Sr. Manager, Brand Marketing - Hardee's

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Marketing
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FRA05Y Requisition #
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SCOPE OF THE ROLE

 

The Manager, Brand Marketing – Hardee’s, will be a key player in designing a new vision for CKE Restaurants (specifically focused on the Hardee’s portfolio) with the overall goal of driving restaurant results. This role is a challenging and strategic one, critical to the success of the business.

 

This is a fantastic opportunity for a strategic, dynamic leader with serious future stretch potential who is excited about growing a brand with a successful, complex organization.

 

KEY RESPONSIBILITIES

 

CKE is looking for a Brand Manager who will:

 

·       Help lead the development and execute a 24-month marketing calendar to beat year ago sales. Understand how different layers such as value, beverages, breakfast and core weave together in a unified effort to drive sales

·       Lead cross functional teams on the development of new product, services and/or promotional ideas

·       Provide strategic perspective for future brand growth and development of new business layers and initiatives

·       Understand brand image tracker / customer metric opportunities and provide strategic perspective regarding marketing calendar, local store marketing, beat year ago opportunities and market development planning

·       Work closely with franchisees on brand execution and business opportunities. Provide business recommendations, share best practices and planning details for promotional calendar

·       Interact with all departments and franchise organizations to develop business solutions, including test markets for major new product ideas

·       Develop Point of Purchase strategy and creative to support promotional windows to maximize sales and profit

·       Support cross functional teams working on new concepts, concept layers, day parts and major new product development, including timeline and budget management

·       Define and lead a menu vision across all categories for Hardee’s restaurants

·       Lead all market tests of new products, national promotional recommendations and analysis of product and promotional performance

·       Analyze menu mix to establish profitable business model and ensure new products / layers meet minimum levels of profitability

·       Establish a customer based strategy on menu boards and ensure market compliance with ongoing refinements

·       Define product strategy, positioning for development of advertising campaigns

·       Report on sales / marketing performance against budget and forecast


KEY EXPERIENCE

The Manager, Brand Marketing – Hardee’s will possess the following:

 

·       Brand marketing experience in the Quick Service Restaurant industry

·       Along with QSR expertise, a classical FMCG brand marketing background and/or subsequent retail / hospitality / leisure / telecoms experience is highly regarded

·       A can do attitude and high internal motor

·       Have some experience in all facets of modern marketing / brand management (both traditionally and, importantly, digitally and mobile) with an emphasis on through-the-line communication, including sales forecasting, advertising, sales promotion, product development, pricing, market research, brand reputation and CSR

·       Built, budgeted and executed both long-term strategic and short-term operational marketing plans that have resulted in above average business growth and performance

·       Ability to work closely with and lead functional peers

·       Previous experience within a multinational highly regarded

·       A strong work ethic

·       Undergraduate Degree with Marketing / Advertising / Communication emphasis

 

ABILITIES

 

In addition to exhibiting future stretch, you will possess the following abilities:

 

1.     Strategic Marketing and Brand Management Skills:

 

·       A creative, conceptual thinker who has a record of building marketing competency and driving marketing breakthrough

 

2.     Business / Commercial Acumen

 

·       A clear commercial orientation and ability to think and act like a general manager

·       A strong grasp of key business and industry drivers and a track record of capitalizing on identified consumer trends and insights to develop creative / breakthrough business- building strategies, products and programs

·       Strong intuition, ability to “connect the dots” and deal with ambiguity while possessing clear

·       financial savvy and using fact-based arguments to support proposals / recommendations

·       Ability to prioritize issues and opportunities and allocate resources accordingly

·       Ability to provide clear direction and business solutions to maximize individual and team performance

·       Ability to engage, motivate and inspire others and create a climate where people want to do their very best

·       Strong presence and able to lead by example

·       Be respected owing to the value you add, versus the organization you control

 

3.     Building Relationships and Using Interface

 

·       In addition to being a collaborative team player, able to build and sustain relationships across all functions and through all levels in an organization to ensure seamless integration and flawless execution of marketing and business plans

·       Strong cultural sensitivity and a track record of building relationships

·       Able to champion ideas and influence and motivate key stakeholders by infecting them with a shared sense of purpose and passion

·       A good listener who can connect easily with others


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