Sr. Manager, Marketing Calendar and Go-To-Market Activation

---

Job description

Position Purpose:

Leads marketing calendar development and activation for the El Pollo Loco brand that deliver on brand objectives and achieves marketing KPIs. Drives the development and execution of all go-to-market activations and product promotions. The position is also responsible for the development and leadership for all Public Relations activities. Manages PR agency accountabilities, including timelines and budgets.

Oversees new product marketing and offer development along with system-wide execution by identifying relevant menu, product and promotional offer opportunities. Leads the cross-functional execution of new products and offers from concept to launch.

Analyzes business performance reports to optimize program performance, and if necessary, makes timely adjustments and proposes new strategies. Works with company operations and franchisees to communicate marketing calendar, new products, promotions, and media details.

Essential Duties and Responsibilities:

• Develops marketing calendar and with objectives and strategies designed to achieve sales and transaction goals.
• Leads the new product/offer pipeline in collaboration with marketing and R&D teams.
• Manages PR agency on marketing calendar, brand activations, and other key initiatives.
• Responsible for developing the details for go-to-market plans for new products, promotions, and other calendar initiatives including strategy and naming.
• Leads field communication for new products/offers outlining appropriate business rationale, key benefits and target customer groups. Advocates new product/offer benefits to key stakeholder groups, including franchisees, department leaders and franchise business directors.
• Manages TV, radio, digital, social, OOH and FSI production timelines in conjunction with marketing calendar to ensure appropriate time allotted to develop brand-elevating and sales-driving approaches.
• Oversees added value media opportunities and activations.
• Leads the budget, estimate and invoicing process adjusting and communicating as needed to ensure on-target spending and agencies are paid on time.
• Works with VP, Business Intelligence to project program results, determine coupon discounts, identify success criteria/opportunities and conceive new program concepts.
• Drives strategies and plans, and executes marketing initiatives for new projects, menu changes, special menus, remodels and rebranding campaigns.
• Manages communication of new products, media and PR plans, and program details to operations management, franchisees and restaurant general managers.
• Interacts professionally and ethically, constructively participating as a collaborative team member or leader in pursuit of common goals.

Non-Essential Duties and Responsibilities:

The job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee and may include other duties as assigned.

Supervisory Responsibilities:

The Sr. Manager, Calendar Activation currently has no direct reports, but is responsible for the day to day leadership of our agency teams.

Qualifications - Education, Experience, License/Certifications:

To perform this job successfully, an individual must be able to satisfactorily perform the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job. The requirements listed below are representative of the education and/or experience required.

Education and/or experience:

Bachelors required. Master's Degree preferred. Minimum of five or more years of marketing leadership, traditional and non-traditional Media, and Public Relations experience in QSR or related industry is a plus. Demonstrated experience implementing executing, driving and measuring results across all marketing channels. Knowledge of advanced planning and budget management. Experience leading Advertising, Media, and/or Public Relations agencies.

License/Certifications:

Valid driver's license required.

Other Skills/Knowledge/Abilities:

Communication Skills:

• Ability to read, write, and interpret routine reports, documents and correspondence.
• Encourages open sharing of ideas.
• Communicates clearly, concisely, accurately and timely, both orally and written.
• Facilitates well-organized meetings effectively.
• Ability to establish and maintain vendor relationships.

Mathematical Skills:

• Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals.

Reasoning Ability:

• Ability to solve practical problems and deal with a variety of known and unknown variables in situations where frequent standardization exists.
• Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

Skills:

• Ability to organize, prioritize and plan multiple work assignments and work under pressure of frequent and tight deadlines.
• Exhibits good judgment and learns from experience.
• Gathers and analyzes all relevant information before making decisions.
• Sets quarterly and annual objectives and priorities, developing plans to accomplish established goals.
• Ability to withstand continuously changing priorities with tight deadlines.

Computer Software Skills:

Proficiency with Microsoft Office Professional (Excel, Word, PowerPoint, and Outlook) and proficiency with the internet required.

Other Skills:

• Responsive to co-workers and operators.
• Effectively accepts and processes feedback.
• Responds to others in a timely and professional manner.
• Values diversity understands employee base and is sensitive to other cultures.
• Projects and maintains open lines of communication.
• Ability to actively support and participant in marketing strategy and function.
• Adds to the creation of a positive, fun work environment.