The Field Marketing Consultant (FMC) is the branding and marketing steward for assigned Zaxby’s locations and serves as the main point-of-contact between Zaxby’s Franchising LLC (ZFL) marketing teams and the licensee community. The FMC contributes to driving store level transactions and brand development through the day-to-day management of all local media and field marketing efforts. The FMC works closely with media and account services agencies, corporate accounting, finance, operations and other functional departments at ZFL and approved vendors to develop, communicate and deliver strategic local annual marketing plans related to the assigned DMAs where Zaxby’s operates. This position has oversight for media and account services agency representatives assigned to respective DMAs supporting media planning, grand openings, local store marketing, community outreach, and other sales building channels for all locations in co-op and non-co markets. This position is also responsible for leading the on-boarding of new licensees in assigned markets for traditional and local social and digital media marketing orientation. The FMC’s activities are aligned with ZFL strategic plans, responsible for contributing to driving sales and transactions.
ESSENTIAL JOB FUNCTIONS
Essential duties may include but are not limited to the following:
Analyze business metrics and reports (e.g. sales, transactions, product mix, demographics, psychographics etc.) to provide insight for market planning opportunities, effectiveness of media, local marketing and annual planning
Identify at least one priority target market annually and collaborate with media and account services agencies to develop a strategic traffic and sales building plan to achieve objectives
Partner with ZFL corporate finance and corporate accounting to develop and monitor co-op and non-co planning budgets and cash flows and collaborate with agencies to develop and optimize media plans for DMAs to ensure they meet brand guidelines and are aligned with business, marketing and brand strategy and achieve delivery objectives
Coordinate with internal ZFL departments, brand marketing team and agencies to develop presentation decks for all planning meetings and conference calls in assigned Co-op and Non-Co markets; With support of subject matter experts, FMC will present relevant information during all planning meetings and calls (i.e. sales, promotional calendar, media, marketing initiatives, brand updates, media post buy reports etc.)
Strategically plan market visits, coordinating with agency account services to build relationships with licensees and seek DMA marketing opportunities; complete market visit recap summary report and/ or assign to AE for follow up and tracking; collaborate with agency partners providing local market recommendations
Monitor all location sales with particular attention to emerging, pioneer and low performing locations/markets related to assigned designated market areas; collaborate with agency partners and stakeholders in the development, planning and execution of custom marketing plans/campaigns and strategic brand building efforts as warranted
Collaborate with operations team and ops consultants to align marketing and operational efforts in targeted markets to assess operations readiness for marketing activations
Participate in new licensee on-boarding and training as it relates to marketing, oversight for Grand Opening plan recommendations as prepared by agency and provide strategic input as needed; attend Grand Openings as available or ensure ZFL is represented at openings
Collaborate with media agency, with oversight for annual planning to determine new store Non-Co contribution rate recommendation and rate change recommendations for existing Co-Op markets
Collaborate with agency(s) to provide insights for new store local plan development recommendations; oversight for GO Lead or agency AEs to track sales for all new locations at weeks 6, 13 and 52
Contribute ideas for the strategic development of quarterly LSM programs to support system wide promotions and marketing initiatives
Lead marketing communication in assigned DMAs to respective licensees and marketing representatives for national calendar promotions, quarterly LSM Initiatives, marketing opt-in programs and other marketing initiatives and sales building programs
Serve as key contact for Licensees seeking internal marketing support; respond to all calls and requests from licensees within 24 hours
Oversight for tracking of Co-op and Non-Co contribution rate audits and Co-op director changes to ensure accuracy, tracking updates as needed
Oversight for agency Account Executives to assist in obtaining required signatures for Co-Op and Non-Co media flow-chart and budgets
Plan and maintain accurate updated outlook calendar for travel, on-going weekly meeting schedules; strategically plan market visits for efficient and effective planning meetings, to conduct trade area analysis, better understanding of communities served, seek out or meet with local representatives and licensees regularly
Maintain accurate call logs and files; archive all work and approved local creative on shared drive
Participate in and/or lead meetings:
Co-op and Non-co Meetings
In-market or conference call meetings with licensees to plan, present and implement local marketing initiatives, with oversight for agency recommended plans
Meetings as needed with operations consultants to discuss readiness and set goals for targeted specific restaurant locations
TRAVEL REQUIREMENT
Up to 60% required
QUALIFICATIONS
Strong knowledge of multi-unit restaurant or retail field marketing management
Strong knowledge of marketing principles
Fundamental understanding of media, flowcharts and terminology
Fundamental understanding of marketing functions and tactics including but not limited to advertising, public relations, social media, digital marketing, CRM and creative production
Proven track record of building profitable sales, top line and same-store sales and transactions
Basic knowledge of restaurant operations
Working knowledge of restaurant level P&L
Strong analytical skills with ability to organize collected data, analyze information, synthesize findings into conclusions and lead with recommended solutions
Strong communication skills including verbal, written and presentation skills in one-on-one situations and leading meetings
Approach challenges with a collaborative and problem-solving approach with ability to make sound judgments and solid recommendations
Ability to collaborate in a team environment and to take initiative to manage projects, to prioritize with accountability, to manage multiple projects or tasks and meet deadlines
Ability to build strong partnerships, relationships and consensus within the corporate organization and among licensees
Act as a liaison for the field and an ambassador for the brand, sharing best practices and thoughtful feedback with all departments as relevant
Ability to handle confidential information appropriately
Represent Zaxby’s with professionalism
Proficient with Microsoft Word, Excel, and PowerPoint
EDUCATION AND EXPERIENCE GUIDELINES
Education: Bachelor’s degree, preferably in Marketing or related field
Experience: 5-8 years of similar or related experience, preferably in restaurants
Zaxby’s Franchising LLC is an equal opportunity employer and does not discriminate in employment decisions based on any factor protected by federal, state or local law.
About Zaxby's Franchising LLC
Work for one of the fastest-growing chains in the country. We are looking for people who know a thing or two about the QSR game, with the creativity to change the way it’s played. We’re also seeking a broad range of talent in other fields. In short, we want movers, shakers and risk takers all across the board.
