VP - Integrated Marketing - The Wendy's Company

Overview:

When our square shaped burgers made their first sizzle on the scene more than 50 years ago, people knew our approach wasn’t like any other. Same goes for the way we support our employees. Our culture of openness, flexibility, and inclusiveness allows everybody to flourish in their own way. If you’re looking for a career where you can be part of the action as we continue to grow our iconic brand – We got you!

 

The VP Integrated Marketing leader oversees the brand engagement strategy with a focus on inspiring consumer engagement with our brand that builds relationships and drives business results. With their team and our agency partners, this leader is accountable for our consumer engagement strategy and effectiveness, brand storytelling and creative development, integration and production across all external (“off-premise”) consumer facing brand touchpoints. They will synthesize consumer, competitive, marketplace and cultural insights to refine and optimize how Wendy’s brand connects with customers holistically, inclusive of both everyday channel strategies and broad, integrated marketing programs and product launches.

 

The ideal candidate for this position has a combination of creative development, brand and media experiences across multiple businesses, categories or industries, both working for brands and agencies. They should also bring a proven track record of success developing consumer-led, insight-driven and cross-channel marketing programs and creative campaigns, and a passion for building culture and developing high-performing teams.        

Responsibilities:

Brand Communication & Engagement Strategy: Leads brand communication and creative vision and strategy for Wendy’s holistically and specific to marketing calendar/product windows within. Ensures all communications are grounded in consumer target(s), communication objectives and business goals, in partnership with VP Brand & Media, agencies and other marketing activation partners. Accountable for strategy, creative development, production, integration and measurement across all off-premise channels including social, digital, video/television, audio/radio, CRM, partnerships and activations.

 

Creative Integration: Leads integration and synergy across all consumer touchpoints with the brand, including channels of direct accountability and in partnership with the VP Customer Experience (on-premise).  

 

Creative Impact and Measurement: Build capabilities and processes to elevate and integrate measurement and effectiveness mindset across all marketing communications. Integrate creative and communication measurement with other teams and data sets for a more holistic view.  

 

Agency Leadership: Direct and manage our national brand and creative agency partners, integrating media and PR agencies, to ensure strategic alignment leading to consumer and insight centered work brought to life by empowered and energized teams. Foster innovative thinking and approach to how Wendy’s connects and builds relationships with customers, with a focus on measurement and continuous improvement in all we do. 

 

Brand Engagement Innovation: Leverage technology and emerging trends, partners and platforms in order to keep Wendy’s at the forefront of redefining how brands connect with customers.

 

Stakeholder Influence: Build strategic alignment and excitement for the creative and marketing communication work with key stakeholders (restaurant teams, franchise system, senior leadership team and board of directors). 

 

Minimum Wage:USD $218,000.00/Yr.Maximum Wage:USD $403,000.00/Yr.Qualifications:

• B.S. or B.A. in Marketing, Business, Advertising or related field, MBA preferred
• Significant experience in translating business and consumer challenges and opportunities into inspiring and business building marketing communication and creative
• 10+ years of corporate and/or advertising agency experience in brand and communications strategy, cross-channel program and creative development, and strategic at director level or above
• Strong knowledge of marketing and advertising principles and forward thinking around leveraging technology and data to advance marketing effectiveness
• Team leadership and development, -analytical, organizational and communication skills
• The preferred candidate will live in the central Ohio area to be on-site as needed for critical meetings but can enjoy a hybrid work schedule #LI-hybrid

Wendy’s was built on the premise, "Quality is our Recipe®," which remains the guidepost of the Wendy's system. Today, Wendy's and its franchisees employ hundreds of thousands of people across more than 7,000 restaurants worldwide with a vision of becoming the world's most thriving and beloved restaurant brand.

The base pay range for this position is listed below. The base pay actually offered will take into account internal equity and budget for the open position and also may vary depending on the candidate’s job-related knowledge, skills, and experience, among other relevant factors. This range does not include an estimated value for any benefits, bonus, or other incentives that may be applicable based on position.* The target annual bonus for this role is 35% of annualized base salary, based on actual company and personal performance. Director and above roles are also eligible to participate in the Company’s long-term incentive award program.

Our square burgers make us different and so do our benefits! Our restaurant support roles are eligible for a wide array of benefits, including things such as parental leave, free EAP sessions, company 401k match and other great offerings. For more details about our benefits, including an overview of eligibility and terms for certain benefits, please visit our benefits website, www.wendysbenefits.com.*

*NOTE: Wendy’s benefits, bonus, and other incentives are governed by the applicable legal plans and policies and, where appropriate, may be subject to Board approval an individual award agreement terms. Those documents supersede all other information regarding Wendy’s benefits, bonus, and other incentives. Wendy’s retains the right to amend or terminate its plans and policies at its sole discretion, in accordance with applicable plans, policies and laws.