Senior Manager, Brand Marketing (IHOP)

A key member of the IHOP restaurant brand marketing team, the Senior Manager, Brand Marketing Manager is responsible for large revenue, complex product and menu-related projects. Focus on effectively managing strategy, new product development and improvements, testing and system-wide rollouts.

Responsibilities:

• Leads assigned projects/categories. Projects may include large revenue, complex projects, platforms, media supported tests, 3rd party partnerships, advertised campaigns, and priority categories of high sales PMIX
  • Plan, develop, test, and implement new products/initiatives
    • Serve as primary point of contact and content expert
    • Sets project objectives, strategy, positioning, and/or menu role
    • Develops and gains alignment on success criteria
    • Proactively seeks out information from others outside of immediate team to improve projects
    • Develop new product concepts, initial product names and positioning
    • Manage brainstorming of new menu items and platforms
    • Determine feasibility including strategic/operational fit, uniqueness, market size, ease of communication, motivation, and price value
    • Sets and drives to deliver clear, realistic project priorities, expectations, milestones, and timelines in partnership with PMI; communicates these to all stakeholders
    • Lead cross-functional team to implement - managing time and resources efficiently; delegating to cross-functional team as needed
    • Review materials to maintain accuracy/consistency
    • Analyzes performance and makes quality decisions and fact-based recommendations based on approved success criteria - balancing timeliness with data collection and stakeholder input, exercising reasonable consideration of both risk and reward when exploring opportunities
    • Update project performance to leadership, cross-functional team, and franchisees
  • Responsible for system-wide rollouts
    • Develops creative briefs with a clear key message and effectively presents to agencies
    • Partner with creative marketing and agencies on creative materials to ensure key messages are pulled through
    • Manages inventory planning in partnership with supply chain team
  • Manage product improvements and cost-savings opportunities
  • Lead team and provide coaching and guidance to marketing managers
  • Perform other responsibilities, as needed
• Leadership
  • Develops strong cross-functional relationships and is respected as a leader and subject matter expert internally and externally
  • Able to effectively influence to achieve mutual business success
  • Takes initiative to stay one step ahead of decisions and communication
  • Able to answer questions or seek out information in a timely manner
  • Understands the importance of being nimble and can quickly pivot self and team, if a project is directed differently by leadership
  • Supports positive partnerships the franchise community and with key vendors
• Business Maturity
  • Looks for opportunities for innovation and demonstrates the confidence to recommend ideas, considering risks, benefits, and potential outcomes
  • Demonstrates accountability by identifying, addressing, and elevating issues quickly and effectively
  • Monitor business performance and clearly convey an understanding of the strengths and weaknesses of the business and/or function and how this might impact their objectives
• Executive Presence
  • Able to present projects with clarity and enthusiasm to the cross-functional team, leadership & franchisees
• Learning Acumen
  • Consistently looks for opportunities to improve
  • Leverages lessons learned; reflects, learns, adjusts, and improves            

Skills & Requirements:

• College degree required; MBA preferred
• 5 years brand, category or product management experience in a national chain restaurant, agency, or consumer products goods (CPG) environment required
• Exceptional planning and project management skills required; ability to manage multiple projects of complex scope
• Franchise experience preferred
• Experience leading a team of direct reports
• Demonstrable knowledge of tactical planning and analytical evaluation
• Ability to prioritize, problem-solve and respond quickly to changes in direction
• Excellent customer service, ability to establish strong working relationships with internal/external partners and lead cross-functional team
• Strong organization and attention to detail
• Strategic thinker with strong negotiation, presentation, and written/verbal communication skills
• Proficient in Microsoft Office