Mananger – Multi-Channel Marketing

Owns the strategic plan for messaging and offers across all owned digital channels. This strategy will be driven by data insights, segmentation, customer research, and business objectives. This role is intended to bring brand message consistency, while taking advantage of the unique opportunities each channel provides. It is imperative for this manager to constantly challenge the status quo, testing ways to increase engagement, and looking for ways to meet/exceed KPIs on each channel.

Supervisory Responsibilities:

This job has no supervisory responsibilities at this time.

Qualifications

Education

Bachelors’ degree required, preferably in Marketing, Business Administration, Digital Marketing or Advertising.

Professional Experience

5-7 years’ experience in digital marketing/brand, preferably in food service and/or experience in integrated marketing or customer relationship marketing a plus.

Essential Duties and Responsibilities

• Defining the messaging/offers strategy across core Sonic platforms:

o Mobile Application (Banners, In-App Messaging, Push Notifications)

o POPS (Slider Content, Order Phase Content, Suggestive Sell, Action Buttons)

o Website (Banners, Web Push Notifications)

o Social Media (Facebook, Instagram, Twitter)

o Text Messaging (SMS, Smart SMS)

o Email (Scheduled, Triggered)

o Other Owned Channels (Digital Menu Boards, Sonic Radio, Optec LED Signs)

• Aligning with the Manager, Segmentation Strategy to ensure messaging strategies are created for maximum impact across Store and Customer segments

• Maintaining calendars that clearly lay out messaging plans, both broad and segmented, and ensure proper communication to internal/external stakeholders

• Work directly with the teams responsible for media planning to ensure marketing strategies complement each other and to provide direction on campaign opportunities across the digital channels

• Works directly with in-house creative and development resources to expedite marketing needs for the digital channels

• Engaging franchisee representatives to gain approval for new offers

• Responsible for aligning with brand priorities and communicating needs to creative

• As needed, work with franchisees, operations, and supply chain to ensure strategies gain acceptance and will limit interruption/risk

• Develop unique digital programs/promotions to both attract and retain MySonic members

• Identify menu gaps and areas of opportunity for the brand in terms of product innovation as it relates to segments and National pipeline

• Create and facilitate development of a robust pipeline to bring news to the segments

• Responsible for product positioning, communication hierarchy and strategic creative briefs, working with the creative and brand teams

• Along with the Manager Multi-Channel Marketing, develop a set of ‘best practice’ guidelines for each channel and overall customer messaging

• Develop and maintain strong peer relationships cross-functionally

• Other duties assigned as needed.

• Travel 15%-25%

Critical Competencies for Success

• Strategic Thinking: The successful candidate will have demonstrated the ability to develop a comprehensive marketing plan that incorporates all components to deliver financial returns. Execution of the plan is also critical.

• Analytical Discipline: Is a logic-driven thinker that has demonstrated an understanding of data evaluation including consumer, financial, industry trend and local market influences.

• Flawless Program Management: This person has a successful record of leading cross-functional project teams, assigning key tasks and performing on-going management supervision to ensure that results exceed project plan goals.

• Franchisee/Customer Focus: This individual will be a polished and poised manager with superior oral and written communications skills and the ability to establish strong rapport and credibility.

• Multifunctional Expertise: This individual has the ability to influence across a complex multi-functional matrix to accomplish set objectives and is experienced in “sell-in” of ideas and has a collaborative communication style that cultivates buy-in.

*To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this Job, the employee is regularly required to sit; use hands to finger, handle, or feel and talk or hear. The employee is frequently required to reach with hands and arms. The employee is occasionally required to stand and walk. The employee must frequently lift and/or move up to 35 pounds. Specific vision abilities required by this job include close vision, distance vision and ability to adjust focus.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.