Vice President - Brand Experience Arby's

Brand Experience Strategy Leader

This role leads a team responsible for building the marketing plan to achieve Arby's business and consumer goals.

This includes clear definition of the consumer targets/insights, monitoring competitive activity, identifying white space, building the annual marketing plan, and leading development of the brand's value initiatives.

The Brand Experience Strategy Leader will oversee overall execution and performance of Arby's plans to deliver against topline goals. This person will work cross functionally to maximize brand performance. This is inclusive of national and local marketing activity. This role is the lead brand point of contact with the Digital Guest Experience team for ecommerce, 1:1, loyalty, and third party delivery.

They will set the annual calendar and own key workstreams such as promo/offer strategy and major sponsorships, partnerships.

Responsibilities:

• Lead clear definition of the brand's business and consumer goals. Develop strategies and recommend prioritization of resources to accomplish those goals

• Lead development of annual marketing calendar of activity. Including in year adjustments based on risks, opportunities, evolving market dynamics.

• Lead definition of key targets, including insight development, learning attitudes and usage, and monitoring performance against consumer goals.

• Lead ongoing evaluation of current value initiatives and development of new value programs. Inclusive of development, test, launch, and evaluation.

• Partner with digital guest experience team as brand lead for delivery of brand's digital goals across ecommerce, 1:1, loyalty, and 3pd

Requirements:

• 4 Year Bachelor's Degree in Business Administration, Marketing, Statistics, Social Science, or related field

• Master's Degree in Business Administration Preferred

• 15+ years of experience in Marketing in brand management and/or brand experience. Restaurant/QSR experience preferred.

• 10+ years of experience in leadership role, managing people and processes

• Strategically-minded marketer with strong business acumen, including P&L fluency a general manager mindset

• Deep understanding of brand DNA, including but not limited to market size, competitive positioning, target consumer segments

• Creative thinker and conceptual problem-solver who can unlock growth opportunities across the brand experience

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

• Self-starter and entrepreneurial leader who performs in a lean, fast-paced environment

• Thrives in collaborative, matrixed, and cross-functional organization with strong ability to influence

• Ability to develop and mentor others

• High EQ, internally and with Franchisees

10% Travel Required