REGIONAL MARKETING DIRECTOR, AMERICAS

WINGSTOP RESTAURANTS, INC.

Role Profile Overview

ROLE LOCATION

REPORTS TO NAME

ALICE REID

TEAM

INTERNATIONAL

REPORTS TO TITLE

VP & MD, AMRS

Role Profile Description

X FULL-TIME

ð PART-TIME

40+

HOURS PER WEEK

ð CONTRACTOR

ð INTERN

X EXEMPT

ð NON-EXEMPT

Who We Are

We’re not in the wing business. We’re in the flavor business. It’s been our mission To Serve the World Flavor since we first opened in 1994, and we’re just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else – our success is largely due to our people and our core values, or what we call The Wingstop Way, of being entrepreneurial, service-minded, fun and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

WHAT WE`LL NEED

We are seeking a game changing marketeer to own the marketing strategy across Canada and LATAM. This role will be instrument in turbo charging Wingstop’s next phase of growth on our journey to becoming a Top 10 Global Restaurant Brand.

A key decision maker with their finger on the pulse with Gen Z-ers, you will partner closely with our Brand Partners (franchisees) to shape their marketing initiatives relative to market maturity; ensuring we are cultivating brand hype and growth as a premium fast casual lifestyle brand.

This individual will be a creative strategic thinker with a proactive hands-on approach to their work. Tech savvy and digitally aware. Accountable and commercially astute. Culturally competent with excellent communication skills, the Marketing director thrives in a fast paced, high growth environment.

Spearhead all marketing efforts, owning the regional strategy and execution end to end for short, medium, and long-range plans.
Drive consistent and positive SSS growth, through the creation, communication, and activation of compelling reasons to visit and reason to spend more when visiting. Track and monitor sales, developing a strong understanding of key drivers, influences, and consumer behavior triggers.
Provide strategic counsel and thought leadership to Managing Director on key business decisions.
Defines brand building strategy and relevant initiatives when launching into new markets.
Has their finger on the pulse with Gen Zers across markets, staying close to trends, threats, and opportunities. Challenging the status quo with an entrepreneurial approach and a bias for action.
Define strategy and leads execution of integrated, consumer driven, holistic marketing plans that deliver on key performance objectives.
Act as Brand Custodian. Collaborating with regional and central teams to ensure brand protection, alignment, and consistency.
Solve consumer problems in a profitable way- whether its menu innovation, product renovation, pricing, or messaging optimization- you have the passion for keeping the consumer front and centre.
Support partners across event management, PR and ESG strategies, including on the ground leadership where necessary. This role is high energy, fast paced and hands on.
Provide strategic consultation to Brand Partners on organization design; how to build out their marketing functions, dialing in to agency management, contracts budgets, creative, digital, and social media guidance where needed.
Work with Brand Partners on new restaurant openings to develop a location-specific marketing budget and plan to help build awareness and drive traffic to new restaurants within the first six months, thus meeting or exceeding projected weekly sales.
Collaborate with Operations and DSPS to optimize delivery and enhance the consumer journey.
Own and share market intel including consumer behavior, local market conditions , competitor updates, sales, and promotion trends.
Partner with Brand Partners, Tech and Digital Marketing functions to optimize ecommerce and CRM.
Ensure hugely impactful and successful New Market Openings within the region and across the international business. Collective success is fundamental to Wingstop’s growth plans.
Lead consumer insights partners and external agencies to develop compelling insights to form comprehensive marketing plans, product positioning and media support.
Analyze programmes performance and business data to identify best practices and learnings, and then translate findings into actionable plans.
Leverage your PR & Content creator experience, to help partners with social media strategy and grow their consumer reach across their channels.
Liaise closely with the Marketeers and cross functional stakeholders around the global Wingstop estate to leverage best practice and build a global mindset.
Other duties as required.

WHAT YOU`LL NEED

Strategic growth mindset with strong influencing skills
Ability to provide Marketing thought leadership, beyond the conventional, for transformational impact.
Regional marketing career track record in retail, consumer goods or multi-unit restaurant brands.
At least 5 years in managerial/leadership role.
Strong team player, comfortable working in a small team across diverse cultures and time zones.
New market entry and brand launch experience.
Solid understanding of Hispanic consumerism.
Fluent in English and Spanish. Portuguese and French desirable.
A willingness to travel frequently across the region.

Who You Are

HUMBLE: You feel there is always opportunity to further your personal and professional growth. You have a bachelor’s degree and a curiosity for continuous learning.

HUNGRY: You have a fire in you to keep pursuing excellence, particularly in a fast-paced, dynamic environment. You have 10+ years of field marketing experience working directly with franchisees or equivalent, preferable in the restaurant industry.

SMART: You have a high degree of emotional intelligence, an exceptional ability to convey ideas and gain alignment among others, and the aptitude to apply sound, strategic thinking to address a variety of business circumstances.

SERVICE-MINDED: You consider others at every turn by exercising your responsibilities in an energetic, proactive and organized way.

ENTREPRENEURIAL: You work with an owner’s mentality when collaborating cross-functionally as you manage multiple concurrent projects from inception through execution.

Benefits

FLAVOR PERKS:

Unlimited paid time off for exempt employees
One paid volunteer day of your choice
Competitive bonus structure for eligible roles
Team member stock purchase plan
Health savings or flexible spending account options
401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)
Comprehensive medical, dental, and vision benefits
Basic life and AD&D insurance provided
Pet insurance
Education Assistance
Wellness reimbursement program
Paid maternity and paternity leave

Fun Is The Best Flavor

Lunch provided every Tuesday and Thursday in office
Work from home Fridays
Discount on Wingstop gift cards
Discounted onsite dry cleaning
Discounted onsite car detailing
Onsite game room and patio

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.

Wingstop Restaurants Inc.

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Regional Marketing Director (Americas)