The Brand Manager for PFSbrands responsible for increasing top line sales, increasing same store sales, increasing same store purchases and improving customer retention. The Brand Manager will be responsible for developing and executing brand strategies that drive growth, increase brand awareness, and enhance customer pull-through. This role plays a key part in shaping the brand’s identity across all channels, managing marketing campaigns, and collaborating with cross-functional teams to deliver results that align with business goals. The Brand Manager will focus on growing sales, expanding market share, increasing brand awareness, and ensuring consistent brand messaging.
ESSENTIAL DUTIES & RESPONSIBILITIES
- Brand Strategy and Execution
- Develop and execute comprehensive brand strategies that align with overall business objectives and drive brand growth, customer engagement, and market share.
- Oversee brand positioning, messaging, and creative direction to ensure a cohesive and consistent brand voice across all channels (digital, social media, in-store, traditional advertising, etc.).
- Monitor industry trends, competitor activity, and customer insights to continuously refine the brand strategy.
- Marketing Campaigns and Initiatives
- Work with the marketing team to develop national and regional marketing campaigns aimed at driving sales, enhancing brand awareness, and improving consumer pull-through.
- Collaborate with the product development team and procurement team to successfully launch new menu items and limited-time offers, ensuring that all product innovations are supported by strategic marketing efforts.
- Manage relationships with external agencies (creative, media, digital) to execute campaigns that deliver on key performance indicators (KPIs) such as sales growth, customer acquisition, and brand affinity.
- Brand Performance and Reporting
- Set clear objectives and KPIs for the brand management team and measure performance against goals.
- Analyze and report on the effectiveness of brand campaigns and initiatives, using data to optimize future strategies.
- Lead efforts in brand equity studies, customer satisfaction research, and sales data analysis to inform decision-making and strategy adjustments.
- Cross-functional Collaboration
- Partner with internal teams including Operations, Growth, and Supply Chain to ensure brand initiatives are operationally sound and aligned with our core values and our company’s goals.
- Work closely with the digital and loyalty teams to maximize customer engagement through CRM and loyalty programs.
- Creative and Content Direction
- Lead the development of creative assets, including digital content, advertising, social media content, packaging, and in-store materials, ensuring all content aligns with the brand’s visual and verbal identity.
- Oversee the consistency of brand messaging across all marketing channels, ensuring that the brand’s tone, voice, and aesthetic are maintained.
- Budget Management
- Manage the marketing budget for brand initiatives and campaigns, ensuring resources are allocated efficiently to maximize return on investment (ROI).
- Monitor expenses and financial performance related to brand activities and report on budget adherence.
- Franchise and Stakeholder Support
- Support franchise partners with localized brand marketing efforts, ensuring that franchisees have the tools and resources needed to maintain brand standards and drive success at the local level.
- Present brand strategies and performance updates to senior leadership, franchise partners, and other key stakeholders.
- Perform all other duties as assigned.
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, experience and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Bachelor’s degree in Marketing, Communications, or equivalent experience with proven record of success required
- Graduate degree preferred
- At least 3 years marketing management experience required
- Experience formulating and analyzing data along with a strong financial acumen as it relates to P&L management
- Strong business writing and editing skills (copy writing) with a marketing/sales mindset
- Deep understanding of layouts, graphic fundamentals, and typography
- A strong working knowledge and experience in brand development, copy writing, design, photography and video production
- Exceptional portfolio, demonstrating visuals and communications executed to a very high level of impact and refinement
- Proficiency in all Microsoft Suite products
- Outstanding leadership and organization skills
- Strong project management skills with changing deadlines in a fast-paced environment; ability to lead projects from concept to completion
- Ability to communicate effectively, both verbally and in writing
- Must possess strong interpersonal skills to interact with internal staff and develop strong business relationships
- Innovative and forward-thinking; able to progress the company’s vision
- A team player that is supportive of other company employees
- Avid learner and researcher who takes ownership of their professional development in their job and career
WORKING CONDITIONS
- Work is typically performed in normal office conditions
- Position requires occasional overnight
PHYSICAL DEMANDS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Must be able to sit for prolonged periods of time in front of a computer daily
- Frequently required to stand; walk; and stoop, kneel, crouch or crawl.
- Must have visual and hearing acuity
- Ability to use hands and fingers to reach, lift and carry 25 pounds on a regular basis
- Digital dexterity and hand/eye coordination in operation of office equipment
- Ability to speak to and hear customers and/or employees in English via phone and in person
- Fast-paced environment, subject to numerous schedule and priority changes and short notice activity
- Must be able to travel by car or plane to work locations
