Marketing Brand Manager - Fine Dining Concepts

Job Summary

The Marketing Brand Manager will be reporting to the Marketing VP, to clearly articulate all VE Restaurants brand strategies inclusive of the guest target, brand personality, positioning, and executing marketing plans for multiple restaurant concepts.

This position distills key category, consumer, and competitive insights, based on past product learnings, deep understanding of the target guest, market trends, product benefits, and operational understanding to drive winning innovation and leads delivery of breakthrough communications, and advertising platforms for the next 3 years.

Essential Functions

The essential functions in this job description are not all-inclusive of this job’s duties and responsibilities. Reliable and dependable office attendance is required.

Availability to travel nationally.

Description

• Providing guidance to the marketing team for clearly articulating VE restaurants brand vision, brand personality, and positioning.
• Deep understanding of consumers taste and composition of menu items to develop relevant innovative products, especially for our main categories in Mexican, and Latin concepts.
• Understand multicultural targets to be able to translate insights into strategic actions.
• Collaborates with Marketing VP to bring brand vision and strategy to life through brand innovation pipeline and core menu elevation partnered with a marketing and communication strategy, supported with market research and brand learnings.
• As a brand steward, will implement consistency across all marketing touchpoints: Digital, PR, and sales, having strong teamwork skills and demonstrated knowledge of them.
• Conducts research with internal and external insights to uncover innovation opportunities, and evaluate product performance. Partners with cross-functional stakeholders to generate concept ideas and deliver best-in-class products. Manages idea generation, culinary exploration, and feasibility assessments, to deliver innovation testing recaps and document learnings for future initiatives.
• Delivers the ad hoc Communication Strategy per brand for successful commercialization and launch.
• Should demonstrate financial skills and will be able to measure ROI of initiatives, to document learning and reapply best practices concerning sales and profit.
• Will work daily with operations team to provide support of their needs and to translate marketing initiatives on successfully implemented actions.
• Implement our Merchandising program for all current and new locations.
• Identify and lead major brand building promotions, ensuring they are aligned with all VE restaurants vision and brand strategy inclusive of our multicultural / multinational guest target and brand personality.
• Leads and executes promotions with external creative agencies to ensure brand positioning and guest target as the heart of all marketing communication activities.
• Manages post-launch communication recaps to determine impact on the concept’s revenues, profitability, product mix, and performance of marketing campaigns. Leads qualitative and quantitative learnings to refine our understanding of the guest and to optimize promotional messaging and brand claims.
• Prepares, presents and sells-in aspects of the promotion plan to Leadership board, as well as cross-functional partners and Operators.
• Advises senior leaders and leads the development of promotions by assessing market trends, competitor insights, and brand learnings, making data-based recommendations to senior management.
• Monitors and ensures consistent brand positioning related to quality and guest experience that will be successfully reapplied in the future and while opening new locations.
• Acts as a brand steward and models the way for others on the Brand team.

Requirements

• Bachelor’s degree in Marketing, business, or related field required. Master’s degree preferred.
• Minimum five years of directly applicable marketing and brand development experience preferably in an internationally branded company.
• Knowledge of hospitality service environment, with increasing managerial experience.
• Extensive knowledge of marketing and operations
• Strong analytical and financial analysis skills
• Strong computer skills, including Microsoft Office 365
• Strong project management skills, including the ability to lead cross-functional teams
• Strong public relations and communication skills and the ability to coordinate PR and Digital teams to translate marketing strategy and innovation products on successfully launched initiatives.
• Ability to influence marketing strategy and plans
• Ability to lead a marketing team and help team members grow and develop.
• Proficient in English and Spanish both orally and written to both: communicate with international restaurants consumer target and operations team members in our Mexico, Miami, and Vegas locations.