Field Marketing Manager
Tropical Smoothie, LLC - Atlanta, GA

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Company Description

This newly created Field Marketing Manager role offers you the opportunity to make a significant impact on our company as you merge your gifts and talents to the strength and passion of the Tropical Smoothie brand! We are looking for a leader who can get the job done, and who can get the job done with Tropitude! This is an exciting time to become a part of a growing 322 café franchise organization. You will work directly with the VP of Marketing and your counterpart, to increase profitability and drive results in this dynamic and fluid environment. In addition to providing hands support to our franchisees, you will manage agency and vendor relationships.

Job Description

SUMMARY OF RESPONSIBILITIES
Directly responsible for the management of Tropical Smoothie Café’s marketing initiatives. Providing support to Regional Directors & Franchise Business Consultants in the areas of: Co-op, local media, communications, and new franchisee support. Understanding the local market conditions and their potential marketing value to protect the current and create new market share. Gaining franchisee and market team alignment on local and national marketing programs to ensure participation in the marketing initiatives at the store level.

ESSENTIAL JOB FUNCTIONS

Identify, develop, and implement local programs that supplement national activities in order to achieve sales and profit targets and build the brand.

Understand brand strategies and incorporate them into the local brand plans

Works with Franchisee leaders to get input and gain alignment on national and local programs.

Corresponds with Franchisees to communicate and implement national and local programs

Collaborates with Brand Management to help design, refine, and gain clarity on national and local marketing programs to be most effective in the given geographic area.

Works with Co-Ops and local agencies to develop the most effective media plan and execute media buys

Partners with Operations Team/AD and FBC's to construct and implement the most effective market-based plan

OTHER JOB FUNCTIONS

§ Co-op Support Materials:
Prepare Promotion and National Event MAP to aid in development of co-op materials
Prepare Media Template for each promotion: Fill in National Support and recommend local support
Develop and collect annual co-op budget worksheets
Collect and maintain co-op legal documents
Assign new Café’s to their correct co-op (DMA)
Approval of any co-op spending exceptions
Local Market Media:
Work with NCC to provide a list of programming that supports TSC key target audience
Work with NCC and FBM to develop Cable TV buys
Provide POV to FBM on media packages
Post all TV and radio spots and order forms on Fran connect
Assist local co-ops in identifying and implementing local media agency options
Evaluation and analysis of impact of media on sales performance by DMA
Marketing Communications:
Manage and generate weekly Brand Update
Management of Marketing content on Fran connect
Update and Manage Tropicalordering.com
New Franchisee Support:
Develop tools for Grand Opening Plans
Maintain Marketing sections of the Grand Opening Planner
Assist franchisee in various system set-up: Synq Portal, On-line ordering, texting club, e-mail club, Microsite, Facebook, etc.
Vendor Management:
Manage marketing vendor relationships to maximize products available for our Franchisees
Work with VP of Marketing in negotiating with new vendors or revisions to contracts with existing vendors
Conduct annual meetings with Marketing Vendors to evaluate their effectiveness to the brand
Desired Skills & Experience

KEY RESULTS AREAS:
§ Meeting company revenue plans
§ Appropriate use of our trademark in a way that builds the brand while generating sales
§ Effective and efficient use of marketing resources (including marketing team as well as external partners)
§ Demonstrated experience connecting measurable ROI to internal and external marketing programs and functions, including new product initiatives

REQUIRED EXPERIENCE

Fast Casual or Restaurant Experience desired

Knowledge of media (traditional and non-traditional

Strategic and tactical field marketing experience for quick service restaurants and/or retail food concepts.

Ability to manage and complete multiple tasks/projects

Ability to adapt quickly to changing business environment; execute supplemental marketing tactics in order to drive immediate sales

Support for new product launches including product branding, launch events, sales presentations and collateral

Ability to work effectively across organizational and functional lines

Identify and negotiate partnership marketing opportunities

Demonstrate advanced ability to implement and execute off of strategic direction

Superior problem solving and decision-making skills

Excellent presentation skills and executive presence

Strong strategic thinking and planning skills including the ability to anticipate trends, situations or changing market conditions and take appropriate action on a timely basis

Strong computer skills – MS Word, Excel and PowerPoint

EDUCATIONAL REQUIREMENTS
§ 4-Year degree is required (ideally from a top tier institution) – preferably in business or related field of study
§ Master’s degree preferred

REQUIRED LICENSES, CERTIFICATES, OR KNOWLEDGE
Professional and proactive approach to Marketing with creative problem solving skills
At least five years management experience in marketing or promotional agencies, brand management, and media a plus
Demonstrated ability to build relationships with internal and external work teams
Effective at leading cross-functionally and effectively with others at all levels
Fluent in fundamentals of marketing knowledge such as media, creative process, research
Proven success managing relationships with external vendors
Ability to work on tight deadlines in a fast-paced, team environment
Extremely driven with superior communication skills
Resourceful and organized with an appreciation and attention towards important details

WORKING CONDITIONS
§ Occasional out-of-town travel required
§ General office working conditions
§ Salary - 60K


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