Director of Marketing

Director of Marketing

POSITION SUMMARY:

Fricker's is seeking a dynamic and experienced Marketing Director to lead our organization's marketing efforts. In this pivotal role, you will be responsible for developing, implementing, and overseeing our marketing strategies to drive growth, enhance brand visibility, and ensure effective market positioning. As a strategic leader, you will collaborate with cross-functional teams to craft innovative campaigns and initiatives that resonate with our target audience. Your expertise in market analysis, brand management, and creative direction will be important in steering our marketing operations towards achieving our business objectives. If you are a visionary marketer with a proven track record of success and a passion for driving meaningful impact, we invite you to join our team and help shape the future of our brand.

Key Accountabilities / Responsibilities

• Identify market opportunities and gaps based on consumer insights and industry data and develop profitable product line strategies that align with overall platform and brand strategy.
• Partner with Marketing Manager, Regional and Company members, to plan and create the Brand Promotional ideas that drives sales and transaction growth. Oversee the development of Digital and Media Leadership to ensure forward progress of fully integrated advertising across all consumer touchpoints, including photography, merchandising, print, social networking, TV and radio communication channels.
• Partner with Operations to assess the business impact and constraints on restaurant execution and the guest experience to align around the brands direction, choices and tactics and to ensure flawless execution at the restaurant level.
• Collaborate with Finance to understand financial metrics to define specs and builds and develop forecasts, develop pricing strategies for promotional windows and menu items, and assess sales, transactions and menu mix data to understand recommendation and business case.
• Engage with Ops/Training to produce training materials for new marketing initiatives.
• Conduct development of in-market restaurant tests and visits to monitor test performance and make recommendations to internal and external key stakeholders for execution improvements.
• Determine placement for all merchandising and in-store point of purchase materials and create the Marketing Action Plan (MAP) for distribution to the system.

Required Knowledge / Skills:

• Strong interpersonal skills and a proven ability to engage with internal and external customers.
• Ability to understand and interpret data and information and recommend appropriate actions.
• Proven expertise in planning, developing, implementing, and tracking projects.
• Proficiency and knowledge of consumer research guidelines and best practices.
• Effective communication skills are critical. Both verbal and written communication skills will be essential in producing the results required for the role.
• Is naturally curious and takes the initiative to find solutions and more effective ways of working.
• An ability to work effectively across a cross-functional team, while supporting conflicting priorities and deadlines.
• Likes solving problems, presenting solutions, and resolving conflicts.
• Proven track record of high performance and career progression.
• An entrepreneurial spirit with a desire to build the business.
• Self-motivated, results-oriented individual, who possesses a strong attention to detail.
• Computer proficiency in the Microsoft Office suite of products.
• Effective knowledge of website and marketing tools, Google Analytics, Netinsight, Omniture, WebTrends, SEMRush,
• Ability to build the Frickers Brand with Fun, Food, Sports and Spirits attitude.

Experience

• 5 - 10 years: Prior experience in Brand Marketing or Consumer Insights
• 5 - 10 years: Experience working with multi-unit QSR, Full-Service Casual, Fast Casual, Restaurant or Retail companies is preferred.
• 5 - 10 years: Understanding of Organizations that include Franchise and Company Operations an asset.

Education

• Bachelors or better in Communication or related field
• Bachelors or better in Marketing or related field

Behaviors

• Enthusiastic: Shows intense and eager enjoyment and interest
• Leader: Inspires teammates to follow them
• Detail Oriented: Capable of carrying out a given task with all details necessary to get the task done well

Motivations

• Ability to Make an Impact: Inspired to perform well by the ability to contribute to the success of a project or the organization
• Goal Completion: Inspired to perform well by the completion of tasks
• Flexibility: Inspired to perform well when granted the ability to set your own schedule and goals