The Chief Marketing Officer will develop strategies and lead all marketing efforts for Parker’s Kitchen ensuring the successful implementation of these strategies with measurable results. The role will oversee the management and maintenance of the company’s marketing programs including brand, advertising, rewards/loyalty, category management and all other promotional activities. This position will also build, manage and coach a high-performing marketing team.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Responsibilities:
Strategic Brand Development and Marketing
- Develop and implement Brand and Marketing strategies for all in-store categories based on driving customer transactions, sales, gross profit, and increased basket size
- Work with our food service team to ensure we are serving our customers the highest quality foods with an emphasis on food safety.
- Create and execute on an annual marketing plan drives and increase Parker’s Kitchen brand awareness and loyalty adoption and engagement
Core Responsibilities
- Driving Loyalty adoption, engagement, profitability, customer segmentation analysis and developing customer Loyalty profiles
- All purchasing, procurement, assortment and merchandising in Parker’s Kitchen
- Sourcing new products and services to exceed our customer guest experience
- Setting promotion and pricing strategies for Parker’s Kitchen
- Develop effective marketing strategies and tactics for new store openings and ongoing growth in new markets
- Use consumer insights to drive consumer-facing food, marketing and menu strategies
- Bring creativity, excitement and engagement to food
- Create an environment that inspires innovation and consistent execution while addressing the needs of the business
Digital Marketing Ownership
- Create and manage an annual promotional calendar based on increasing transactions within our target margins
- Develop an annual advertising calendar
- Work directly with TV, radio, print, digital, and outdoor to create an advertising calendar that aligns with our annual promotional calendar
- Work very closely with our in-house graphic design and an external production team to ensure all design elements and creative align with our brand.
- Manage Parker’s Kitchen social media platforms and all Digital Platforms to include mobile app, e-commerce and third-party delivery
Relationship Building Attributes
- Build solid relationships with all other internal departments to ensure maximum execution on any Marketing Plans and Branding initiatives. Ensure that all employees are focused on the customer experience. Invest time in building relationships with our manufacturer and vendor partners.
- Negotiate all vendor agreements and create a customer-first mindset with all our vendor partners
- Partner with our real estate team and designers to develop a floor plan based on enhancing the customer shopping experience and operational efficiencies. Assist in equipment selection and placement in all sites.
Analytical Requirements
- Analyze the data on a weekly, monthly, and quarterly basis based on the category’s contribution to grow profit. Utilize the data to make any business decisions. Utilize the data for sku rationalization. Focus on the core products.
- Manage the Parker’s Rewards loyalty platform. Utilize the data to understand the customer purchasing habits in order to target specific promotions and offers to each individual customer. Ensure that the program is creating loyalty and stickiness with our consumers
Oversee day-to-day management and implementation of all marketing, advertising and promotional activities
- Develop and implement company-wide marketing plans collaborating with all departments for proper execution
- Lead the marketing of the loyalty program(s), analytics and direct marketing effort
- Lead the creative development of all marketing programs and communications
- Maintain core product positioning, and pricing strategies based on geography and demography
- Develop and monitor promotional activities and programs
Lead team of marketing, food service and loyalty professionals
- Recruit and hire team members
- Performance manage the team to ensure business objectives are met
Knowledge, Skills, and Abilities:
- Analytical ability to define opportunities and problems, collect and analyze data, establish facts and draw valid conclusions
- Ability to manage projects from development to execution
- Must be able to manage multiple projects and tasks
- Ability to work across departments and multiple levels
- Effective written and communication skills, even better listening skills that allows the VP of Marketing to get the ‘voice of the internal customer’ and to understand the company culture
- Strong presentation skills and engaging
- Strong leadership skills
- Strong negotiation skills for contract negotiations
- Strong time management skills
- Sense of ownership and pride in your performance and its impact on the organization’s success
- Experience in the convenience store or food service industry is a plus
- Creative, strategic thinker and innovative
- High energy is a must
EDUCATION AND REQUIREMENTS
Required:
- Bachelor’s degree in Marketing, Business, Communications or Advertising
- 5-7 years of experience in brand marketing or related field
- Proven successful marketing skills and experience in all aspects of developing, maintaining and implementing marketing strategies
- Strong knowledge of loyalty marketing and marketing analytics
- Culinary leadership experience with a professional reputation for innovation
- Proven experience utilizing data from multiple sources to drive clear culinary objectives
- Proven leadership and management skills
- Strong knowledge of reporting tools and MS Office Suite with emphasis on PowerPoint, Publisher and other presentation software applications
- Demonstrated experience driving measurable results through customer marketing or database marketing efforts
Preferred:
PHYSICAL REQUIREMENTS
- Prolonged periods sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
Parker’s Companies is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Parker’s does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state, or local laws.
