Local Marketing Manager, Bonefish Grill

The Local Marketing Manager is responsible for ensuring flawless execution of marketing initiatives at the restaurant/DMA level, as well as development of strategies and tactics designed to drive local restaurant/DMA level traffic, revenue, and growth. The role will participate in strategic planning, development, implementation, and coordination of new and existing marketing initiatives for the brand. Focus will include restaurant relocations, remodels, new restaurant openings, restaurant/DMA level planning and support, community outreach, developing experiential partnerships and sponsor ships.

This role will be responsible for market specific and regional traffic driving programs with Brand growth and integrity in mind.

This position is based in our Tampa, FL restaurant support center.

• Develop localized marketing plans:
  Create and implement tailored marketing strategies at the DMA level based on market research and local demographics.
• Set objectives and KPIs:
  Establish clear goals and performance metrics to measure the effectiveness of local marketing efforts.
• Leverage research and insights:
  Display a deep understanding of restaurant level demographics, activity, and opportunities, including researching competitive activity, and reviewing and analyzing local opportunities to grow the brand.

• Plan and execute marketing campaigns:
  Design and manage promotional campaigns, events, and initiatives to drive traffic, sales and guest loyalty at local restaurants.
• Coordinate with digital marketing:
  Integrate local campaigns with broader digital marketing strategies, including social media, email marketing, and online advertising.

• Build community relationships:
  Establish and maintain strong relationships with local businesses, community organizations, and influencers.
• Organize local events:
  Plan and execute community events, sponsor ships, and partnerships to increase brand visibility and engagement.

• Conduct market research:
  Gather and analyze data on local market trends, customer preferences, and competitive landscape.
• Report insights:
  Provide regular reports and insights on market conditions and campaign performance to senior management.

• Work with field management:
  Collaborate with Joint Venture Partners and their restaurants to understand their specific needs and opportunities
• Coordinate with corporate marketing:
  Ensure alignment between local marketing efforts and overall corporate marketing strategy.
• Field Communication:
  Lead field level communications, regional calendar planning, creative development, deployment, and reporting on campaigns.

• Ensure brand consistency:
  Maintain the brand’s voice, tone, and visual identity across all local marketing materials and activities.
• Adapt brand messaging:
  Customize brand messaging to resonate with local audiences while adhering to brand guidelines.

• Manage local marketing budgets:
  Allocate and manage budgets for local marketing activities, ensuring cost-effectiveness and ROI.
• Monitor expenditures:
  
  Track and report on spending to ensure campaigns stay within budget.

• Track marketing performance:
  In partnership with corporate marketing team and finance, monitor key performance indicators (KPIs) such as sales growth, foot traffic, and customer engagement.
• Prepare performance reports:
  Compile and present regular reports on the success and impact of local marketing initiatives.

• Bachelor’s degree in Marketing, Communications or related field, required.
• 25% local travel and 25% air travel required.

• Minimum of 4+ years of brand strategy/marketing/ field marketing experience in a fast-paced consumer-oriented marketing environment with demonstrated success of building strong brands.
• Marketing experience with a national restaurant chain or “blue chip” food & beverage company, preferred.
• The ability to manage multiple projects under tight deadlines.
• A proven ability to transform current marketing trends and information into profitable strategies for the business.
• Proficiency in market analysis, competitive front, restaurant operations, opportunities and challenges are desired.
• Strong organizational and people skills, the ability to effectively create and deliver presentations, the ability to set appropriate priorities and use time effectively.
• Demonstrated analytical, creative,…