VP - Brand & Media - 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 Brand & Media leads the brand strategy, growth initiative prioritization and media strategy and execution for Wendy’s in the U.S.. This collaborative and inclusive leader will partner with senior leaders in marketing, cross-functionlly, with agency partners and with our franchisees to bring the brand strategy to life through product, experience, programming and all marketing touchpoints. Key responsibilities include development of the National marketing calendar, leadership of the brand marketing and media teams, media investment strategy, buying and program measurement – all at the intersection of consumer needs and business growth. The ideal candidate has both brand and media experience, a proven track record of success developing consumer-led and insight-driven growth strategies and marketing programs, and a passion for building culture and developing high-performing teams.

Responsibilities:

Brand Strategy: Spearheads the development, strategic alignment with key stakeholders and activation of the brand strategy through constant pulse on consumer needs and trends, leading the strategic planning process and building support and followership for the plan through implementation.

 

National Marketing Calendar: Leads the calendarization of growth initiatives through sales and business planning process with brand marketing, media, finance, operations, consumer insights and other cross-functional teams. Responsible for ongoing business analysis, media mix and attribution modeling, insights and optimization, proactively bringing forward recommendations and adjustments to the plan when necessary.

 

Media Strategy, Planning & Execution: Directs integrated media resources (general, multicultural/Hispanic, national, local, etc.) to ensure the successful investment of media dollars to bring to life  the business strategy and in connection with marketing franchise advisory board. Evaluates media resources, trends, technology and tools, challenging current processes with new thinking and opportunities, and constant focus on improveming the impact and efficiency of media dollars. Assures the retainment of appropriate agencies, media people, tools, experience, knowledge, etc, for our business.

 

Marketing Communications Strategy: Partners with the VP Integrated Marketing, other team members and agency partners to develop clear, specific and measurable brand, product and program briefs that are consumer-focused and insight-inspired. Alignment to holistic evaluation and measurement process focused on data, benchmarks and scorecards with a continuous improvement mindset.

 

Media Relationships & Innovation: Develops, directs, and leads the media vendor/industry relationships.  Participates in advertising industry meetings and seminars.  Creates a strategic partnership with National media conglomerates, associations, program developers, and/or corporations for future opportunities, business initiatives, sports / entertainment, demographics, non-product specific, or to develop additional exposure.  All efforts are focused on creating a distinct competitive advantage for Wendy’s to build relationships with customers that grow our brand, sales and profit.

 

Franchise Engagement: leads Wendy’s franchise marketing advisory board  to secure strategic alignment and support for national marketing and brand initiatives and the stewardship of the national marketing budget.

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 managing sales and business planning processes, including measurement and effectiveness across a wide data set of inputs and considerations
• 10+ years of corporate and/or advertising agency experience in brand strategy, brand marketing, local and national media buying, planning, and strategic development at director level or above
• Strong knowledge of marketing principles (consumer products media planning and buying for national and local media activity, digital media landscape, retail marketing and co-ops) 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 have a front row seat to our test kitchen and be part of the product creation process 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.