Responsibilities

• Brand Strategy and Positioning - Develop and maintain the U.S. brand strategy, positioning, value proposition, audience priorities and brand architecture in alignment with company growth objectives.
• - Translate the brand strategy into clear creative platforms, messaging principles, visual direction and annual priorities that guide Marketing and cross-functional partners.
• - Identify how TOUS les JOURS' Korean heritage and creative point of view should be expressed in a relevant, differentiated and credible way for U.S. guests.
• - Partner with Category & Occasion Marketing, Digital Experience & Commerce, Engagement & Communications, Field Marketing and R&D to ensure campaigns and guest experiences reinforce one coherent brand story.
• - Evaluate brand implications of new partnerships, collaborations, sponsorships, menu initiatives and market-entry programs.
• Consumer Insights and Strategic Planning - Lead the brand's consumer-insights agenda, including brand tracking, segmentation, audience research, occasion research, concept testing and competitive analysis.
• - Convert research, guest feedback, cultural trends and business performance into actionable recommendations for positioning, creative, merchandising, media and menu communication.
• - Establish clear learning objectives and success measures for major campaigns and creative tests in partnership with Analytics, Finance and agency partners.
• - Build and maintain a fact-based view of priority audiences, need states, occasions and barriers to trial, then ensure those insights shape briefs and creative decisions.
• - Present concise brand and consumer insights to senior leadership and translate findings into decisions, priorities and next actions.

Requirements

• Bachelor's degree in marketing, brand strategy, design, communications, consumer insights or a related discipline; advanced degree is a plus.
• Eight or more years of progressive experience in brand strategy, creative leadership, consumer insights or integrated marketing, including at least three years leading people or multidisciplinary creative work.
• Experience in restaurants, food and beverage, retail, hospitality, franchising or another multi-location consumer business strongly preferred.
• Demonstrated ability to translate research and business strategy into differentiated positioning, compelling creative and consistent guest experiences.
• Strong understanding of brand identity systems, merchandising, digital and physical production, campaign development and creative operations.
• Experience working across cultures, time zones or global and local teams; ability to influence partners without relying solely on reporting authority.
• Strong presentation, written communication, decision-making and stakeholder-management skills.
• Working knowledge of Asana, Adobe Creative Cloud and modern creative workflow and asset-management platforms; direct design execution capability is helpful but not the primary purpose of the role.
• Ability to travel to bakery cafés, production partners and company meetings as business needs require.