VP – Marketing Innovation

Based in Pasadena, California, Dine Brands Global, Inc. (NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar®, IHOP® and Fuzzy's Taco Shop® brands. With over 3,500 restaurants combined in 18 countries and 354 franchisees as of December 31, 2023, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company's website located at www.dinebrands.com.

The Vice President, Marketing Innovation will report to the CMO and play a critical role in driving the evolution of Applebee’s Menu, Brand, and Field Marketing.

The leader will be responsible for developing and executing strategies for these three vital marketing functions, establishing new ways of working, refreshing how Applebee’s goes to market. Utilizing data to identify innovative value, promotions, and menu items will be key to driving business results.

Success in this role requires expertise in brand marketing, franchisee relationships, social/digital marketing. The VP must inspire and develop their marketing team and cross-functional teams, ensuring a strong cultural fit focused on teamwork. They will be responsible for bringing the Applebee's brand promise to life across the menu, marketing, and in our restaurants. A proven track record of delivering topline results is essential, along with attributes such as speed to market, efficient process solutions, redefining testing protocols, and influencing franchisees.

The role demands marketing know-how in digital and social media managing agencies, and overseeing advertising efforts across all media channels, including TV, radio, digital, print POP, out-of-home, promotional partnerships, and social media. Ensuring consistency and alignment with the brand identity across all agency work is crucial.

The marketing team’s efforts and strategies must drive traffic for over 1,500 Applebee’s restaurants across the US. The VP will bring a relentless focus on data and results to all strategies, developing this skill within the marketing team. Starting strategies with data, always measuring results, and holding the team and agencies accountable for meeting business goals will be key to success in the family dining category. This role requires a strong leader who motivates their team and the organization and will be a thought partner to the CMO. This position is designed to lead into the CMO role in the future.

Responsibilities:

• Develop and execute the overall Applebee’s brand and marketing promotions strategy, including oversight of the brand calendar, value strategy, new strategic approaches for value, and promotion partners, such as the NFL and all communications content.
• Manage a team responsible for developing calendar promotions, identifying key menu trends and new products, and restaurant merchandising.
• Oversight of field support team and the gift card program.
• Responsible for menu strategy, process, and execution.
• Lead the franchise marketing committee, meeting at least once per month and twice per year in person.
• Oversee and manage the national advertising fund budget.
• Establish a data driven analytics and reporting structure to develop strategy and educate leaders on how marketing drives traffic.
• Ensure high-quality creative products through management of agency partnerships, focusing on expense efficiency.
• Lead and develop team members by creating and communicating a clear vision for advertising for the business.
• Stay current with emerging menu and marketing technologies and trends.

Skills & Requirements:

• 12 + years of experience and a undergraduate degree (MBA preferred).
• Prior Experience/Previous Positions related to current position: Menu/Product development, experience in Brand Marketing (ideally in consumer-packaged goods classical Marketing) specifically experience in leading major advertising campaigns within complex matrix organizations, and understanding the role of field marketing in a franchise environment.
• Excel at building relationships.
• Excellent at leading strategic menu and marketing efforts.
• Experience in multi-media/integrated advertising programs, including digital.
• Relentless focus on connecting advertising efforts with business performance and ROI, and skilled at communicating impact across the organization, especially with franchisees.
• Experience managing and influencing multiple stakeholders.
• Ability to manage effectively amid ambiguity.
• History of identifying paradigm-changing strategies for menu and brand in a matrix organization.
• Ability to lead and inspire an organization, cross-functional teams, and agency partners.
• “Gravitas” and experience gaining the confidence of senior management.
• Highly detail-driven, solution-oriented, and analytical mindset.
• Excellent problem-solving and critical thinking skills
• Desire to learn and grow within a fast-paced, constantly changing work environment.
• Target base salary range 250k -275k depending on experience

Why You’ll Love It Here:

• Creative Freedom: You'll have the opportunity to shape our brand's voice and create content that stands out.
• Impactful Work: Your efforts will directly contribute to building our brand's online presence and engaging with a global audience.
• Collaborative Environment: Join a team of passionate professionals who are dedicated to excellence and innovation.
• Growth Opportunities: We believe in nurturing talent and providing opportunities for career development.
• Innovation: We are innovators that embrace new ideas and creativity.
• Sense of Belonging: We value openness, uniqueness, and encourage all to show up as their authentic selves.

Equal Employment Opportunity Statement

Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.

Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act and/or other applicable laws and regulations in other jurisdictions.

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