Sr. Manager, Field Marketing​/Optimization Charlotte- NC - Hawkins; Charlotte, NC

Since its founding in 1937, Krispy Kreme's focus has remained the same - making fresh doughnuts using our founder's original recipe. The brand's iconic Hot Light lets consumers know when doughnuts are being made in the shop so they can stop in and enjoy them hot, right off the line.

Krispy Kreme's Sr. Manager, Field Marketing/Optimization will be a key contributor to Krispy Kreme's Brand Strategy team - reporting to the Director, Brand Strategy & LSM. This individual will be responsible for partnering with leadership to develop and execute brand strategies that drive growth for the business, specifically providing strategy and oversight in the areas of Market Optimization, Fundraising, and Local Shop Marketing (including New Store Openings).

In addition to supporting overall team initiatives, this individual will lead the cross-functional team in developing, planning, and executing all activities in his or her specific business areas. This individual will succeed by developing close partnerships with their Operations Services counterparts and GMs/DMs in the field, being the voice of the operator within the Brand Strategy team.

A TASTE OF WHAT YOU WILL BE DOING:

• Partner with Finance, Marketing Insights & Analytics, and Operations to de-average the business, building scorecards to understand what's working and not working in various DMAs, and building market level understanding of national calendar.
• Utilize scorecards to prioritize DMAs for further analysis, sharing out methodology and gaining cross-functional and executive alignment.
• Complete analyses on prioritized markets, inclusive of sales and traffic analysis, customer analysis, traffic/location analysis, competitive analysis, stakeholder interviewing, pricing elasticity reviews, and more.
• In identified priority markets, serve as cross-functional lead to test/learn and ultimately identify levers to drive growth and deliver SSS inclusive of:
  Operations improvements (in partnership with Ops), Local Shop Marketing, Pricing, etc.
• Oversee and partner with direct report who will plan and execute LSM efforts.
• Lead Krispy Kreme marketing franchisee relations, working with team to support franchises with marketing efforts; own Krispy Kreme POV on how to be a best-in-class marketing franchisor.

• In partnership with direct report, own the development and execution of the annual and long-term strategy and planning for the business including development of core and promotional product assortment, marketing assets, and overall activation calendar.
• Maintain an in-depth understanding of the consumer, category, competition, and trends, transforming into insights and opportunities to grow the business, strengthen brand equity, and extend the gap vs. key competitors.
• Own and manage relationships with key 3rd party vendors and partners to drive results and deliver against business goals.
• Own and develop relationships with third parties to drive new Fundraising opportunities and increase sales.
• Partner with Operations to optimize the experience for Krispy Kremers and guests, supporting shop Fundraising with local marketing activations and collateral.

• Lead critical local marketing initiatives, including (but not limited to) new market entries, new shop openings, and other critical geographic areas.
• Lead Local Shop Marketing (LSM) for key, prioritized areas, including collateral needs, sponsorship opportunities, local connections, and more.
• Create local marketing playbooks and best practices to share with GM's and DM's for local implementation.
• Own local sponsor ships where applicable.

• Bachelor's degree in Marketing, Business, or related field. MBA is a plus
• 7+ years of progressively responsible, relevant experience across brand marketing, field marketing, performance marketing, operations, business and/or analytics
• Strong analytical and problem-solving skills with experience analyzing large data sets incorporating both quantitative and qualitative information
• Previous experience or exposure to forecasting and modeling
• Talent for translating complex business objectives and problems into simple, comprehensive solutions
• Ability to work under tight deadlines in a high pressure and continuously evolving environment
• Must be able to influence and lead change with peers and senior leadership
• Deep curiosity, willingness to learn, attention to detail, and ability to thrive in a small, agile team environment
• Highly developed analytical and strategic thinking skills combined with communication and presentation skills that can be leveraged with a wide breadth of audiences including senior management
• Proven ability to effectively manage multiple projects in a dynamic environment
• Strong decision-making background in ambiguous environments with a bias for action

The above statements are intended to describe the general nature of work performed by the employees assigned to this job and are not the official job description for the position. The…