VP Brand and Marketing Maple Street Biscuit Company

Why Maple Street Biscuit Company

At Maple Street, our mission is simple: Help People, Serve Others, Be a Part of the Community. We take pride in our food, but above all, we take pride in our community—starting with our team. If you thrive in a collaborative environment, are passionate about serving your community, and are looking for personal and professional development, Maple Street Biscuit Company could be the place for you.

Grow your community - and grow with us.

WHAT YOU'LL DO | THE OPPORTUNITY

This position will be responsible for overall brand strategy, conducting market research, guiding social and digital media and advertising, and building brand continuity through growth. This position will also be responsible for the media plan development and buying of several marketing channels including paid search, social media, and pay-for-performance marketing. This person will lead the strategy, execution, optimization, and hindsight reporting with a focus on hitting business goals and driving the most out of communication plans and budgets.

Create and define the brand identity for Maple Street now and into the future.

• Partner with design teams and Cracker Barrel partners to create cohesive prototypes that are scalable for future growth.
• Partner with culinary teams to support menu roll outs and marketing related to product.
• Conduct research and analysis to identify guest preferences, market trends, and pricing strategies
• Support cross-functional work such as, but not limited to Off-premise/catering initiatives, and other miscellaneous projects that support Brand strategy.
• Responsible for using the Maple Street voice while managing paid search, social media and pay-for-performance marketing campaigns for all platforms and campaigns.
• Effectively work all levels of leadership to understand goals and audience messaging to collaborate on strategies to achieve financial goals while leading with Maple Street’s voice.
• Develop keyword strategies that align to our Mission and Principals.
• Set measurable goals that demonstrate expectations and ongoing improvement.
• Plan and manage media budget and flowcharts based on quarterly priorities.
• Conduct post-campaign analyses, create reports, and present to senior leadership on a regular basis.
• Work with field leadership to identify, develop, and evaluate marketing strategies for Community Stores.
• Works to help Mission Coach’s’ and Community Leaders strengthen community relations in markets where we compete. Establishes and evolves the systems, processes, and tools available to implement and manage programs at the Community level. Develop Community media support activities where appropriate.
• Assesses the ROI for programs to ensure that marketing investment is optimized. Continuously reviews results of marketing plan to determine success and to make necessary modifications or enhancements.
• New Store Marketing Support. Develops/supervises and tests traffic driving media vehicles to support new Community Stores and/or potential new markets, including digital marketing, direct mail, email marketing, promotional partnerships, and local marketing partnerships/activations.
  
  
  

What You'll Need

Experience and Education

• Bachelor’s Degree in Marketing, Business
• 8+ years previous marketing and leadership experience (does not need to be in a restaurant environment)
• Prior experience for growing a business at scale a plus.
• Fast casual experience preferred, but not required
  
  
  

Knowledge And Skills

• Strong project management skills
• Clear communicator with strong presentation skills
• Strategic thinker
• Strong analytical skills and knowledge of financial modeling and forecasting
• Working knowledge and understanding of kitchen operations in a fast casual setting preferred
• Self-motivated and self-managed
• Ability to manage cost of goods
• Experience building marketing campaigns for new unit is a bonus
• Servant Leadership and Business Acumen
• Budget planning and management
• Strong decision-making skills
• Strong time management and organization skills
  
  
  

What’s In It For You

• Competitive Annual Salary and Annual Bonus Opportunities
• Medical, Rx, Dental, and Vision Benefits on Day 1
• 401k Plan with Company Matching Contributions at 90 Days
• Paid Time Off
• 35% Discount on Food and Retail items
• Community Involvement
  
  
  

About Us

Our mission is this: Help People, Serve Others, Be a Part of the Community. We mean this in the context of our community-facing stores and our guests, but we also mean this in terms of our internal community.

We are serious about providing our team members with opportunities to grow with us. From our Ambassadors and Baristas all the way up to our Community Leaders (that’s what we call our store managers – are you sensing a theme?), our team works hard to train, encourage, and uplift one another so that your time here as one of the Maple Street crew becomes a valuable part of your identity.

BECOME A PART OF OUR COMMUNITY. APPLY NOW!

We are an equal opportunity employer.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.