Franchise Marketing Manager Resume Samples

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AS
A Smitham
Aisha
Smitham
4601 Madisyn Track
San Francisco
CA
4601 Madisyn Track
San Francisco
CA
Experience Experience
07/2014 – present
Boston, MA
Senior Marketing Manager, Franchise
Senior Marketing Manager, Franchise
07/2014 – present
Boston, MA
Senior Marketing Manager, Franchise
07/2014 – present
  • Develop and manage launch, annual and seasonal marketing strategy; plans and budgets, prioritizing marketing mix and budget allocation to support the Franchise business
  • Influence the Franchisees’ local marketing plans to ensure they align with the global brand positioning for Old Navy
  • Oversee seasonal hind-sighting including field/consumer research and financial analysis in relation to the Franchise business
  • Ensure Franchisee marketing budgets are aligned and spent according to contractual obligations and brand direction
  • Manage the investment of the Global Marketing fund and ensure the rules surrounding the usage are met
  • Influence the shared marketing/creative team to concept and design creative window messages, ensuring all stories support the brand image, design ethos and business strategies for the Old Navy Brand
  • Lead the team in the creation of compelling in-store and window presentations that differentiates Old Navy from other brands and retailers, and gives Old Navy stores a competitive advantage across our Franchise businesses
04/2010 – 06/2014
Houston, TX
Franchise Marketing Manager Den & Ice
Franchise Marketing Manager Den & Ice
04/2010 – 06/2014
Houston, TX
Franchise Marketing Manager Den & Ice
04/2010 – 06/2014
  • Develop and agree with relevant constituencies the local sparkling & still marketing plans and calendars to deliver on BP targets,
  • Identifying consumer insights and create winning consumer strategies that deliver against consumer and company destination
  • Effective management of deductions & DMI to drive positive ROI
  • Management of local water brands end to end in the market (IMC, OBPPC & Innovation)
  • Monitor, track and drive brand performance KBI’s
  • Leverage relevant WEBU commercial thinking for local adaptation leveraging Danish commercial management capabilities
  • Manage the marketing budget/P&L driving it towards business priorities and aligning it behind central big bets
07/2003 – 10/2009
Chicago, IL
Franchise Marketing Manager Norway
Franchise Marketing Manager Norway
07/2003 – 10/2009
Chicago, IL
Franchise Marketing Manager Norway
07/2003 – 10/2009
  • Bring to life through adaptation and amplification centrally produced sparkling IMC campaigns, & initiatives at local level
  • Leadership of marketing team; develop, coach and development of 4 direct reports and the leadership responsible for CCEP Graduate program
  • Provide strategic thought leadership for the local marketing team in Norway & Iceland and leading in conjunction with the bottler
  • Bring central IMC plans to life in market with locally relevant adaptations and amplification. Building scale by amplifying the plans in an efficient and dynamic way using market best practice and knowledge
  • Be an active member of the wider brand community at WEBU level participating and contributing to the wider sparkling marketing community culture, knowledge and performance
  • Be a key member of the Franchise Marketing Team, working with & across all functions in WEBU and bottlers to deliver the plan as measured by revenue, profit, volume, share and profit
  • To manage the Franchise Marketing team with the overall responsibility for the local relevance, alignment and implementation of marketing plans
Education Education
Bachelor’s Degree
Georgia Southern University
Bachelor’s Degree
Skills Skills
  • Good knowledge of business KPIs
  • Strong creative vision and accomplished portfolio of deliverables
  • Excellent oral and written communication skills
  • Ability to apply strategic thinking to brand and visual marketing
  • Exceptional executive presence and ability to communicate in business terms
  • Exceptional eye for detail
  • Broad knowledge of competitive designers/retailers for the Old Navy brand
  • Strong customer focus, both internally and externally
  • Proven ability to work with creative organizations
  • Brand Marketing and VM experience with strong leadership skills
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1

Senior Marketing Manager, Franchise Resume Examples & Samples

  • Develop and manage launch, annual and seasonal marketing strategy; plans and budgets, prioritizing marketing mix and budget allocation to support the Franchise business
  • Responsible for identifying the marketing & visual needs for each market/region and translating this into the marketing strategy
  • Influence the Franchisees’ local marketing plans to ensure they align with the global brand positioning for Old Navy
  • Oversee seasonal hind-sighting including field/consumer research and financial analysis in relation to the Franchise business
  • Oversee development of marketing messages & ensure they are tailored to meet the Franchisees’ needs in each market/region
  • Ensure Franchisee marketing budgets are aligned and spent according to contractual obligations and brand direction
  • Manage the investment of the Global Marketing fund and ensure the rules surrounding the usage are met
  • Collaborate with the Brand Management marketing team and shared marketing resources to ensure franchise partners’ needs are reflected and met
  • Facilitate virtual market and attend key franchise meetings
  • Partner with shared marketing/creative teams to ensure that creative message is on brand & appropriate for franchise business
  • Collaborate and partner with the studio and print production team to ensure successful creation of in-store marketing materials in a timely manner
  • Partner with PR to ensure media plan and execution aligns with marketing strategy for all new markets/regions or new stores within existing markets in collaboration with the Franchisees
  • Oversee organization calendar of creative execution to meet key deliverable dates and Old Navy Franchise growth plans
  • Provide leadership and direction as part of the International marketing team, Franchise Leadership Team (FLT) and own Franchisee team
  • Motivate and direct leveraged visual and brand management resources, including goal setting, management of coordinator and franchise KPIs for Franchise retail
  • Lead the team in the creation of compelling in-store and window presentations that differentiates Old Navy from other brands and retailers, and gives Old Navy stores a competitive advantage across our Franchise businesses
  • Influence the shared marketing/creative team to concept and design creative window messages, ensuring all stories support the brand image, design ethos and business strategies for the Old Navy Brand
  • Influence Franchise Partners in their Brand Fashion/Visual Merchandising to create a cohesive store experience between product presentation and creative presentation (graphics, imagery and copy). Ensure that all key looks support design direction and overall brand aesthetic
  • Plan and run internal seasonal pipeline meetings for franchise
  • Brand Marketing and VM experience with strong leadership skills
  • Excellent influencing and collaborating skills
  • Proven ability to work with creative organizations
  • Ability to apply strategic thinking to brand and visual marketing
  • Global perspective and cultural sensibility
  • An expressed understanding of the Old Navy brand (including aesthetic, taste level)
  • Broad knowledge of competitive designers/retailers for the Old Navy brand
  • Current relevant market trends and consumer behavior
  • Good knowledge of business KPIs
  • Success in leading teams to execute rapid program implementation, proven ability to lead a team
  • Proven track record in managing budgets to target. Highly flexible and adapts well to a rapidly changing environment
  • Ability to manage and direct multiple projects
  • Strong creative vision and accomplished portfolio of deliverables
  • Ability to oversee a variety of roles; copywriting, design, photo art direction and visual presentation
  • Ability to be creative and innovative – finding new ways to bring the brand promise to life
  • Strategic nature, ability to drive results creatively and in line with business objectives
  • Ability to deal with ambiguity and make complex decisions with minimal direction
  • Strong customer focus, both internally and externally
  • Exceptional executive presence and ability to communicate in business terms
  • 8+ years of Marketing/VM experience required
  • 5+ years of leadership experience required
  • Experience working for a business with Franchise Operations preferred
2

Franchise Marketing Manager Resume Examples & Samples

  • Tertiary qualified in Commerce/Business/Marketing or a relevant discipline
  • Candidate must have a minimum of five years brand/product marketing experience
  • Demonstrated experience in marketing communications and advertising across all disciplines
  • Demonstrated cross-functional team leadership abilities
  • Strong analytical skills required
  • Excellent relationship building skills
  • Excellent communication and persuasion skills
  • Strong leadership
  • Must be able to manage multiple priorities effectively
  • Must be self-motivated and be able to work independently
3

Franchise Marketing Manager Den & Ice Resume Examples & Samples

  • Develop and agree with relevant constituencies the local sparkling & still marketing plans and calendars to deliver on BP targets,
  • Identifying consumer insights and create winning consumer strategies that deliver against consumer and company destination
  • Monitor, track and drive brand performance KBI’s
  • 10%
  • Management of local water brands end to end in the market (IMC, OBPPC & Innovation)
  • Manage planning and implantation of local Brand PR, Assets, Media and digital activities
  • Actively participate through the appropriate stage-gate processes in local innovation development (ensuring appropriate prioritisation is applied)
  • Recommend and align with brand Directors key choices of consumer DMI allocation for the brands
  • Deliver on marketing productivity initiaves
  • Partner with the bottler on strategic projects
  • Brand Management at local level
4

Marketing Manager, Flu Franchise Resume Examples & Samples

  • Owning relationships with specific large customers. This could include developing strategic alliances and contract performance
  • Supporting the overall development of the flu brand strategy. This also includes evaluation of the business opportunity
  • Acting as a liaison and communication point for the field and matrix partners
  • Identify and develop solutions to address flu vaccination needs for customers (at local, district and national levels)
  • Develop business plans for the flu franchise development of a bottoms up forecast, Strat Plan, Marketing Operational Plan and Go to Market Plans ensuring synergies with the other customer franchises and brands
  • Responsible for demand tracking and supply allocation across segments
  • Work with internal teams and outside agencies/vendors to define project scope, timelines, and deliverables. Draft creative briefs and other necessary requirements documents to support the development of campaigns. Provide direction and support to project teams and implement changes when needed in order to achieve project objectives
  • Routinely engage with the field and our customers to understand their needs for the development of relevant customer value propositions
5

Franchise Marketing Manager Resume Examples & Samples

  • Lead marketing account management for 12-18 franchisees (40-50 locations) encompassing strategy, project management and measuring results
  • Bachelor’s degree, preferably with a concentration in marketing, business administration, English or communications
  • Minimum 3 years relevant work experience
  • Ability to think laterally and creatively and problem-solve while juggling multiple tasks
  • Proficiency with Microsoft Office
  • Experience working in a multi-unit franchise organization desired
  • An outgoing personality and an interest in fitness and wellness preferred
  • Above description may be subject to change or alteration at any time
6

Franchise Marketing Manager Norway Resume Examples & Samples

  • Develop and agree with relevant constituencies the local sparkling & still marketing plans and calendars to deliver on BP targets
  • Bring to life through adaptation and amplification centrally produced sparkling IMC campaigns, & initiatives at local level
  • Management of local brands (water, Urge) end to end in the market (IMC, OBPPC & Innovation)
  • Manage planning and implementation of local Brand PR, Assets, Media and digital activities
  • Exercise thought leadership towards the Bottler as a key contact to the bottler’s marketing director & sales directors to enable effective execution of the brand plans in the marketplace
  • Leadership of marketing team; develop, coach and development of 4 direct reports and the leadership responsible for CCEP Graduate program
  • Be an active member of the wider brand community at WEBU level participating and contributing to the wider sparkling marketing community culture, knowledge and performance
  • Provide thought leadership and local perspective to BU on the development of central sparkling IMC campaigns and initiatives (operating within the marketing factory process and accountabilities)
  • Interact collaboratively with key internal and external stakeholders to drive the whole brand agenda at local level
  • Develop and manage Team. Build required capability
  • Actively participate through the appropriate stage-gate processes in local innovation development (ensuring appropriate prioritization is applied)
  • Manage the marketing budget/P&L driving it towards business priorities and aligning it behind central big bets
  • Adapt to P+L pressures through flexible budget management to protect profit and allow multi –country balancing)
  • Deliver on marketing productivity initiatives
  • 10-12 years of marketing & commercial experience (preferred with significant amount in TCCC)
  • Comercial experience (sales, key accout etc)
  • P+L management Business
  • Versed in Communication / PR/ media/ Digital
  • Used to Matrix working
7

Wholesale & Franchise Marketing Manager Resume Examples & Samples

  • Create and execute 360 marketing strategies and plans for key franchise partner markets, managing day to day relationships with the partners
  • Drive brand elevation in the key franchise markets, looking for interesting and innovative ways to use the full 360 marketing mix
  • Create and own wholesale strategy for the region, prioritising accounts and becoming the fulcrum for all marketing and communication on wholesale between HFH, the EMEIA wholesale team and the EMEIA hub teams
  • Manage the day to day activity on all cross regional wholesale accounts, eg Farfetch
  • Partner with Wholesale and Franchise team in order to support the business through marketing and communication