BIGGBY COFFEE

Director of Retail and Field Marketing

East Lansing, MI (Remote)

Salary Not AvailableDirector/Executive8+ years expFull time

Posted 5 months ago

Job Summary

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

Job Description

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.

Director of Retail and Field Marketing

BIGGBY COFFEE · East Lansing, MI · Remote