About the position
The Associate Manager, Brand Marketing will help implement the overall strategy, design, and implementation of national marketing within the four walls of the restaurant and all third-party/delivery platforms. This person will be instrumental in amplifying and telling the Red Robin brand story and working closely with the Brand Marketing team to analyze the performance of existing campaigns to assist in developing new and creative marketing strategies to help drive business objectives. The role will facilitate and deliver all guest-facing printed materials such as but not limited to main, beverage, and dessert, catering, and kid's menus as well as table tents, tabletop devices, promotional materials, and test materials for all corporate, Donatos, franchise, and Canada locations. This Team Member will have the ability to adapt to the fluid needs of the business, possess critical thinking skills and showcase partnership within the brand marketing landscape. The individual is responsible for maintaining key agency relationships and ensuring that all marketing is delivered within the established timelines and budgets. This role will provide key insights to help Department leadership strategically evaluate business opportunities, leverage consumer insights and behaviors to address customer-based opportunities and bring them to market to positively impact brand equity, business sales and profitability. This position is hybrid remote. The ideal candidate would reside in Colorado and be able to travel to the Restaurant Support Center in Englewood, CO as needed.
Responsibilities
- Partner with key stakeholders to continue improvement of menu engineering driving PPA growth and mix of key categories and products
- Assess menu item performance, mix and optimization opportunities
- Partner with key stakeholders to evolve in-restaurant content strategy based on shifts in consumer ordering trends and Guests needs
- Understand the market: track competitive and category innovation trends across relevant spaces, menu innovation, in-restaurant guest experience and evaluate the relevance, fit and feasibility
- Work with the broader strategic marketing team and business partners to define brand needs and project scope
- Partner with culinary team to execute new menu innovation and recipe testing to drive new news and relevancy to menu
- Execute creative strategy and development/optimization of printed Corporate, Canada, Franchise and Test Dine In, Catering and Kids Menu versions from conception through implementation
- Execute quarterly strategy for and creative updates to tabletop device content by serving as the main point of contact for cross functional teams including: IT, Category Teams, Agency Partners, Table Top Providers and Key Stakeholders to insure the timely and accurate deployment of all tabletop content
- Execute the creative development and execution of all secondary Guest-facing menu and in-restaurant marketing materials
- Partner with agencies to create highly engaging visual content for the brand including but not limited to menu photography, print and website marketing collateral
- Lead the planning and execution of quarterly photoshoots to capture updated visual assets for the Dine In, Kids, Catering and Third-Party Menus, website, and Tabletop devices
- Support the expansion of Donatos Expansion and other test initiatives, as needed, through development and deployment of menu versions, tabletop content or in-restaurant marketing materials
- Develop, test, and implement promotional and systemwide initiatives to support national in-restaurant sales growth and traffic
- Management of Asset Manager and Master Data Management platforms to keep content organized and on track for systemwide yearly menu deployments ensure brand photography and materials are consistent across all restaurants and channels
- Conduct quarterly business reviews with key stakeholders
- Oversees key agency partners in the creative development for national marketing initiatives including agency, kick-off, creative brief process, scheduling and consolidation of feedback
- Support marketing communications to ensure implementation across marketing channels
- Create timelines, managing approvals, and sharing final products with internal stakeholders
- Collaborate with the consumer insights team to evaluate audience research, informing messaging strategies that align with Red Robin's guest segmentation, and optimize content based on testing in restaurant materials
- Partner with cross-functional teams including operations, culinary, finance, training, consumer insights and supply chain to ensure wholistic awareness of key initiatives and overall strategy of content
- Participating in read outs of results from systemwide deployment and testing and identify opportunities
- Develop strategic creative briefs, execution of clear and timely work orders and management of processes, schedules and budgets to ensure agencies and team stay on track with overall yearly goals and initiatives.
Requirements
- College degree preferred or equivalent 3-5 years' work experience required - Marketing, Advertising, Public Relations or Business Administration
- Previous restaurant, hospitality or retail experience strongly preferred
- Requires a comprehensive understanding of marketing channels, local restaurant marketing, sales building programs and content development
- Ability to effectively multi-task and manage competing priorities and initiatives across internal & external stakeholders with minimal supervision
- Ability to analyze campaigns, promotions and menus with the ability to build plans based on learnings
- Excellent interpersonal and communication skills including presentation skills
- Detail oriented, self-starter with the ability to work in a fast-paced environment, meet deadlines with minimal supervision
- Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook, etc.)
Benefits
- Annual bonus opportunity
- Flexible Paid time off and holidays
- Health, vision, dental, life insurance plans, and discounts
- 401(k) savings plan plus a company match with immediate vesting
- Eligible to participate in the employee stock purchase plan after 1 year of continuous employment
- Discounts on Red Robin food
