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Director - Marketing Canada

2 weeks ago

Burlington, Canada The Wendy's Company Full time

Overview:
The Director - Marketing Canada will create, oversee and guide the National brand strategy and key priorities for the Canadian Market. This includes developing and aligning both systems to national Calendar messages and innovation plans. They will partner with the international brand strategy team to execute plans while tapping into global research, innovation, and other global centers of excellence, as appropriate. The Director oversees external partnerships including country-specific advertising agencies and media partners. Success is measured by improvements in sales, customer counts, profitability and brand health.

**Responsibilities**:

- Design, build, and elevate marketing to ensure financial goals are achieved through timely and effective delivery of innovation, advertising campaigns, sales forecasting, testing analysis, and post-launch evaluations for continuous learning.
- Set and achieve strategic goals related to media mix and optimization, advertising development and execution, community management, brand health and marketing campaign initiatives
- Inspire, coach, develop and energize the Canadian marketing team and agency partners to create enthusiastic brand messages that will resonate with target demographic, at both a national and local/trade area level, ensuring all programs support business priorities and financial objectives.
- Build and maintain high level of confidence and collaboration with franchisees on the effectiveness of marketing led initiatives, ensuring their support elevates the performance of the agreed upon marketing plans.
- Ensure all agency partners are properly trained on the key tenets of the brand, staffed with top talent, compensated fairly with tight management of agency scope and legal contracts.

Qualifications:

- MBA and/or 10 years of experience in marketing and/or brand management.
- Knowledge of marketing strategy, media, restaurant operations (high level) and financial acumen.
- Knowledge of the competitive environment, experience interpreting research and gathering consumer insights, and understanding of the impact of the economic landscape.
- Ability to manage and influence Franchisees and partner with Wendy’s International and Global marketing teams.
- Demonstrated skills in strategic planning, learning agility, listening and communication, managing people and relationships and critical thinking.

**Expected Work Location (In Office)**: It is expected that you will primarily perform work at the Wendy's Canadian Restaurant Support Center 5515 North Service Rd STE 201