Sr. Manager, Marketing Calendar Activation

El Pollo Loco | El Pollo Loco, Inc. - Costa Mesa, CA3.6

Full-timeEstimated: $81,000 - $110,000 a year
For over 35 years El Pollo Loco dominates the market in delivering the freshest, most delicious, citrus-marinated fire-grilled chicken in a quick-service restaurant chain. Its our unique preparation of award-winning pollo, use of authentic ingredients and handmade items that creates a mouthwatering crazy you can taste experience. From our welcoming atmosphere to our exceptional guest experience and passionate people - were truly amazing see for yourself!

Position Purpose:
Leads marketing calendar development and activation for the El Pollo Loco brand, working closely with the Integrated Agency team. Responsible for the development and execution of all product and non-product promotions, including media planning and buying for all consumer advertising (TV, Radio, Digital, FSI/Direct Mail, OOH, etc,). The position is also responsible for the development and leadership for all Public Relations and Local Restaurant Marketing programs. Manages media and PR agency accountabilities, including timelines and budgets.

Oversees new product marketing and offer development along with system-wide execution by identifying relevant menu, product and promotional offer opportunities. Leads the cross-functional execution of new products and offers from concept to launch.

Analyzes business performance reports to optimize program performance, and if necessary, makes timely adjustments and proposes new strategies. Works with company operations and franchisees to communicate marketing calendar, new products, promotions and media details.

Essential Duties and Responsibilities:
Develops marketing calendar and programs with objectives and strategies designed to achieve sales and transaction goals.
Leads the new product/offer pipeline in collaboration with marketing and R&D teams.
Manages media agency and PR agency on marketing calendar and other key initiatives.
Responsible for developing the details for Go-to-Market plans for new products, promotions and other calendar initiatives including strategy and naming.
Leads field communication for new products/offers outlining appropriate business rationale, key benefits and target customer groups. Advocates new product/offer benefits to key stakeholder groups, including franchisees, department leaders and franchise business directors.
Manages TV, radio, digital, social, OOH and FSI production timelines in conjunction with marketing calendar timelines to ensure appropriate time allotted to develop brand-elevating go-to-market and sales-driving approaches.
Oversees media planning, buying and budget stewardship on market-by-market media strategies to ensure support of sales, transaction and brand/ad awareness goals. Continuously evaluates and adjusts as needed.
Leads the budget, estimate and invoicing process adjusting and communicating as needed to ensure on-target spending and agencies are paid on time.
Creates effective print couponing strategies that support modules and drive transactions.
Manages implementation of coupon programs cross-functionally with IT and operations.
Works with VP, Business Intelligence to project program results, determine coupon discounts, identify success criteria/opportunities and conceive new program concepts.
Drives strategies and plans, and executes marketing initiatives for new projects, menu changes, special menus, remodels and rebranding campaigns.
Manages communication of new products, media and PR plans, and program details to operations management, franchisees and restaurant general managers.
Interacts professionally and ethically, constructively participating as a collaborative team member or leader in pursuit of common goals.

Supervisory Responsibilities:
The Sr. Manager, Calendar Activation currently has no direct reports, but is responsible for the day to day leadership of our agency teams.

Education and/or experience:
Bachelors required. Masters Degree preferred. Minimum of five or more years of marketing leadership, traditional and non-traditional Media, and Public Relations experience in QSR or related industry is a plus. Demonstrated experience implementing executing, driving and measuring results across all marketing channels. Knowledge of advanced planning and budget management. Experience leading Advertising, Media, and/or Public Relations agencies.

Brand: El Pollo Loco
Address: 9000 - Corp CA Costa Mesa, CA - 92626
Property Description: 9000 - Corp CA
Property Number: 9000