Marketing Director

Marketing Director Sopac

Taco Bell (TB) Corp., a subsidiary of Yum! Brands, Inc., is the world's largest Mexican-inspired quick service restaurant (QSR) brand. Taco Bell was born and raised in California and has been around since 1962. We went from selling everyone's favorite Crunchy Tacos on the West Coast to a global brand with 8,700+ restaurants, 350 franchise organizations, that serve 42+ million fans each week around the globe. That's right… Taco Bell has 8,700+ restaurants in over 35 countries around the world, with offices in the U.S., Canada, UK, India, Australia, and Singapore. And we don't plan to stop there.

Internationally (outside of the US), Taco Bell has over 1,100 restaurants, with a bold goal to reach 3,000 restaurants by 2030. The brand's steady growth and strong business model have earned it the #1 position on Entrepreneur's "Franchise 500 list" two years running and has been named "Most Innovative Company" by Fast Company and AdAge "Marketer of the Year." As part of Yum, alongside our sister brands – KFC, Pizza Hut and The Habit Burger Grill – we are famous for career growth and development, as well as constantly pushing innovation and inspiration in the QSR sector.

Much of our fan love and authentic connection with our communities are rooted in being rebels with a cause. From ensuring we use high quality, sustainable ingredients to elevating restaurant technology in ways that hasn't been done before… we will continue to be inclusive, bold, challenge the status quo and push industry boundaries.

We're a company that celebrates and advocates for different, has bold self-expression, strives for a better future, and brings the fun while we're at it. We fuel our culture with real people who bring unique experiences. We inspire and enable our teams and the world to Live Más.

And all that comes with fun, year-round events like holiday and cultural festivities, development opportunities you can take advantage of from anywhere you are, and random recharge days – just to name a few. We truly believe that where you work matters and taking care of our employees matters as much to us as taking care of our fans.

Responsibilities

At Taco Bell, we aren't just looking for candidates. We are looking for dynamic, disruptive, visionary problem-solvers that have a passion for innovation and the ability to lead cross-functional teams of associates across multiple disciplines. As Marketing Director, SOPAC you will be specifically responsible for TB Australia and NZ marketing activities, including the development and execution of RED strategies, budgets and plans designed to achieve the company's approved brand and business growth targets. This position will be based in Sydney and is expected to require travel across Australia, New Zealand and Asia.

The position has direct impact upon System Sales, Same Store Sales Growth (SSSG) and Same Store Transaction Growth (SSTX). One of the key deliverables will be making TB relevant to the local markets and establishing a new brand in the hearts and minds of consumers.

The day-to-day:

The job functions of this role include but are not limited to:

Drive marketing strategy. Provide the vision and strategy to disrupt the QSR market and create a distinctive brand that can grow to become a top 3 player in the region and leader in youth culture.

• Develop marketing strategies, budgets and detailed plans (including promotion, product mix, pricing, advertising and expenditure) designed to achieve approved brand, revenue and profit growth targets, balancing the need to build the brand overtime and deliver sales overnight.
• Establish and chair the Taco Bell Marketing Co-op in a manner that fosters collaboration, extracts the best ideas from all parties but allows the Marketing team to inspire and hold to account, a cross functional agency village to execute against the business challenges in a highly creative, innovative and bold manner.
• Lead the customer experience strategy, overseeing the design and execution of channel strategy, CRM, eCommerce, customer data strategy, including martech and UI/UX requirements.
• Develop a vision for Delivery and manage the local and global stakeholders within the channel ensuring productive relationships with aggregators, technology partners and operations to make the channel attractive and profitable for all parties.
• Leverage data and insights to unlock growth opportunities – including development of menu architecture, menu board design, asset design, communications and operational factors.
• Direct and co-ordinate designated product development activities, making specific recommendations on new products, line extensions packaging changes and nutritional enhancements.
• Lead Pricing strategy and Value Innovation, including development and oversight of a multi-year pricing roadmap and omnichannel growth strategy.
• Report on sales/ marketing performance against budget and forecast. Oversee and report on AMP expenditure. Develop and oversee implementation of approved corrective action activities as required.
• Consult and liaise with field operations (and other Departments) to enable effective execution and maximisation of designated marketing/sales programs. Oversee marketing support for field activities designed to achieve sales and profit objectives.
• Provide input into Taco Bell strategic planning process, periodic review and update of strategic plans.
• Participate in Global forums/work groups and collaborate with other markets to share know-how and help build new capability

Disruptive & Innovative:

Step change the approach to ongoing challenges and come up with innovative and disruptive solutions

• Build a distinctive, new brand in a market with highly successful, sophisticated competitors with far larger resources by being disruptive and innovative in order to break through.
• Work within a limited budget to grow sales overnight and brand overtime by being able to make strategic trade-offs and choices on priorities.
• Build a brand that leads youth culture and sells to the masses.
• Drive the Digital agenda for the long game.
• Ultimate responsibility for a wide range of Marketing activities within a fast paced industry. Therefore an ability to be decisive and organise work, leveraging expertise in agencies and networks is essential.
• The industry runs at a very fast pace – possessing a sense of urgency, plus the ability to meet deadlines under pressure, is essential.
• Drive day to day activities with the team, while dedicate time on strategic initiatives – therefore the ability to effectively utilise time management.

Interpersonal Relationships & Franchise Engagement:

Develop and nurture powerful relationships with multiple stakeholders and franchise partners and their teams to gain alignment and support for recommended plans.

• Ability to handle several stakeholders both locally and globally with diverse ideas, experience and agendas. Therefore an ability to form strong relationships, while being persuasive and having the courage and self confident integrity to drive the best plan for Taco Bell.
• Accommodating the different financial positions and economic parameters of franchisees. Therefore the ability to collaborate and build trust with franchise partners.

Cross-Functional & Global Collaboration:

Co-ordinate with other functions to ensure Marketing strategies and plans are aligned to meet Taco Bell Asia-Pac's overall business priorities. Liaise with the global team for strategic alignment and other business units for co-ordination, best practice sharing, updates and reporting.

Working Relationships:

• Internal:
• General Manager SOPAC - for ongoing coaching, business direction & prioritization
• Marketing Director APAC – coaching, partnership, region best practice and approvals
• CMO International, TB – for strategic framework, removing roadblocks, US best practise
• Cross Functional TB Team, – for support on execution of calendar and brand initiatives
• SCM and Product Development team SOPAC
• Franchisees & their Marketing teams – leveraging experience, gaining alignment on plans
• Other members of the TB US marketing department & TB Intl Marketing teams – for co-operation, co-ordination, technical advice, peer support
• TB US FIT team
• TB Legal team
• TB SOPAC & APAC Marketing Teams
• External:
• Agencies - Advertising, media planning/buying, research, public relations, merchandising, design.
• Suppliers
• Delivery Aggregators

People Grower:

Drive a "People First" culture by actively coaching, developing & growing both, direct reports and franchise marketing teams

• Coach the team to achieve their personal best