Senior Brand Manager, Innovation/Digital - Big Bets

Job summary

Lead the strategy and execution of annual innovation 'Big Bets', overseeing digital, social, and traditional media plans to drive brand awareness and traffic. Manage external creative and media agencies while coordinating franchisee marketing and PR campaigns to enhance guest engagement.

Job details

Recipe Unlimited Corporation is Canada’s leading full service restaurant company. Home to such iconic brands as Swiss Chalet, Harvey’s, St.Hubert, Montana’s, Olive Garden Canada, Kelseys, Bier Markt, East Side Mario’s, The Landing Restaurant Group, New York Fries, The Pickle Barrel & Catering, State & Main, Elephant and Castle, Original Joe’s, Fresh Kitchen + Juice Bar, The Burger’s Priest, Blanco Cantina and Anejo. With this diverse portfolio of restaurants our Home Office Teammates have the opportunity to work on a wide variety of some of the most popular, well-loved brands in Canada. Variety isn’t the only thing we offer – we are passionate about our industry, we celebrate and support diversity of thought, we are innately curious and encourage our Teammates to take ownership. Above all else, we believe in doing the right thing for our people, our communities and our planet. At Harvey's, we deliver delicious “home-made” food, made fresh, in-house just for you. Our atmosphere is warm, welcoming and feels like home. We work as a team and help each other succeed. Our Managers are hands-on and our team works together to deliver the Perfect Guest Experience to our guests each and every time. We genuinely care about each Guest and every Associate. This Senior Manager will champion the strategy of the Brand's annual strategic Innovation Big Bets, Social Media, Digital Media, Experiential, PR, CRM, Franchisee marketing and the overall Brand Media Plan. Working with internal and external creative and media agencies, this role will take ownership of driving brand disruption to raise brand awareness, drive traffic and provide an engaging experience for our guests, across digital and traditional media channels. The individual will be a critical part of the brand marketing team in defining and fulfilling strategic Big Bets, brand identity / positioning, and defining the optimal media mix. What you will do in this role: Partner with the Head of Marketing to develop strategy plans and annual BIG Bets, including disruptive marketing outside the four walls to drive awareness and traffic into the restaurant. Responsible for planning and execution of in-restaurant innovation tests to support annual calendar plans, including annual brand surveys, trend monitoring and as needed guest research to support strategic plans Lead external agencies to develop and execute TV / Radio connect to annual promotional calendar, including annual brand campaigns Take ownership of the full media strategy, including both traditional and digital media buys, to drive sales growth, traffic, brand awareness and PR / social media buzz and following Oversee Social Media, E-mail strategy, Content calendars including harveys.ca content. Establish relationships with key bloggers and online influencers, and oversee PR campaigns to drive earned media opportunities. Working with the brand team on brand promotional campaigns as well as viral opportunities, create social media buzz and digital media campaigns that ultimately drive users to our restaurants Own the Franchisee marketing strategy to grow our network of franchisee partners to support our 5 year Canadian growth strategy Identify and monitor effective benchmarks for measurement of media efforts. Analyze, review and report of effectiveness of media campaigns to maximize results and make recommendations for future campaigns Coach and mentor direct report What we are looking for from you: University degree in business or equivalent preferred A minimum 5 years of experience in social media, CRM, Digital Marketing A minimum 5 years of experience developing business or marketing plans and cross functional team environment experience A minimum of 3 years working with media planning agencies and leading external creative agencies to develop both traditional and digital campaigns. Always curious, with a passion for break-through to audiences in creative disruptive ways Strong business acumen and the ability to set KPIs and analyze raw data into meaningful and actionable insights to gain buy-in Results-oriented individual who enjoys a fast paced environment Strong interpersonal skills and a team player, with the ability to influence at all levels Strong project management and organizational skills with the ability to set priorities to maximum productivity and focused business results Ability to think and operate both strategically and tactically What’s in it for you? Flexible/Hybrid work environment Pay range: $95,000 - $130,000 + Annual Bonus + RSP Matching etc. You’d be joining a close-knit, innovative team of creative and energetic go-getters You’d be a part of Canada’s largest full-service restaurant company that leads the industry in size and innovation 20% associate discount dining card and monthly dining allowance valid at participating Recipe brands A welcoming, fun and safe work environment founded on respect Career advancement opportunities with a company that owns some of Canada’s most iconic restaurant brands Industry-leading benefits, wellness programs, and total rewards programs Recipe is committed to providing a diverse, equitable and inclusive workplace. Celebrating people, being passionate and curious, owning it, and doing the right thing are the values that guide how we build our teams, support our franchisees and create a company that unlocks the full potential of everyone. Recipe is dedicated to providing accommodations in accordance with applicable human rights and accommodation legislation. For individuals that require accommodations please contact recruit@recipeunlimited.com

What you’ll do

Lead the strategy and execution of annual innovation 'Big Bets', overseeing digital, social, and traditional media plans to drive brand awareness and traffic. Manage external creative and media agencies while coordinating franchisee marketing and PR campaigns to enhance guest engagement.

Requirements

Requires a university degree in business and at least 5 years of experience in social media, CRM, and digital marketing. Candidates must have a minimum of 3 years experience leading external agencies and a proven ability to analyze data into actionable insights.

Benefits

• Annual Bonus • RSP Matching • Associate Discount Dining Card • Monthly Dining Allowance • Wellness Programs • Total Rewards Programs • Career Advancement Opportunities

Listed skills

• Project management · Preferred
• CRM · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Social Media Strategy
• CRM
• Digital Marketing
• Media Planning
• Brand Positioning
• Project Management
• KPI Analysis
• Public Relations
• Influencer Marketing
• Content Strategy
• Budget Management
• Cross-functional Leadership
• Market Research
• Strategic Planning
• Agency Management
• Brand Awareness

Job areas

• Marketing
• Management & Leadership
• Hospitality
• Food & Beverage
• Creative & Media