Responsibilities

• Develop, coordinate, and implement comprehensive annual marketing plans for all franchised concept locations and motorway channel venues, including demand/traffic generation, national brand co-op programs, local store marketing (LSM) initiatives, limited-time offer (LTO) launches, and seasonal promotional calendars.
• Serve as the primary point of contact between the company and national franchise brand partners (e.g., quick service, fast casual, and coffee concepts), managing co-op marketing fund submissions, brand compliance approvals, and participation in franchisor marketing councils and committees.
• Lead the development and execution of motorway-specific marketing strategies tailored to the unique needs of the traveling consumer, including wayfinding signage, highway approach advertising, fuel-side promotions, digital menu board content, partnering with tour operators & chambers of commerce to drive traffic, and cross-concept bundle offers.
• Oversee the creation, production, and placement of all marketing materials across franchised and motorway locations, including point-of-sale (POS) materials, digital signage, menus, print collateral, and social media content, ensuring full compliance with franchise brand standards and guidelines, and maximizing impact of LTOs.
• Partner with Communication Manager in rolling out regional digital marketing efforts including social media, email campaigns, search engine optimization (SEO), and paid digital advertising for franchised and motorway concepts, in alignment with national brand digital requirements.
• Analyze and report on marketing campaign performance, customer engagement metrics, sales lift data, and return on marketing investment (ROMI) across all franchised and motorway locations, present findings and actionable recommendations to senior leadership on a regular cadence.
• Partner with Creative & Design, Operations and Culinary teams to support the rollout of new franchise concept openings, rebrands, motorway location renovations, and new product launches, providing marketing planning, materials development, and grand opening execution support.
• Manage and oversee all third-party agency, vendor, and creative partner relationships supporting franchised and motorway marketing programs, including creative agencies, and media buying partners.
• Develop and manage the marketing budget for franchised concepts and motorway channel initiatives, tracking expenditures, ensuring cost efficiency, and maintaining accountability to allocated budgets and franchise co-op fund requirements.
• Conduct regular competitive analysis and consumer trend research specific to the franchise food service and motorway/travel plaza channel; identify emerging opportunities in customer behavior, channel marketing innovation, and competitor activity to inform strategy.