Divisional Leader of Marketing

Company Description

At Raising Cane’s Chicken Fingers®, our concept is focused and unique. We have only ONE LOVE® - quality chicken finger meals! Every talented Crewmember in our Restaurant Support Office (RSO) is integral to our success and a value to our rapidly growing company.

Restaurants will always be the center of our business.  As we strive to achieve Raising Cane’s Vision, we leverage multiple partnerships to expand our global footprint while maintaining a local presence & identity through great teamwork!  In addition, to Vendors, Franchise and RSO Partners, Restaurant Support Business Unit Team Partners & Crewmembers are critical to our success!

At Raising Cane’s, we support our Restaurants with both Business Unit & RSO support.  Our commitment & dedication to Restaurant support is a competitive advantage!  Business Unit Support Crewmembers are aligned to a specific Business Unit defined as either a Region, Market or Area.  The Business Unit Teams are comprised of Support Crewmembers who are functional experts in various disciplines.  The various Support Departments or Functions are led by best-in-class experts.  The RSO Support Department / Functional leader is responsible for the hiring, training, personnel management, development & functional routines for the Business Unit Crewmembers.

Job Description

Restaurant Marketing is the implementation of the Raising Cane’s brand and Marketing Strategy.  At Cane’s, Restaurant Marketing is executed through localized “Caniac” (Grass-Roots or Neighborhood) Marketing, Media & Public Relations, Sponsorships (paid partnerships with “for profit” organizations) and Active Community Involvement initiatives (paid & non-pad partnerships with “non-profit” organizations).

The Divisional Leader of Marketing (DLM) is a company and department leadership role responsible for the development of marketing strategies and activation plans that will 1) drive sustainable traffic growth, 2) grow awareness of and consideration for Cane’s and 3) build our cult-like following (loyalty and fanaticism).   Plans will be developed and executed at the Restaurant, DMA, Regional and Divisional level in alignment to brand standards and designed to achieve Business Unit goals.  The DLM oversees multiple Regional Leaders of Marketing. The DLM will be responsible for evaluating the effectiveness of marketing strategies, tactics & programs and provide feedback to the Regional and Area Leaders of Marketing, collaborate with the RSO (Restaurant Support Office) Marketing function to influence the evolution of programs, systems & processes.

Leadership Responsibilities

Proactively align with Divisional Leader of Restaurants on priorities and business needs – set clear goals for the team to activate against 

Sets example for Restaurant Marketing team through positive management and guidance; spends time in Restaurants & Markets, actively participates in daily discussions on Restaurant performance, execution of marketing philosophies and the development of Restaurant and DMA level plans. 

• Branding: Responsible for enforcing Raising Cane’s brand standards
• Program Effectiveness: Responsible for ensuring alignment to ROI methodologies and consistent execution and follow up from the Restaurant marketing team. Collaborates with Business Unit Leaders and FP&A to analyze sales & Customer traffic data by region, area & Restaurant as well as any other relevant area data to keep management informed of trends, UPRs, incremental spend requests, etc. Reports findings to company leadership on regular basis
• Staffing: Collaborates with Recruiting Department to source, select and hire high caliber Crewmembers that properly balance the company’s growth plans, opportunities, and resources 
• Training/Development: Responsible for overseeing, developing, and mentoring Restaurant Marketing Crewmembers; assesses performance objectively; provides clear and direct feedback

Restaurant Marketing Functional Responsibilities

Responsible for setting expectations and achieving results (financial & non-financial) as outlined in all Plans (Company & Business Unit)

• Sponsorships: Identify & evaluate opportunities, manage regional sponsorships and budgets; ensure proper management and execution and maximization of all sponsorships
• Media: Partners with Director Media Planning to ensure the correct strategy is deployed in each DMA, responsible for ensuring the Restaurant Marketing team is engaged in the detailed plans by proactively communicating with Operators, following up on execution results and provides market insights to plans.
• Communications