
• Recruits, selects, develops and supports an effective team of Regional Marketing managers and professionals. Coaches and inspires the entire team to deliver marketing counsel, programs, training and support that enhance the mission and values of the company and those of our satellite brands while supporting the company’s strategic, financial and growth objectives.
• Leverages market-specific sales data, historic marketing initiatives performance and guest analytics to optimize market-level programs and local media performance with an emphasis on digital campaigns.
• Performs continuous analysis of the competitive environment with the Regional Marketing team and Operations leadership to determine how the business benchmarks against the competition locally in product, price, promotion, brand loyalty, etc.
• Manages and/or collaborates with Agency Partners to develop marketing tactics and media plans encompassing broadcast, print, digital, promotions, partnerships and Local Store Marketing (LSM).
• Develops annual marketing plans for DMA groups and individual DMAs designed to increase new guest visits, existing guest frequency and store-level SSS and SST.
• Develops tools, training programs and national metrics for the Regional Marketing team to ensure effective delivery and execution that meets and exceeds goals. Defines focus areas/levers to deliver on system wide sales metrics that may include catering, fundraising, grand openings, accelerated focus and opportunity stores, and community events.
• Establishes Regional Marketing policies, procedures, and process improvements for the function and team.
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• Bachelor’s degree in Marketing or equivalent field required; MBA preferred
• Minimum ten years in progressively senior Marketing roles, including experience leading and training Regional Teams in a multi-unit retail environment and direct involvement with senior Operations leaders
• Successful completion of annual store training