VP, Brand Marketing - Hardee's

FRA0B1 Requisition #

Vice President, Brand Marketing – Hardee’s


The Vice President, Brand Marketing – Hardee’s is a top marketing leader responsible for brand, advertising, content delivery and promotional campaign management at CKE both domestically and internationally.  This executive will drive market testing of new products and national promotions, manage a dynamic and differentiated marketing calendar, and ultimately, play a critical role in defining the vision and leading menu innovation across all categories for Hardee’s in partnership with others, i.e., culinary innovation.  S/he will understand how different layers, such as value, beverages, breakfast and core, weave together in a unified effort to increase company revenue, same store sales and profitability targets.  S/he will also lead a consumer insights team to further develop the brand and consumer strategy and work closely across functional teams on the creation of new products, services, concepts and promotional ideas.  This executive will be based out CKE’s headquarters in Franklin, Tennessee (a suburb of Nashville).



·       Achieve the annual sales and traffic targets by developing and executing a 24-month dynamic marketing calendar and leading a winning menu vision across all Hardee’s restaurants.

·       Provide strategic perspective for future brand growth and development of new business layers and initiatives as well as driving CKE’s international marketing.  Define product strategy and positioning for the development of advertising campaigns.

·       Lead cross-functional teams on the development of new products, services and/or promotional ideas and effectively leveraging franchisees on brand execution and business opportunities, sharing best practices and planning details for promotional calendars.

·       Inspire and lead the consumer insights team on the development of the brand and consumer strategy as well as defining appropriate test markets for major new product ideas.  Lead all market testing of new products, national promotional recommendations and analysis of product and promotional performance.


Desired Outcomes:

·       Define and execute on key strategies to redefine the Carl’s Jr. and Hardee’s brands to force dramatic brand reconsideration across all consumer touch-points, creating relevance and differentiation in a crowded field of competitors in order to “win” through increased sales, profits and customer enthusiasm and commitment to the brands.  Ensuring the marketing function, cross-functional teams and outside agency partners are aligned and clearly behind the vision and strategy.

·       Implement a simplified menu vision and innovation, define and lead stage-gate product development and testing processes in order to deliver consumer and operations simplification.  Establish a relevant and dynamic marketing plan driven by consumer insights. 

·       Hire and promote a winning, diverse team and ensure ongoing career and professional development.



·       Self-starter, entrepreneurial leader who performs well in a lean, fast-paced environment with a strong work ethic and brings a combination of high energy with a high sense of urgency.

·       Strong communication skills; ability to speak and write concisely and effectively, adapting messages to a range of audiences.

·       Creative problem solver; ability to think outside the box to create solutions and drive the strategic direction of the business.

·       10+ Years in Branding and Marketing

·       Demonstrated broad and well-developed functional marketing skills in a dynamic and highly promotional space

·       BA / BS degree - M.B.A. or Masters in Marketing degree is preferred.

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