Reports to: Regional Marketing Manager

Position Summary:

Provides functional marketing expertise and analysis to internal customers on a variety of local and regional marketing programs and services to ensure alignment is achieved in support of the Brand Vision. Ensure marketing resources are applied effectively and efficiently to maximize individual store, DMA or AR territory performance. Acts as a communication conduit by providing key marketing leadership with feedback received from operations and franchise partners.

Primary Responsibilities/Duties:

Local Store Marketing

• Advises Area Representatives (AR’s) on how to activate franchisees to conduct local store marketing
• Plans sales-building programs that successfully attract local community groups such as kids, seniors, families, tourists, sports teams, schools, churches, civic and charitable organizations, etc. to achieve sales goals.

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Share “Best Practices” with system through Franchise Business managers (FBM’s)

• Communicate with territory constituents on a regular basis to learn the business
• Travel to territory to build relationships with constituents
• Utilize Firehouse Subs communication structure (Email, Fire-COMM, agency, etc) to share success and failure of tested “ground-up” programs
• Act as liaison between field constituents and corporate marketing to ensure ideas, suggestions and feedback are received, considered and responded to appropriately.

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New Store Openings

• Coordinate new store openings with Area Representatives, FBM’s and the agency to maximize sales potential
• Ensure each new store utilizes the $5,000 new store opening requirement within 12 months per the franchise agreement
• Track and measure results per above

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Other Duties Include

• Lead annual co-op marketing planning when appropriate
• Provide designated ARs and FBMs with strategic marketing consultation
• Collect and report field feedback on marketing initiatives
• Collaborate with Brand Manager to develop appropriate System LSM programs and tools
• Monitor and insure appropriate spending of 2% fund
• Design and execute marketing plans to improve performance of bottom 10% of units in assigned region.
• Insure marketing information is effectively communicated to assigned ARs & franchisees
• Re-enforce usage of standardized creative & tools
• Coordinate approval of any new creative
• Act as liaison between ARs and Brand Marketing
• Primary point of daily contact for “street teams”

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Position Qualifications:

• Bachelor’s degree from four year college/university with 5+ years field marketing experience in the restaurant industry
• Actual experience in outside sales within the hospitality industry such as catering sales for restaurants or meeting package sales for hotels/motels
• Proven experience in the planning and execution of local store marketing
• Print background a big plus
• Agency background helpful
• Strong grasp of key marketing and communications principles including strategy, media planning, promotion and pricing
• Experience in working in a cross-functional environment where on-going communication and information sharing is vital to achieving success.
• Strong analytical abilities and understanding of franchise business model and restaurant P&L issues.
• Strong written and verbal skills and ability to interface effectively with franchise owners with ability to influence decision making using consumer and business insight to drive rationale
• Experience in planning and managing budgets
• Attention to detail
• Excellent written and verbal communication skills
• Ability to work independently and with teams
• Significant experience with PowerPoint, Word and Excel.
• Ability to prioritize and manage multiple projects simultaneously

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Personal Qualities

• Leader
• Coach
• Analytical Thinker
• Ambassador
• Team Player
• Problem Solver

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Key Success Measures

• Comp sales growth for assigned region(s)
• Station Tools usage
• Performance of stores in bottom 10% in assigned region
• Timely and accurate communication
• AR & franchise satisfaction scoring/tracking

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Special Considerations:

• Must like subs
• 70-90% travel
• Position is based in Jacksonville

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