VP, Brand Marketing

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Job description

VP, Brand Marketing

(Location - Newton, MA/St. Louis, MO/Remote)

Job Purpose

Reporting to the VP, Brand Building, the VP, Brand Marketing will develop and lead integrated, and effective marketing for the brand outside the café, including advertising, social media, brand activations and loyalty marketing. This person will serve as a creative leader who inspires and leads innovative brand marketing and storytelling, working closely with key leaders to drive the business strategy through the design and execution of strategic marketing initiatives honed to drive deeper engagement and action among the target audiences.

This Vice President, Brand Marketing will work closely with the Brand Building leaders to develop forward-looking ideas that drive cultural relevance of the Panera brand and support the long-term goals for Panera. An innate understanding of culture is essential for this leader to help unlock opportunity for Panera among new guests and in new ways.

Panera Bread is looking for the Vice President, Brand Building to oversee a team responsible for the out-of-café creative expression of the brand from promotional and brand advertising to the always on social media channels to the performance driving efforts for MyPanera and subscription offerings. The team of people includes both marketers and creative talent.

Duties & Responsibilities

The primary responsibilities of this job include, but are not limited to:

• Works as a coach, mentor, and leader of support center teams for Panera Bread
• Drive integrated marketing innovation and foster a culture of break-through thinking
• Provide forward-thinking strategies based on cultural and consumer insights
• Lead and manage creative agency briefings to drive insightful strategies that lead to break-thru creative work
• Lead and inspire team of marketers to challenge convention and inspire new ways of thinking and doing
• Build out in-house creative group to take social media efforts to new, more culturally-driven and relevant level
• Continually monitor competitive and technological landscape to leverage opportunities and adapt marketing strategies as necessary
• Partner closely with consumer insights and media leaders as well as full Brand Building team to develop fully integrated efforts that establish One Panera that is Relevant and Distinctive
• Develop clear standards for tracking performance of teams
• Responsible for the annual, quarterly, monthly & weekly planning and forecasting, budget management, training and development, resourcing and hiring of full-time associates

Qualifications (Education & Experience)

Qualifications include:

Formal Education and Experience Requirements

• Bachelor's degree in marketing, business or other related discipline, or equivalent experience in lieu of degree.
• 10+ years managing a marketing/brand team.

Setting Strategy

• The ability to create and articulate an inspiring vision for the organization, not only for the areas s/he is directly responsible for, but the enterprise as a whole
• The inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization's overall strategy
• An entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry
• The ability to effectively balance the desire/need for broad change with an understanding of how much change the organization is capable of handling, to create realistic goals and implementation plans that are achievable and successful

Executing for Results

• The ability to set clear and challenging goals while committing the organization to improved performance; tenacious and accountable in driving results
• Comfortable with ambiguity and uncertainty; the ability to adapt nimbly and lead others through complex situations
• A risk-taker who seeks data and input from others to foresee possible threats or unintended circumstances from decisions; someone who takes smart risks
• A leader who is viewed by others as having a high degree of integrity and forethought in his/her approach to making decisions; the ability to act in a transparent and consistent manner while always taking into account what is best for the organization

Leading Teams

• The ability to attract and recruit top talent, motivate the team, delegate effectively, celebrate diversity within the team, and manage performance; widely viewed as a strong developer of others
• The ability to persevere in the face of challenges, and exhibit a steadfast resolve and relentless commitment to higher standards, which commands respect from followers
• A leader who is self-reflective and aware of his/her own limitations; leads by example and drives the organization's performance with an attitude of continuous improvement by being open to feedback and self-improvement

Relationships and Influence

• Naturally connects and builds strong relationships with others, demonstrating strong emotional intelligence and an ability to communicate clearly and persuasively
• An ability to inspire trust and followership in others through compelling influence, powerful charisma, passion in his/her beliefs, and active drive
• Encourages others to share the spotlight and visibly celebrates and supports the success of the team
• Creates a sense of purpose/meaning for the team that generates followership beyond his/her own personality and engages others to the greater purpose for the organization as a whole

Working Conditions

• Required travel - 25%

Physical Requirements

• While performing this job, the incumbent is regularly required to stand, sit, talk hear & use hands and fingers to operate keyboards

Direct Reports

• This position will have approximately 13 - 15 direct reports.