Director of Retail and Field Marketing at BIGGBY COFFEE | East Lansing, MI

Director of Retail and Field Marketing

East Lansing, MI (Remote)

Salary Not AvailableDirector/Executive8+ years expFull time

Posted 3 months ago

The other 99% submit and hope. You're about to do something different.

Drive franchise marketing for Selling Seasons across a distributed system with strong cross-functional alignment and measurable impact.

Own Selling Seasons performance and local activation standards
Must-have: 8+ years in franchise/retail marketing with digital and local activation experience
Standout: Leads cross-functional teams with Co-Op, ARs/FBCs, and brand/ops interactions

Responsibilities

Define and lead the go-to-market approach for all Selling Seasons and evergreen promotional initiatives, ensuring alignment with brand strategy and business goals
Establish system-wide standards for promotional execution, merchandising, and in-store activation
Ensure marketing initiatives drive measurable impact on traffic, sales, and guest engagement
Identify opportunities to improve performance across underperforming markets, emerging regions, and key growth areas
Oversee co-op and market-level activation strategies, ensuring alignment with national campaigns while enabling local flexibility within brand standards
Provide leadership and oversight for Co-Op engagement, and grand opening marketing, enduring the right level of support is deployed based on business needs.
Partner with Area Representatives and Franchise Business Coaches, to identify opportunities in underperforming, emerging or highly competitive markets and deploy targeted marketing support.
Guide the development of scalable tools, frameworks and extensions that enable effective local activation across both Co-Ops and non-Co-Ops markets.
Ensure franchise owners, Co-Op leaders and field partners have clear communication, tools and visibility to support successful execution
Own the overall performance of Selling Seasons across the system, ensuring initiatives drive traffic, sales, and franchisee engagement

Requirements

Bachelor’s degree in business, communications, marketing, or related field required
Minimum of 8 years of professional marketing experience, with demonstrated competence in digital marketing, social media marketing, and content marketing.
Experience working in or with a franchise system highly preferred
Experience working in or with a QSR highly preferred
Experience managing remote teams preferred
Proven experience leading multi-unit or franchise marketing strategies
Experience managing co-op advertising funds and working with franchisee groups
Experience leading integrated marketing campaigns across digital, in-store, and local channels
Experience managing agency partners and cross-functional initiatives
Experience leading and developing marketing teams

Preferred

Franchisee or franchisor experience preferred
Strong copywriting skills
High competence in digital marketing, social media marketing, and content marketing
Hands-on experience with CRM software and project management software
Proficient in MS Office Suite
Deep understanding of franchise marketing models, including co-op structures and governance
Strong knowledge of QSR or retail marketing, including traffic-driving tactics and promotional calendars
Understanding of media planning, budgeting, and ROI measurement
Knowledge of local store marketing (LSM) strategies and franchisee engagement
Familiarity with digital marketing channels (paid media, CRM, social, web) and how they drive in-store traffic
Understanding of brand management and consistency across a distributed system
Ability to manage and administer 3rd party vendors or agencies, if applicable.