Field Marketing Manager

6 months ago

Burlington, Canada The Wendy's Company Full time

Overview:

- When our square shaped burgers made their first sizzle on the scene more than 50 years ago, people knew our approach wasn’t like any other. Same goes for the way we support our employees. Our culture of openness, flexibility, and inclusiveness allows everybody to flourish in their own way. If you’re looking for a career where you can be part of the action as we continue to grow our iconic brand - We got you_

Responsible for leading strategic, high impact programs that ladder up to the National objectives, driving profitable sales growth. Drives decisions on $6 million of co-op advertising to build sales and customer counts in 10 Provinces in Canada.

Responsable des grands programmes stratégiques à grand impact qui favorisent l’atteinte des objectifs nationaux et une croissance rentable des ventes. Il guide les décisions quant aux six millions de dollars de publicité collective servant à augmenter les ventes et le nombre de clients dans les dix provinces au Canada.

**Responsibilities**:
Partner with VP Ops to support Franchise Business Meetings to gain support for initiatives through sharing results incorporating market research, competitive tracking, product indices, dayparts and community engagement.

Work with cross functional teams as Marketing representative for New Restaurant Opens and IA re-opens. Develops trade area geo targeted marketing plans for new restaurants. Assess and provide plans for down restaurants to understand performance gap.

Responsible for management and performance of the Agency in efficient and effective traditional and digital media planning/buying, promotion development, creative development, Direct Mail development and execution.

Partner with FOMs in all regions to influence franchise system to adopt Wendy’s initiatives on product marketing, price/value, product testing and remodeling support to maintain a unified restaurant system. Partner with the digital team to ensure FZ embrace digital in their restaurants/markets and provide feedback on positive performance or improvements needed.

Develop and execute a unique Strategy/Calendar for Quebec utilizing 4% contribution. Work with the Agency to create, implement and measure impacts of grass roots local programs in the province. Influence and help educate New Quebec Franchisees and existing on effective use of media.

Oversee local marketing budgets totaling ~6 million for 10 Provinces. Responsible for proper procedural process and structure in the conducting of co-op business, agreements, by-laws, accounting system, and voting structure.

Image Activation plans for all new and re-open locations (WCAP funds $2,500 per location)

Local Restaurant Marketing plans

Direct Mail execution timing, frequency and pricing recommendations

Local creative executions

Position supports all of Canada.

Preferred location is Burlington/Ontario. Open to other locations.

Il travaille avec le vice-président des opérations afin de soutenir les réunions d’affaires des franchises dans le but d’obtenir l’appui d’initiatives en partageant des résultats intégrant des études de marché, un suivi concurrentiel, des indices de produit, des segments de journée et l’engagement communautaire.

Il collabore avec les équipes multifonctionnelles, comme le représentant du marketing dans le cadre des ouvertures de restaurants et des réouvertures de restaurants IA. Il élabore des plans de marketing ciblant des zones géographiques commerciales pour les nouveaux restaurants. Il évalue et fournit des plans pour les restaurants à la baisse afin de comprendre les lacunes en matière de rendement.

Il est responsable de la gestion et du rendement de l’agence dans les domaines de la planification et de l’achat de médias traditionnels et numériques efficaces, du développement promotionnel, du développement créatif, du publipostage direct ainsi que de l’exécution.

Il s’associe avec les directeurs des opérations des franchises dans toutes les régions pour influencer le système des franchises afin d’adopter les initiatives de Wendy’s en ce qui a trait au marketing de produit, au prix par rapport à la valeur, à l’essai de produits et au soutien à la rénovation. Il collabore avec l’équipe numérique pour garantir que FZ adopte le numérique dans ses restaurants et ses marchés, et fournit une rétroaction sur le rendement positif ou les améliorations requises.

Il élabore et exécute une stratégie et un calendrier uniques pour le Québec, avec une contribution de 4 %. Il travaille avec l’agence afin de créer et de mettre en œuvre des programmes locaux de base dans la province ainsi que d’en mesurer les impacts. Il influence les franchisés du Québec nouveaux et existants, et aide à les renseigner sur l’utilisation efficace des médias.

Il supervise les budgets de marketing locaux totalisant environ six millions de dollars pour les dix provinces. Il est responsable du processus

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