Responsibilities

• Inspires, owns, and champions brand voice & positioning internally, with consumers, and with franchisee partners
• Owns agency relationships (media & creative), and works with the CMO to optimize agency structure and strategy
• Spearheads strategic & creative development of marketing communications programs, balancing long-term health of brand with short-term sales results
• Provides strategic thought leadership by leveraging both qualitative and quantitative insights
• Oversees modernization of consumer engagement models, including social strategy overhaul, a continued emphasis on brand building in digital environment, and an emphasis on earned media through influencer and PR channels
• Enhances the brand’s leadership position by providing thought leadership around advertising/media/PR and related consumer culture
• Oversees the development of Popeyes’s omni-channel media plan, including oversight of paid and owned media budgets and optimization of cross-platform media programs, working in conjunction with internal analytics counterparts
• Develops clear KPIs and measurement frameworks to assess effectiveness of all media and optimize ROI and business impact.
• Provides education and leadership to the broader marketing organization and brand leadership on the plan, impact/value and results of our media plans.
• Builds best in class team to lead development of on-going creative and media campaigns.
• Challenges current processes and leads special projects to iterate and improve media and execution.
• Creates synergies between disciplines: Advertising, Social, PR, Digital, Analytics, etc.
• Elevates the quality, effectiveness, consistency, and production value of all creative assets.