Responsibilities

• Develop annual and ongoing Communications strategies and plans to drive brand salience, breakthrough brand buzz, and continuous system and sales growth.
• Own the rolling Communications Calendar, within the overall Brand Marketing Calendar, continuously optimizing the plan to meet and exceed corporate and consumer brand and business objectives.
• Lead Corporate Communications including industry and trade media relations, key company events, investor relations, current and new Franchisee communications, and crisis communications.
• Lead Consumer PR and Buzz Marketing – generating national and local media coverage, buzz, and word of mouth for consumer-focused announcements, promotions, events, stunts, and collaborations.
• Lead Internal Communications, ensuring all company news and events are reaching and inspiring our corporate employees, current Franchisees and their teams.
• Stand Managers, and stand-level team members.
• Select and manage all PR and communications agency partners and vendors, for both national and local publicity efforts.
• Influence all brand and marketing campaigns, promotions, new product launches, and more, in partnership with the VP Brand Marketing, and in close partnership with cross-functional peers.
• Partner with Insights & Market Research, Brand Marketing, Field Marketing, Media, Digital Marketing, and Customer Care to develop and activate campaigns nationally and locally.
• Develop deep understanding of the category, competition, and consumer to optimize brand positioning, drive favorable publicity, and grow brand preference and equity over time.

Requirements

• 7-10+ years of Communications management experience in FMCG, CPG, or QSR/restaurant category with minimum of 2+ years in a Director-level role.
• Experience in a franchised brand or business a plus.
• Reputation for developing and managing high-performing communications teams for successful brands.
• Passion for brand storytelling – imbuing PR and communications campaigns with ah-ha insights, creative magic, and remarkable messaging.
• Deep desire to understand consumer choices, attitudes, and behaviors; demonstrated ability to apply consumer insights to inspire successful communications, PR, and buzz marketing campaigns.
• Strong understanding of brand positioning, brand identity, creative development, and excellence in marketing campaign execution/activation.
• Experience leveraging in-house and external creative and communications teams and agencies for national and local campaigns.
• High-energy, curious, collaborative, and communicative leadership style.
• Ability to relocate and live in NW Arkansas and travel as needed.