Channel Marketing Manager, Take-out

3 weeks ago


Mississauga, Ontario, Canada Boston Pizza International, Inc. Full time

Position:
Channel Marketing Manager, Take-Out & Delivery

Location:
Mississauga, ON

Company Overview:

Boston Pizza International Inc. is Canada's No. 1 casual dining brand with almost 400 restaurants in Canada and more than $1 billion in sales.

The company has been recognized as a Platinum Member of Canada's 50 Best Managed Companies and as one of Canada's Best Places to Work.

Reporting into the Sr Director, Digital Marketing in Mississauga, the role will cross all channels to lead Boston Pizza Take-Out & Delivery (TOD) marketing activities in Canada.


Duties and Responsibilities
This role will focus on the growing Take-Out and Delivery (TOD) channel at Boston Pizza across Canada.

The core objective is in driving ongoing increases in TOD sales (through increases in frequency from existing guests, new guest acquisition, and average order value).

While the primary focus of TOD is through digital channels, the role will also encompass a heavy focus on data insight and strategy across all marketing channels to reach guests at the ideal moment in time to drive conversion.

You will be expected to be a real consumer rooted voice of influence across BPI.

Key elements of the role include:

  • Responsible for developing a rolling 18month growth strategy/plan (encompassing both acquisition and retention) and socializing across all functions in the organization
  • Develop a thorough understanding of all current TOD channels
  • External Aggregator channels: Skip the Dishes, UberEats, other
  • Identify and lead emerging TOD channel opportunities (ie. New aggregators, digital channels)
  • Analyze and interpret all TOD metrics on an ongoing basis, to act as the central resource for marketing insights on TOD
  • You will be expected to know, understand and track site metrics, media performance, aggregators, sales, regionality, offer performance, etc
  • Identify opportunities for optimization or growth based on data insights
  • Provide direction and counsel to regional/national marketing teams on TOD offer strategies, based on historic learning and competitive/industry insights
  • Lead the TOD business within marketing, driving cross functional efforts to execute against plan
  • Manage TOD marketing and media budget, and oversee or lead associated tactical executions
  • Own and develop paid search strategy (SEM) to drive awareness and conversion
  • Provide strategic input and consultation on paid digital media tactics with agency partners

Key Partnerships

  • Partner with sports, menu, social, digital, regional and national marketing teams, as well as IT, Operations and RBM's, to drive allencompassing TOD growth
  • Inspire internal and external partners to develop impactful advertising creative for deployment on various media channels to improve brand recall and link
  • Work closely with Media partner on paid search strategy and digital media activities

Skills Required:

  • Analyticsfocus, with strong ability to understand and interpret data
  • Experience in content development, ideally within the AEM platform
  • Working knowledge of SEO and SEM best practices, experience developing search strategies
  • Excellent written and verbal communication skills
  • Creative aptitude for digital design and user experience
  • Problem solving skills
  • Proficient in Microsoft Excel, Word and Powerpoint
  • Certifications in Google AdWords, Bing, Google Analytics an asset
  • Understanding of digital best practices, tools and opportunities
  • Organizational and time management abilities

Background Experience:

  • Minimum 57 years of industry experience in digital marketing, ideally gained in retail or B2C
  • Adobe or comparable platform working experience
  • A proven ability to translate ecommerce objectives into a successful action plan
  • Experience in variety of marketing elements (ecommerce, SEO, SEM, digital media, print, POS)
  • Working knowledgeable of bestinclass digital technologies, techniques and processes
  • Demonstrated ability to integrate across functional areas within an organization
  • Experience within a Franchise organization would be an asset
  • Proven ability to manage in a dynamic and fastpaced environment

Key Behavioural Competencies

  • Ability to drive projects/results by leading cross functional execution
  • Leadership presence, with ability to influence by being a naturally vocal leader
  • A confident, energetic thinker
  • Entrepreneurial spirit to bring new ideas and lead efforts confidently
  • Strong interpersonal skills and collaborative team player
  • The ability to manage multiple agency partners and stakeholders
- **Passionate about the brand Loves the idea of working in the food hospitality industry

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