Director of Brand Marketing - Temp position-covering maternity leave

About the position

As the Director of Brand Marketing, you will be responsible for developing and executing comprehensive marketing strategies to enhance the company's brand image and market position. This role requires a seasoned marketing professional with an understanding of brand management, consumer behavior, and market trends. The ideal candidate will also be responsible for crafting and executing the organization's digital growth and engagement strategy across multiple platforms and audiences. This individual will be accountable for developing a cohesive digital experience within an app and website and they will develop effective strategies to acquire, retain and grow customers within those channels.

Responsibilities

• Develop and implement a robust brand strategy aligned with overall business goals.
• Conduct market research to identify key trends, consumer preferences, and competitive landscape.
• Define and communicate the brand's unique value proposition and positioning.
• Plan and execute integrated marketing campaigns across various channels, including digital media (SEM, PMAX, display and or Programmatic, etc.), email, text, social media, print, etc.
• Monitor and analyze campaign performance, making data-driven decisions to optimize future efforts.
• Ensure that all campaigns align with the brand's tone, voice, and visual identity.
• Develop clear and compelling brand messaging that resonates with the target audience.
• Oversee the creation of marketing collateral, advertising materials, and other brand-related content.
• Ensure consistent messaging across all communication channels.
• Accountable for developing and executing an enterprise-wide digital strategy, roadmap, user experience solutions and innovations that drive meaningful and measurable results.
• Develop digital media guidelines (display, YouTube, social, etc.) for new LTO campaigns and evergreen support.
• Support e-Commerce customer acquisition and retention plans across all digital media channels.
• Work with agency on e-commerce digital media, partnerships, streaming radio, etc.
• Oversee the campaign calendar, works with internal and external creative teams on creative for campaigns, tests and traffics creative and manages the analytics of e-commerce digital media acquisition and retention campaigns.
• Ensure all site and app (future) messaging is aligned with marketing and promotional calendars and is on brand.
• Oversee marketing strategies that drive trips through rapid, emerging opportunities in the digital space, including the strategic use of digital media products.
• Stay knowledgeable of the digital marketing industry information, trends and opportunities.
• Develop, evaluate and oversee the implementation of A/B testing protocols and procedures within digital media.
• Drive and initiate website and app projects working closely with IT to improve the customer journey and increase acquisition, retention and conversion rates.
• Translate omnichannel customer interaction and engagement opportunities into executable business requirements that ensures a high quality and intuitive user experience.
• Monitor analytics, customer sign up and coupon performance to identify areas for improvement across the site and app (future) and establish a reporting cadence on trends, funnel analysis and customer behavior.
• Establish and maintain relationships with franchise owners.
• Communicate directly with franchise owners on programs, pricing and product launch options.
• Work collaboratively with Ops/Finance/Analytics to roll out marketing tactics that franchise owners may participate in.
• Monitor franchise compliance with company policies and agreements.
• Collaborate with operations, IT, etc. to ensure brand consistency across all touchpoints.
• Work closely with external agencies and partners to align marketing efforts with the brand strategy.
• Identify key performance indicators (KPIs) to measure the success of all brand marketing initiatives.
• Regularly analyze and report on brand performance, providing insights and recommendations for improvement.
• Own discounts for the brand and optimize/pivot as needed, based on KPI’s.
• Stay abreast of industry trends and evolving consumer behaviors to adapt strategies accordingly.
• Develop and manage the (D’Angelo or Papa Gino’s) marketing budget.
• Maintain discount budget to hit targets monthly.
• Monitor expenses and ROI to optimize budget utilization.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field (Master’s degree preferred).
• Proven experience (5+ years) in a marketing role with a focus on brand management and digital marketing.
• Demonstrated success in developing and executing successful marketing strategies.
• Management experience with the ability to inspire teams that deliver exceptional results.
• Excellent communication and interpersonal skills.
• Analytical mindset with the ability to make data-driven decisions.
• Familiarity with the latest marketing trends and technologies.
• Creative thinking and problem-solving abilities.