Job Summary: The Regional Marketing Manager is the primary point person for all marketing-related activities in assigned region including advertising, merchandising, store design, store layout, assortment, signage and offer. Serve as a strategic partner to regional Area Managers to educate on and successfully build and execute marketing initiatives to achieve business objectives and meet profitability goals. Define and influence regional market strategies, tactics and opportunities required to micro market space and price, plan assortment and promotions, increase market share, contribute to category growth and meet and anticipate the current and future consumer demands.
Develop effective local marketing strategies that align with the regional business strategy and address local market nuances. Influence Corporate Marketing and Area Managers to the benefits of the proposed strategies and tactics presented to achieve business growth. Continually monitor feedback and results to ensure ongoing performance improvement of marketing programs.
Increase customer count, sales, and gross profits in assigned region and exceed original business case results by assisting Category Teams to define roles and strategies with each category that are market specific.
Serve as a Marketing business partner and subject matter expert to the assigned region’s Area Managers through advisory of and promotion of marketing programs to achieve regional sales and profitability goals.
Provide the Area Managers within the Region the marketing tools and materials necessary to successfully execute promotions and marketing programs. Maintain constant communication with Operations leaders within the region on a scheduled basis.
Work closely with Store Operations and Marketing to understand current market opportunities in order to develop and execute a plan of action to improve overall business results while enhancing Wawa’s brand.
Identify where corporate marketing programs or offers require adjustment to best meet the needs of the Florida customer and develop a recommended action plan to achieve those needs.
Lead an ongoing process for gathering and communicating key information about the assigned market (competitor promotion, pricing and offer, threats and opportunities affecting each store or sub-market, lessons learned from tests, promotions, etc.) and recommend proactive strategies and drive execution of programs.
Assist in identifying, troubleshooting and resolving vendor, product, and supply chain issues impacting assigned region’s stores and customers.
Identify industry and regional market trends in assortment, price, promotion, and space planning. Perform competitive analysis and financial benchmarks. Coordinate competitive price surveys. Develop, maximize, monitor and benchmark the progress of market category plans and financial performance.
Develop and manage a network of external vendor relationships that can support local product preferences. Perform vendor and category reviews. Collaborate with vendors to optimize supply chain efficiencies with vendor partners. Develop and provide reports on category and supply chain performance, issues and opportunities in the assigned market for management review.
Provide overall direction and support for team and monitor and assess individual work in accordance with high standards of excellence. Provide feedback, coaching, support, opportunities for development, complete performance appraisals, take corrective action when appropriate, and participate in hiring decisions.
Communicate effectively both orally and in writing.
Ability to prepare and analyze comprehensive reports.
Analyze information and effectively propose solutions.
Handle multiple priorities simultaneously.
Organize and plan projects in a timely and efficient manner.
Establish and maintain a working environment conducive to positive morale, individual style, quality, creativity, and teamwork.
Work collaboratively with cross-functional teams.
Flexibility for frequent travel between Corporate office and regional stores.
Bachelor’s degree in Marketing, Business or related field preferred; advanced degree a plus
Minimum of five years of experience working for Wawa preferred
Previous experience either working in or closely with Marketing in a leadership role
Previous experience in areas such as category management or merchandising a plus
Highly skilled in Microsoft Office suite applications
Must be willing to relocate to or reside in assigned region