Brand Channels Manager - GoTo Foods : Job Details

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Job SummaryThe Brand Channel Manager provides expertise to drive off premise, demand generation and digital marketing efforts to achieve the brand's business objectives. This position collaborates with cross functional teams to ensure a consistent execution across digital marketing platforms. This position manages the implementation of off premise initiatives including first and third-party order & delivery, Catering, and digital marketing programs and analyzes their effectiveness. This position also provides key insights to build and maintain additional revenue growth opportunities through digital channels. The position reports to the Digital & Off Premise Marketing Director and contributes to the development and dissemination of off-premises strategy to the brand team and cross-functional teams.

Job SummaryThe Brand Channel Manager provides expertise to drive off premise, demand generation and digital marketing efforts to achieve the brand's business objectives. This position collaborates with cross functional teams to ensure a consistent execution across digital marketing platforms. This position manages the implementation of off premise initiatives including first and third-party order & delivery, Catering, and digital marketing programs and analyzes their effectiveness. This position also provides key insights to build and maintain additional revenue growth opportunities through digital channels. The position reports to the Digital & Off Premise Marketing Director and contributes to the development and dissemination of off-premises strategy to the brand team and cross-functional teams.Essential Functions

• Digital Channels
• Digital Content:
• Collaborate with brand marketing, creative, public relations, social media, Customer Engagement & Loyalty, and operations to deliver a best-in-class digital channels experience that drives sales, in partnership with the GoTo Foods Digital Team
• Develop relevant marketing programs to translate brand story to digital environment and align with integrated marketing strategy
• Digital Channels
• Co-lead and manage the execution of campaigns through owned brand channel including CRM (email, push, rich messaging, SMS, etc.), website, app and loyalty program.
• Manage overall development of creative and messaging strategy for CRM in partnership with Customer Engagement Team.
• Coordinate ongoing loyalty planning and offer deployment coordination, aligning with brand strategy goals and objectives to drive sales, customer retention, frequency, and customer life-time value.
• Drive sales, customer retention, frequency and value through successful creation and execution of digital marketing campaigns.
• Franchise Support:
• Collaborate with Brand Operations, Training and Field Marketing teams to evaluate impact of all new marketing and technology programs on franchisee and store level operations and support development of training materials for all new program deployments.
• Delivery & Off Premise
• Partner with Digital & Of Premise Marketing Director to align on 3PD strategy and lead implementation
• Partner with Field Marketing team to develop, implement, and maintain strategies that support adoption of multiple 3PD vendors within restaurants to maintain and grow sales.
• Plan and execute delivery campaigns and promotions that align with brand goals and overarching brand campaign objectives.
• Catering Marketing & Innovation
• Marketing
• Manage Monkey Media and ezCater vendors in partnership with category marketing partners including execution, pricing, menu, etc.
• Leverage GoTo Foods best practices and apply learnings to create, execute, and maintain brand catering applications and long-term catering strategy.
• Support request management with Catering Store Support resources (MSI escalation requests)
• Innovation
• Partner with cross-functional team on execution of catering innovation and in-market tests, as needed
• Partner with supply chain & ops on cost analysis of products and packaging changes
• Planning, Performance & Tracking
• Review new technologies and keep company at forefront of development in off premise and digital marketing. Suggest optimization methods to applicable teams (Category, Enterprise, Brand) to improve Guest Experience
• Ensure smooth operations of all digital channel tools and applications.
• Help to troubleshoot franchisee and store issues as needed in conjunction with Brand Operations, Retail IT and Digital team
• Measure ROI and KPIs associate will all project and long-term brand plan. Tracking performance for all Brand Channels (online ordering, loyalty, 3PD) and campaigns via regular reporting to Brand leadership
• Relationship Management
• Build effective working relationships with franchisees & vendors to translate franchisees' needs into action
• Maintain vendor relationships to manage expectations (e.g., high level of service, accountability, etc.), to provide timely feedback, and to maximize cost efficiency, quality, timeliness, and responsiveness in a manner that best supports the organization's initiatives.
• Develop, communicate and present materials to support Field team and brand leadership as is relates to off-premises initiatives, as well as demand generation, acquisition and loyalty driven efforts for digital campaigns

Education

• Bachelor's Degree, Business Administration with an emphasis on marketing or project management (Preferred)

Work Experience

• 5+ years of any combination of experience and/or education in marketing, marketing technology, demand generation, business administration, e-commerce, off premise sales or related field (Required)
• Retail, restaurant, hospitality, food or beverage experience (Preferred)
• Experience working with digital platforms (Monkey Soft Solutions/ezCater, Punchh) and off premise delivery vendors preferred (OLO, UberEats, DoorDash or other).
• Experience working within franchise organization a plus

Skills

• Strong project management skills with ability to drive projects and/or campaigns forward to completion while remaining highly organized and detail-oriented
• Data driven and can support decisions with insights and analytics
• Results oriented with ability to translate strategy and business objectives into actionable plans and measurements
• Ability to work well under pressure with meeting deadlines in a high-volume environment
• Comprehends technology concepts and can access and translate effectively across multiple teams
• Communication skills that create positive impact and engagement (written, verbal and presentations).
• Ability to anticipate and respond to the needs of stakeholders (e.g., internal and external customers, etc.) in a timely manner
• Ability to create program goals, messaging, communication, and overall event plans
• Ability to adapt and adjust planned work through analyzing work demands, competing priorities, and tight deadlines; and to understand the most effective and efficient means to accomplish tasks within the parameters of the organizational structure, processes, systems, and policies
• Ability to assess situations, provide counsel, and identify solutions that resolve challenges/issues, while considering the best interests of all parties; to develop and implement short and long-term solutions; and to apply effective problem solving and decision-making to address business needs and issues

Certifications

• Certification as a Project Manager as granted by PMI is a plus

Travel Requirement

• May be required to travel up to 25% of the time

Seniority level

• Seniority levelMid-Senior level

Employment type

• Employment typeFull-time

Job function

• Job functionSales and Business Development
• IndustriesFood and Beverage Services

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