Head of Marketing - Europe

Position Overview:

Develop high impact strategic launch and sustain plans for important new markets to drive maximum awareness and leverage strengths of the Wendy’s international brand. Lead research and development of menus, brand positioning and recommended pricing strategy. Generate annual promotional calendar, media strategy and channel specific growth plans to maximise launch year sales and subsequent year-on-year growth. Guide and work in partnership with Franchisees to track and grow brand health across assigned markets leverage own business acumen, marketing expertise and coaching of Sr Director Marketing UK & APMEA. Partner with DRSC brand and advertising team, advertising agencies and cross-functional teams to achieve launch & annual objectives. Overall success will be measured by improvements in sales, customer counts, development (new restaurant growth) cadence and profitability for the system.

Key Responsibilities:

1. Develop launch / relaunch plans for assigned markets within UK, ensuring cross-functional collaboration and alignment of senior stakeholders (line manager, CMO, Managing Director Europe)
2. Develop annual brand plans and execute agreed upon marketing campaigns for assigned countries, including assessment and planning for new markets.
3. Work with brand and advertising team and local agencies to ensure FZs understand brand standards and are held accountable to upholding them as they achieve their annual business objectives.
4. Work with cross-functional teams on menu innovation, menu optimization, and elevation of standards. Gain franchisee alignment on innovation plans and priorities.
5. Participate in franchisee marketing boards (WMAB) and assist in ensuring meetings are well run, productive and result in greater alignment and results.
6. Support quarterly business reviews with franchisees and take a leadership role in reviewing results of advertising and promotional activities, determining if 3 green criteria (consumer, financial, operations) were met for all initiatives.

Qualifications:

1. Knowledge of brand marketing strategy, media, innovation protocols, research and financial acumen. Experience of multi-market international role/environment and leading cross-functional teams.
2. Knowledge of the competitive environment and impact of the economic landscape.
3. Ability to build relationships, manage and influence franchisees, and cross-functional peers to achieve strategic objectives.
4. Essential skill sets would include strategic orientation, flexibility/adaptability, leadership and problem solving
5. MBA with 5+ years of experience and knowledge of QSR

This position is located in the UK, and will involve remote work and 40% travel.