Inspire Brands is seeking a VP of Brand Experience who will lead the 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 the development of the brand’s value initiatives.
This Brand Experience Strategy Leader will oversee the 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 will develop solutions to problems of unusual complexity, requiring a high degree of ingenuity, creativity, and innovativeness.
Responsibilities
- Lead a 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, and 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.
- Lead field marketing team’s oversight of maximizing the impact of local marketing investment/activities. Including fostering mutually beneficial partnerships with franchisees.
- Set the annual calendar and own key workstreams such as promo/offer strategy and major sponsorships, and partnerships.
Education And Experience Qualifications
- 4-year Degree in Business Administration, Marketing, Statistics, Social Science, or a similar discipline. MBA preferred.
- 15+ years of experience in Marketing in brand management and/or brand experience. Restaurant/QSR experience preferred.
- 10+ years of experience in leadership roles, managing people and processes.
Required Knowledge, Skills, Or Abilities
- Strategically-minded marketer with strong business acumen, including P&L fluency reflective of 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.
This position sits within our Atlanta Support Center with an expectation to be onsite 80% of the time.
Inspire Brands is a multi-brand restaurant company whose portfolio includes more than 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide.
We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.
