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JOB TITLE: Vice President Brand Marketing

BRAND: Carvel

LOCATION: Atlanta, GA

PURPOSE OF POSITION

The Brand VP of Marketing for Carvel partners with the Carvel President, Franchisees and key cross-functional associates to develop and execute marketing/advertising strategies and programs to enable continued brand growth and profitability.

 DUTIES AND RESPONSIBILITIES

  • Formulates and administers brand positioning and strategies.
  • Responsible for developing long range brand goals and objectives as it relates to market penetration and growth.
  • Develop a highly effective marketing team.  Direct the activities of marketing & PR/interactive team and field/regional marketing associates,
  • Leads analysis of ad fund dollars, and promotion effectiveness and development of specialized campaigns to increase sales.
  • Develops and manages brand marketing/advertising budget.
  • Partners with internal Creative Services department to create all marketing/POP elements; directs creative and production teams in developing and producing advertisements.
  • Negotiates contract terms with applicable suppliers.
  • Trains key departments/associates (i.e. operations) on marketing initiatives.
  • Analyzes marketing programs and adjusts strategy and tactics to increase effectiveness.
  • Plans and conducts market research to identify opportunities for increased sales.
  • Provides various reports, analysis, and regular status reports on marketing programs.
  • Develops and implement advertising strategies in response to product objectives.
  • Designs and maintains an effective advertising program that spans all types of media opportunities.
  • Partners with R&D associates to identify marketing/advertising strategies/programs related to new product launches and/or LTO’s.
  • Partners with cross-functional department leaders to build brand identity and raises awareness through effective advertising programs.
  • Monitors and analyzes sales promotion results to determine cost effectiveness of campaign.

POSITION REQUIREMENTS

  • Graduate and/or Undergraduate degree in marketing, advertising or related field.
  • 10+ years successful marketing/advertising work experience – franchising/restaurant industry experience preferred.
  • Ability to travel 50 – 75% of the time.
  • Demonstrated ability to develop and align strategic marketing and advertising plans with brand objectives.
  • Proven ability to develop high performance teams
  • Strong knowledge of electronic/social media planning/buying.
  • Demonstrated ability to effectively lead, and develop multiple direct reports.
  • Ability to establish and build candid, trusting relationships with all constituents.
  • Strong written/verbal communication skills and negotiation skills.
  • Excellent organization and problem solving skills.
  • Ability to effectively manage multiple priorities in a rapidly changing environment.
  • Strong analytical capabilities including budgetary and financial acumen. 

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