Senior Brand Manager, Innovation​/Digital - Bets

Recipe Unlimited Corporation is Canada’s leading full service restaurant company. Home to such iconic brands as Swiss Chalet, Harvey’s, St.Hubert, Montana’s, Olive Garden Canada, Kelseys, Bier Markt, East Side Mario’s, The Landing Restaurant Group, New York Fries, The Pickle Barrel & Catering, State & Main, Elephant and Castle, Original Joe’s, Fresh Kitchen + Juice Bar, The Burger’s Priest, Blanco Cantina and Anejo.

With this diverse portfolio of restaurants our Home Office Teammates have the opportunity to work on a wide variety of some of the most popular, well-loved brands in Canada. Variety isn’t the only thing we offer – we are passionate about our industry, we celebrate and support diversity of thought, we are innately curious and encourage our Teammates to take ownership.

Above all else, we believe in doing the right thing for our people, our communities and our planet.

At Harvey's, we deliver delicious “home-made” food, made fresh, in-house just for you. Our atmosphere is warm, welcoming and feels like home. We work as a team and help each other succeed. Our Managers are hands-on and our team works together to deliver the Perfect Guest Experience to our guests each and every time. We genuinely care about each Guest and every Associate.

This Senior Manager will champion the strategy of the Brand's annual strategic Innovation Big Bets, Social Media, Digital Media, Experiential, PR, CRM, Franchisee marketing and the overall Brand Media Plan. Working with internal and external creative and media agencies, this role will take ownership of driving brand disruption to raise brand awareness, drive traffic and provide an engaging experience for our guests, across digital and traditional media channels.

The individual will be a critical part of the brand marketing team in defining and fulfilling strategic Big Bets, brand identity / positioning, and defining the optimal media mix.

• Partner with the Head of Marketing to develop strategy plans and annual BIG Bets, including disruptive marketing outside the four walls to drive awareness and traffic into the restaurant.
• Responsible for planning and execution of in-restaurant innovation tests to support annual calendar plans, including annual brand surveys, trend monitoring and as needed guest research to support strategic plans
• Lead external agencies to develop and execute TV / Radio connect to annual promotional calendar, including annual brand campaigns
• Take ownership of the full media strategy, including both traditional and digital media buys, to drive sales growth, traffic, brand awareness and PR / social media buzz and following
• Oversee Social Media, E-mail strategy, Content calendars including  content.
• Establish relationships with key bloggers and online influencers, and oversee PR campaigns to drive earned media opportunities.
• Working with the brand team on brand promotional campaigns as well as viral opportunities, create social media buzz and digital media campaigns that ultimately drive users to our restaurants
• Own the Franchisee marketing strategy to grow our network of franchisee partners to support our 5 year Canadian growth strategy
• Identify and monitor effective benchmarks for measurement of media efforts. Analyze, review and report of effectiveness of media campaigns to maximize results and make recommendations for future campaigns
• Coach and mentor direct report

• University degree in business or equivalent preferred
• A minimum 5 years of experience in social media, CRM, Digital Marketing
• A minimum 5 years of experience developing business or marketing plans and cross functional team environment experience
• A minimum of 3 years working with media planning agencies and leading…