RESPONSIBILITIES AND DUTIES
Lead marketing consultants to Domino’s international Master Franchisees to influence strong marketing strategies in all markets to grow and protect the brand while providing brand guardrails and principles. Team responsibility is at market/master franchisee level not at store level and therefore must have experience setting strategies, building plans, and ensuring execution while working and influencing at a C-suite level. This individual will report to the VP of International Marketing.
Educating
Leads, educates, and foster long term development of marketing consultants to:
· Educate and consult markets on creating comprehensive marketing strategies based on the “Domino’s way” of doing marketing with a long-term growth in mind.
· Educate markets on the use of the Domino’s Brand Book, focusing strongly on the Global Brand Positioning with the intention to drive brand consistency across the world.
· Educate the master franchisees to make disciplined marketing decisions based on data, facts, and consumer research. Involve A+I (Analytics and Insights) as needed.
· Provide access to tools, frameworks and resources and educate markets on tools such as but not limited to pricing, brand positioning, product development and menu optimization, occasion-based channel strategies, communication and media selection and allocation (digital and non-digital).
· Team members will support markets in the creation of a comprehensive marketing strategy tied to DPI brand principles.
Consulting
Leads the consultation of key DPI accounts with the support of the regional marketing team while:
· Consult markets on key topics such as pricing, brand positioning, menu management, product development, menu optimization, communication and media selection and allocation (digital and non-digital). Involve the international digital team as needed.
· Ensure marketing strategy is connected to business strategy and that investments are prioritized accordingly
· Drive increased effectiveness and consistencies of franchisee marketing programs across the region by consulting on the design and optimization of their campaign, advertising, and media strategy.
· Consult with markets in tracking KPIs for critical metrics based on global benchmarks and suggests ways to reach said KPIs
· Consult with Master Franchisees on a robust e-commerce plan, including but not limited to optimization of owned e-commerce platforms (OLO, mobile, app), performance media (display, affiliate, paid social, SEM, and others), and image-driving media (owned, display, social, etc.) working closely with the digital team.
· Demonstrate marketing leadership skills with franchisee marketing teams and wider business.
· Lead discussions with the master franchisees to set up the long-term vision of the business to ensure profitable growth.
Building
Provide guidance and feedback as well as work alongside the regional marketing team and the marketing services team to build tools, case studies, principles, and guidelines to better consult markets.
· Solicit and manage collection, analysis and communication of case studies related to calendar management, advertising, and NAF (national advertising fund) spend.
· Regularly assess market performance to ensure key consulting topics are prioritized.
· Ensure that the Domino’s brand is positioned in a clear, consistent, and concise manner in international markets, while allowing for initiative and entrepreneurial freedom tie to the local consumer needs and wants.
· Contribute to strategic global projects by providing thought leadership and consulting
Facilitating
· Facilitate the creation of tools and content for the marketing consultants to strongly execute their objectives on a daily basis.
· Facilitate the discussion of priorities and objectives with Business Directors and RVPs aligning on key priorities and work collaboratively with other COEs.
· Facilitate conversations and discussions not only with the master franchisees’ marketing teams but also the C-suite team.
· Monitor execution of said plan and share best practice from the Domino’s ecosystem, the category and other categories
· Team member will not execute on behalf of the markets and will not manage vendors on their behalf.
Collaboration
· Embrace the DPI engagement model by preparing and leading discussions during internal planning sessions and market-facing business reviews.
· Partner closely with A&I and Digital counterparts to ensure wholistic consulting solutions.
· Share market knowledge and learning with cross-functional counterparts as lead marketing experts and master franchisee thought leaders.
· Ensure that marketing solutions do not create undue stress on other business lines.
· Be the “voice of the consumer” in discussions with other departments as well as master franchisees.
Develops Talent & Teams
- Recruit a strong team capable of meeting business objectives.
- Develop professional and beneficial relationships with peers in other areas of the organization.
- Ensure development of International Marketing team and applicable Team Members to grow talent, upscale capabilities, and improve results in markets
- Creates action plan and provide constructive feedback to develop Team Members through Individual development plans.
- Conduct semi-annual APA with direct reports and ensure down-line APA’s are being conducted to standard.
- Provide appropriate levels of Team Member recognition, engagement, and motivation.
- Responsible for selection and employment decisions related to direct reports.
QUALIFICATIONS
· Minimum of 10+ years of increasingly responsible marketing experience; ideally 2+ years in a restaurant or QSR industry and experienced in a multi-market capacity (other potential considerations: automotive experience with corporate and dealer experience, as well as CPG)
· Experience developing and writing holistic marketing strategies
· Experience with multi-channel optimization of advertising spend with an emphasis on digital know-how, as well as product development, advertising development, agency management, sales analysis, and research
· Experience in consulting and P&L ownership is a plus
· International experience/understanding
· Comfortable using data to provide sound factual recommendations.
· Proven track record of leading high-performance teams.
· Strong academic credentials, preferably an MBA
· Second language preferred
· C-suite outstanding communication skills
· Proven ability to succeed when working in a collaborative, cross-functional team environment with a strong ability to build relationships that help drive the brand agenda
· Experienced and comfortable influencing C-suite executives
· Comfortable in an influencing role and dealing with ambiguity.
· Demonstrated leadership and proactive problem-solving skills, managing complex team structures
· Ability to travel up to 30-60% within region and internationally, depending on business needsd
