National Director, Field Marketing

Company Description

Since 1940, Dairy Queen® has been one of the world’s best known and loved brands. Based in Minneapolis, MN, International Dairy Queen Inc., (IDQ), is the parent company of American Dairy Queen Corporation. As a leading franchisor, there are more than 7,000 independently owned and operated restaurants in the U.S., Canada and 20 countries around the world. IDQ is a subsidiary of Berkshire Hathaway Inc. (Berkshire) which is led by Warren Buffett, the legendary investor and CEO of Berkshire.

Here at IDQ, we create extraordinary Fan experiences every day and we do this through our commitment to hiring and retaining only the best in class talent. We firmly believe that our employees are the catalyst to the success of the company where their initiative, strategic thinking, and entrepreneurial spirit are recognized and rewarded. We're looking for motivated, passionate and dedicated individuals with an inherent need and ambition to go after bigger challenges. 

Job Description

We have an exciting opportunity available at our corporate office headquartered in Bloomington, MN.  The National Director, Field Marketing is responsible for the strategy, planning, budgeting, presentation, execution, and measurement of regional, DMA-based and local store marketing initiatives in an effort to help the U.S. franchisee system and company reach same store sales, profit and brand development goals.  Collaborate and communicate with cross-functional teammates, franchisee leadership, regional agencies and vendors to achieve goals. Hire, train, coach/develop and evaluate the field marketing team who will be responsible for executing the field marketing strategies. Gain and maintain support, trust, and respect of all key constituents throughout the process of achieving objectives.

Key Accountabilities Include:

Field Marketing Strategy and Plan Development

• Responsible for building and scaling the strategic plan, road map, execution and optimization of the field marketing discipline to drive consistent year-over-year sales, increased profitability and data-driven insights on campaigns and initiatives.  This should result in an annual marketing communication plan for localized initiatives including builds on major national programs, Children’s Miracle Network Hospital (CMNH) fundraising tactics, and more.
• In alignment with national media team, oversee local media planning and budgeting with the field marketing team by holding agencies accountable for media buying performance, attaining media added value, budget compliance and ensuring proper communication with franchisees is upheld.
• Develop and execute marketing plans and program support for new store development growth.
• Constantly seek strategic ways to enhance the DQ systems field agency structure and processes.
• Add subject matter expertise to processes in place for the development of creative needs and media planning and placement.

Elevation of Local Store Marketing

• Generate tools for local efforts to extend national promotions.
• Oversee local store marketing strategy and tools available for franchisees including geofenced digital marketing, coupon marketing, print on demand solutions, social media assets, fundraising tools.
• Offer trade area surveys and root cause analysis to support stores or markets in need of additional support.
• Develop and execute cross functional projects and programs aimed at growing sales.
• Collaborate to improve and evolve new store marketing performance.
• Grow franchisee fundraising efforts for CMNH.

Brand Initiative Communication and Alignment

• Collaborate closely with Operations team to determine appropriate strategies to meet corporate sales goals. Participate in the development and implementation of integrated business plans for assigned markets in the region to achieve strategic objectives and effectively communicate brand initiatives.
• Provide relevant business and financial analysis of key issues to internal and external shareholders including comp sales, sales trends by category or geography and sales/profit results generated by specific media/promotional activity.
• Support efforts to maximize participation in the national marketing calendar and within the National Marketing Fund.
• Plan, produce and execute communication, meetings and calls with franchisees and franchisee leaders in cooperation with the field marketing managers and all necessary cross functional teams.

Management of Field Marketing Professionals

• Continuously coach and advise assigned team members in the execution of their responsibilities.
• Hire high performing staff with skills that are relevant to the needs of the business.  Condu