Inspire Brands Manager, Communications Strategy & Planning in Canton, Massachusetts
This position plays an important role in the development of consumer connections, audience planning and creative based on brand strategies and objectives. The ideal candidate will understand the guest and guest journey to connect campaigns and content to the right audience through the right channel at the right time.
They will work with cross functional teams to define the messaging strategy, communications strategy, and creative assets needed to reach target audiences across channels. They will understand the target audience and create meaningful connections to drive brand engagement and growth.
Partner with the Marketing Team and agencies to execute, optimize, and measure integrated campaigns and overall performance.
Manage creative development with Agencies including concept selection, creative refinement, production, and final delivery. Responsible for creative to support digital video, audio, paid social, and partnerships/sponsorships.
Work cross-functionally between IMC, Baskin-Robbins’ Marketing Team, and other internal stakeholders to deliver integrated creative for strategic marketing platforms.
Provide brand stewardship for the organization: promote consistent execution of brand personality, creative tonality, and brand guidelines internally and among the agency ecosystem.
Partner with the Media Strategy & Planning team to understand the impact of campaigns to determine creative optimization needs.
Work with cross-functional teams to define the messaging strategy, communications strategy, and creative assets needed to reach target audiences across channels.
Participate in marketing briefing processes to ensure proper consumer and audience connections in the planning process, including clearly defining the role of consumer touchpoints to achieve the brand’s objectives.
Use knowledge of guest journey, attitudes, and behaviors to map key existing and new touchpoints; plan media creative against these touchpoints to change guest attitudes (e.g., improved brand perception) and drive desired behavior (e.g., visits to restaurants)
Understand brand strategies and objectives and ensure connections plans align with them.
Use a deep understanding of brand performance and underlying business drivers to inform connections plans
EDUCATION AND EXPERIENCE QUALIFICATIONS
4-Year Degree Minimum
Requires hands-on experience in the development and production of advertising creative.
Candidate must be skilled at creative evaluation, refinement, and production.
Requires relevant client-side or agency experience in high-volume, retail industries, QSR a plus.
Inspire Brands is a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC Drive-In restaurants worldwide.
We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.
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