Overview:
Restaurants will always be the center of our business. As we strive to achieve Raising Cane’s Vision, we leverage multiple partnerships to expand our global footprint while maintaining a local presence & identity through great teamwork! In addition, to Vendors, Franchise and RSO Partners, Restaurant Support Business Unit Team Partners & Crewmembers are critical to our success!
At Raising Cane’s, we support our Restaurants with both Business Unit & RSO support. Our commitment & dedication to Restaurant support is a competitive advantage! Business Unit Support Crewmembers are aligned to a specific Business Unit defined as either a Region, Market or Area. The Business Unit Teams are comprised of Support Crewmembers who are functional experts in various disciplines. The various Support Departments or Functions are led by best-in-class experts. The RSO Support Department / Functional leader is responsible for the hiring, training, personnel management, development & functional routines for the Business Unit Crewmembers.
The Business Unit Leader will lead & direct the Business Unit Team. With alignment from Department / Function leaders, the Business Unit Leaders will determine & direct the day to day priorities of Business Unit Crewmembers. The Business Unit Leader will set priorities & goals for the Business Unit Team that are aligned to Company objectives & plans so there is a singular message and clarity in priorities for the entire Business Unit Team. The Business Unit Crewmembers will leverage their functional expertise to develop strategies, tactics and plans that help the Business Unit achieve its’ goals.
Restaurant Marketing is the implementation of the Raising Cane’s brand and Marketing Strategy. At Cane’s, Restaurant Marketing is executed through localized “Caniac” (Grass-Roots or Neighborhood) Marketing, Media & Public Relations, Sponsorships (paid partnerships with “for profit” organizations) and Active Community Involvement initiatives (paid & non-pad partnerships with “non-profit” organizations).
The Divisional Leader of Marketing (DLM) is a company and department leadership role responsible for the development of marketing strategies and activation plans that will 1) drive sustainable traffic growth, 2) grow awareness of and consideration for Cane’s and 3) build our cult-like following (loyalty and fanaticism). Plans will be developed and executed at the Restaurant, DMA, Regional and Divisional level in alignment to brand standards and designed to achieve Business Unit goals. The DLM oversees multiple Regional Leaders of Marketing. The DLM will be responsible for evaluating the effectiveness of marketing strategies, tactics & programs and provide feedback to the Regional and Area Leaders of Marketing, collaborate with the RSO (Restaurant Support Office) Marketing function to influence the evolution of programs, systems & processes.
Responsibilities:
The West Coast Division is currently responsible for all of California. This Division is in it’s high growth stage and includes the highest volume locations in the system. The primary leadership focuses for this role will be:
- New market entry strategy development through Restaurant Trade Area Level activation plans
- New Restaurant Opening plans that successfully introduce a new location to a market while also proactively protecting existing locations from sales tranfer
- Build a world class Restaurant Marketing team (Area and Regional leaders) – hire, train, and provide hip to hip coaching to reinforce Cane’s brand and marketing philosophies
- Implement strong systems and business routines – bring a level of predictability to a very fluid situation
Leadership Responsibilities:
- Praoctivley align with Divisional Leader of Restaurants on priorities and business needs – set clear goals for the team to activate against
- Sets example for Restaurant Marketing team through positive management and guidance; spends time in Restaurants & Markets, actively participates in daily discussions on Restaurant performance, execution of marketing philosophies and the development of Restaurant and DMA level plans.
- Branding: Responsible for enforcing Raising Cane’s brand standards
- Program Effectiveness: Responsible for ensuring alignment to ROI methodologies and consistent execution and follow up from the Restaurant marketing team.
- Collaborates with Business Unit Leaders and FP&A to analyze sales & Customer traffic data by region, area & Restaurant as well as any other relevant area data to keep management informed of trends, UPRs, incremental spend requests, etc. Reports findings to company leadership on regular basis
- Staffing: Collaborates with Recruiting Department to source, select and hire high caliber Crewmembers that properly balance the company’s growth plans, opportunities, and resources
- Training/Development: Responsible for overseeing, developing, and mentoring Restaurant Marketing Crewmembers; assesses performance objectively; provides clear and direct feedback
Restaurant Marketing Functional Responsibilities:
- Responsible for setting expectations and achieving results (financial & non-financial) as outlined in all Plans (Company & Business Unit)
- Sponsorships: Identify & evaluate opportunities, manage regional sponsorships and budgets; ensure proper management and execution and maximization of all sponsorships
- Media: Partners with Director Media Planning to ensure the correct strategy is deployed in each DMA, responsible for ensuring the Restaurant Marketing team is engaged in the detailed plans by proactively communicating with Operators, following up on execution results and provides market insights to plans.
- Communications Planning and Execution: collaborate with RSO Marketing team to implement system campaigns and programs & leverage Customer insights to develop effective Restaurant Marketing (local store marketing) plans
- “Caniac” (Grass Roots Marketing): identify opportunities to drive traffic and build brand awareness through grass roots marketing efforts
- Active Community Involvement and Grass Roots Marketing: Oversees the planning and execution of community partnerships. Partners with Business Unit Leaders and Marketing Advisors to ensure our Operators are actively involved in their communities in a way that is aligned to Cane’s core values and philosophies.
Administrative Responsibilities:
- Weekly/Monthly Reporting: Collaborates with Business Unit Leaders and FP&A to analyze sales & Customer traffic data by region, area & Restaurant as well as any other relevant area data to keep management informed of trends, UPRs, incremental spend requests, etc. Reports findings to company leadership on regular basis
- Budget Management: Develops and maintains a detailed marketing budget that outlines all costs affecting the Restaurant level marketing spend; responsible for managing period financial results.
- Ad hoc reporting
Qualifications:
Must Have Qualifications:
- Bachelor’s Degree Required – Marketing & Communications degree preferred
- 10+ years of Marketing experience required
- Experience leading high functional teams with multiple direct reports – remote Crewmember leadership experience preferred
- Field Marketing experience in a multi-unit restaurant /retail environment (“trade area based” marketing planning & execution)
- Knowledge and experience working with media and sponsorships including establishing new & maintaining relationships, negotiating contracts, implementing assets and assessing impact
- Experience with New Restaurant Openings and New Market Entry strategy development and implementation
- Ability to Travel 50-70%; within designated area
Required Core Competencies:
- Authentic leader
- Team oriented, collaborative & culturally aligned (Work Hard & Have Fun!)
- Restaurant Support focused!
- Sales driven & Profit smart
- Exercises good judgment & decision making
- Internally motivated & trustworthy
- Problem solver, analytical, detailed & process oriented
- Self-starter, organized and able to manage multiple priorities (project management)
- Excellent interpersonal & communication skills
- Ability to establish goals and convert plans into action
- Data-driven and Results oriented
- Expert knowledge of core marketing concepts and competencies
- Operational mindset with strong interpersonal skills
- Acts as a role model, consistently represents & lives Cane’s Values
- Adherence to Company “How We Do Business” requirements