Brand Marketing Manager - Menu Strategy

Denny's - Irving, TX

Full-time - Mid Level

Irving, TX

Food Services and Drinking Places

About the position

The Marketing Manager, Brand & Menu Strategy at Denny's plays a pivotal role in shaping the brand's marketing initiatives, focusing on menu innovation and product development. This position is responsible for leading the marketing efforts for national, regional, holiday, and special menus, ensuring that these initiatives align with the overall marketing strategy of the brand. The Manager collaborates with various teams, including Marketing Strategy, Brand Activation, Digital, Product Development, Consumer Insights, Agency Partners, Field Marketing, Procurement, IT, Operations, Merchandising, and Finance, to ensure that all new product offerings resonate with consumers and drive incremental sales and profitable traffic. The role requires clear communication and effective implementation of marketing strategies across all functional areas. In partnership with the Marketing VP and Director of Marketing Strategy, the Marketing Manager develops strategic marketing plans aimed at enhancing the Core Menu to boost profitable system traffic. This includes overseeing menu testing efforts from planning through execution and analysis, managing communications, inventory, pricing, and operational feedback. The Manager is also responsible for the implementation process of all menu launches, ensuring that all functional areas are aligned and that any risks or missed deadlines are flagged promptly to keep projects on track. The role involves writing strategic briefs for internal and agency partners to guide product and creative material development, ensuring that all marketing initiatives are in line with the brand strategy. The Manager collaborates with the Ops/Restaurant Readiness group to create training materials for new marketing initiatives and provides training to stores as necessary. Additionally, the Manager communicates test results and key learnings to internal leaders and Franchise partners to facilitate the adoption of core menu changes and programs. This position also includes leading project management efforts related to special projects and product/operations testing, ensuring seamless communication of all menu changes across national and regional levels.

Responsibilities

• Develop strategic marketing plans in partnership with the Marketing VP and Director of Marketing Strategy.
• Oversee Denny's core menu testing efforts from planning to execution and analysis.
• Manage the implementation process for all menu launches, ensuring flawless execution.
• Align internal cross-functional partners and communicate plans to key stakeholders.
• Identify key areas of opportunity for innovation in partnership with Brand Insights and Product Development teams.
• Write strategic briefs for internal and agency partners to guide product and creative development.
• Consult with Brand Activation and Digital teams to ensure marketing materials align with brand strategy.
• Produce training materials for new marketing initiatives and train stores as needed.
• Communicate test results and key learnings to internal leaders and Franchise partners.
• Lead project management efforts related to special projects and product/ops testing.

Requirements

• BA in Marketing, Business, or related field preferred or equivalent relevant work experience.
• 7-10 years of consumer marketing experience, with restaurant/retail experience required.
• Strong project management background.
• Demonstrates high-energy leadership while working with a team.
• Strong interpersonal and influencing skills to build productive relationships.
• Excellent communication skills: verbal, written, and presentation.
• Demonstrated expertise with PowerPoint, Word, Excel, and SmartSheet.
• Strong attention to detail and exceptional organizational skills.
• Ability to travel up to 10%.