Role Summary
As Marketing Director, SOPAC you will be specifically responsible for TB Australia and NZ marketing activities, including the development and execution of RED strategies, budgets and plans designed to achieve the company's approved brand and business growth targets. This position will be based in Sydney and is expected to require travel across Australia, New Zealand and Asia. The position has direct impact upon System Sales, Same Store Sales Growth (SSSG) and Same Store Transaction Growth (SSTX). One of the key deliverables will be making TB relevant to the local markets and establishing a new brand in the hearts and minds of consumers.
Day-to-Day Responsibilities
* Develop marketing strategies, budgets and detailed plans (including promotion, product mix, pricing, advertising and expenditure) designed to achieve approved brand, revenue and profit growth targets, balancing the need to build the brand over time and deliver sales overnight.
* Establish and chair the Taco Bell Marketing Co‐op, fostering collaboration and driving execution against business challenges.
* Lead the customer experience strategy, overseeing channel strategy, CRM, eCommerce, customer data strategy, martech and UI/UX requirements.
* Develop a vision for Delivery and manage local and global stakeholders to make the channel attractive and profitable.
* Leverage data and insights to unlock growth opportunities – menu architecture, design, communications, operational factors.
* Direct and coordinate product development activities, make recommendations on new products, line extensions, packaging changes and nutritional enhancements.
* Lead pricing strategy and value innovation, including a multi‐year pricing roadmap and omnichannel growth strategy.
* Report on sales/marketing performance against budget and forecast; oversee AMP expenditure; implement corrective actions.
* Consult and liaise with field operations and other departments to enable effective execution and maximisation of marketing/sales programs.
* Provide input into strategic planning, periodic review and update of plans.
* Participate in global forums/work‐groups and collaborate with other markets.
Disruptive & Innovative Initiatives
* Build a distinctive new brand in a market with sophisticated competitors using disruptive, innovative tactics.
* Grow sales overnight and brand over time while making strategic trade‐offs within a limited budget.
* Drive youth culture leadership and mass appeal.
* Advance the digital agenda strategically.
* Handle day-to-day and strategic initiatives, demonstrating decisiveness and time management.
Interpersonal Relationships & Franchise Engagement
* Develop and nurture relationships with stakeholders and franchise partners to gain alignment and support.
* Collaborate with franchisees, accommodating diverse financial positions and economic parameters.
Cross‐Functional & Global Collaboration
Coordinate with other functions to align marketing strategies and plans with overall business priorities. Liaise with the global team for strategic alignment and best‐practice sharing.
Internal Working Relationships
* General Manager SOPAC – ongoing coaching and business direction.
* Marketing Director APAC – coaching, partnership, region best practice and approvals.
* CMO International, TB – strategic framework and road‐block removal.
* Cross‐Functional TB Team – support on execution of calendar and brand initiatives.
* SCM and Product Development team SOPAC – collaboration.
* Franchisees & their marketing teams – investment in alignment on plans.
* Other TB US marketing and international teams – cooperation, coordination, technical advice, peer support.
* TB US FIT team, TB Legal team, TB SOPAC & APAC Marketing Teams.
External Partners
* Agencies – advertising, media planning/buying, research, public relations, merchandising, design.
* Suppliers.
* Delivery Aggregators.
People Growth and Leadership
* Coach the team to achieve personal bests.
* Continue coaching and drive team development and growth.
* Build capabilities of both RSC and franchise marketing teams.
Qualifications
* Tertiary degree in marketing or business; post‐graduate (MBA) preferred.
* Minimum 10 years overall business experience, with at least 3 years in senior marketing strategy at consumer products/services level.
* Experience building a big, iconic brand and launching and growing a new brand.
* Experience in retail, eCommerce, service or multi‐outlet industry highly regarded.
* Experience across modern marketing management: brand reputation, social media, data, digital, influencer marketing, lifestyle marketing, customer experience design.
* Track record of category disruption and delivering impactful, memorable work.
* Experience or advantage in youth culture brand.
* Strategic thinker, comfortable rolling up sleeves when required.
* Experience in strategic planning preferred.
* Strong leadership, ability to engage franchise owners and team members at multiple levels.
* Sense of urgency.
* Credible leader capable of influencing outcomes on key initiatives.
* High work ethic and personal standards of integrity.
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