International Marketing Director

International Marketing Director

Position Description

Overview of Position:

International Marketing Director – Leads Krispy Kreme’s International marketing efforts in the Americas and Europe, working with Franchisees to grow same store sales, improve marketing execution and build local marketing capabilities. Provides marketing support across international markets by leading development of Krispy Kreme Fundraising programs/tools tailored to the International market and by leading development of International Department new marketing & product initiatives. This position will successfully meet these objectives by partnering with local market franchisee marketing/operations teams in analyzing local marketplace/ business/consumer trends, developing annual and long-range marketing plans, developing new market/store opening plans, developing product innovation plans and ensuring execution of all marketing programs adhere to Krispy Kreme brand standards. This position plays a key role in championing local market needs, driving support of those needs with the broader Krispy Kreme organization and delivering business-building solutions to address those needs. This position works with the Vice President of International Marketing and other Krispy Kreme International management to develop/grow the capabilities of local marketing teams and continue to develop and grow the Krispy Kreme brand around the world, with particular emphasis on the Americas and Europe.



 

Principal Duties and Responsibilities:

Primary Support for Franchisee Annual and Long Range Marketing and Product Innovation Planning in the Americas & Europe

Leads Franchisee marketing teams in the development of annual and long range marketing plans to drive increased sales by driving awareness, trial, average spend and purchase frequency/loyalty. Leverages successful marketing plan elements/programs from KKD International and other KKD markets and recommends new marketing programs to meet the evolving needs of the brand and improve the effectiveness of marketing plans.

Leads Franchisee marketing and operations teams in the development of annual and long range product innovation plans to drive increased sales. Leverages successful product ideas from KKD International and other KKD markets to improve the effectiveness of product plans.

Supports Franchisee marketing teams in developing marketing materials/artwork and localizing materials to support marketing/product programs.

Reviews/approves Franchisee marketing/product plans and marketing support materials to ensure adherence to Krispy Kreme brand standards.

Supports Franchisees in executing product innovation plans including assisting with product ideation, reviewing product options, liaising with Corporate resources to support local development and approving all new products.

Monitors Franchisee execution against marketing plans and results of marketing/product programs and reports to KKD International team management.

Leads Franchisee in developing Local Store Marketing programs/events to support the annual marketing plan and drive awareness of key marketing plan elements outside the store.

Assists International leadership team in conducting periodic market business reviews to improve Franchisee effectiveness and profitability.



Primary Support for Franchisee New Market/New Store Openings in the Americas & Europe

Leads Franchisee marketing teams and 3rd party agency partners in the development of new market/new store opening plans to drive brand awareness/affinity and ongoing sales. Leverages learnings from other KKD markets to improve the effectiveness of opening plans.

Supports Franchisee marketing teams in developing marketing materials/artwork and localizing materials to support opening activities.

Reviews/approves Franchisee opening plans and marketing support materials to ensure adherence to Krispy Kreme brand standards.

For new markets, works with International Franchise Operations Director to provide Franchisee and brand orientation and define opening program including doughnut varieties, beverages, collectibles, signage, store design, pricing, POP and other store/opening support materials.

Conducts periodic market reviews to evaluate the effectiveness of opening marketing programs and makes recommendations to Franchisee marketing teams on how to improve programs for future openings.

Responsible for Franchisee Adherence to Krispy Kreme Standards and Procedures in the Americas & Europe

Monitors Franchisee marketing programs to ensure proper execution and adherence to Krispy Kreme brand strategy and brand standards.

Reviews/approves Franchisee marketing materials and consults with Franchisee marketing teams to improve communication impact and effectiveness of materials.

Reviews/approves Franchisee press releases and assists Franchisee in addressing media inquiries on local market issues.

Reviews/approves Franchisee new product initiatives with KKD International Operations & Manufacturing Services.

Provides global support for Krispy Kreme Fundraising and leads development of new programs and tools tailored to the international market for KKD’s Fundraising Program. Primary Support for Franchisee Introduction, Development and Growth of KKD’s Fundraising Programs in the Americas & Europe.

Provides marketing support across international markets for Krispy Kreme’s Fundraising program, assisting Regional Marketing Managers in Asia & the Middle East and international franchisee marketing teams.

Leads development of new Krispy Kreme Fundraising programs/tools and marketing materials tailored to the International markets needs, analyzing cultural norms across markets and recommending program enhancements to drive international growth. Liaises with Corporate Fundraising Director as needed.

Leads Franchisee marketing teams in the Americas & Europe in determining the appropriate point to introduce the Krispy Kreme Fundraising program in new markets.

Leads Franchisee marketing teams in the Americas & Europe in developing a launch strategy for introducing Fundraising. Leverages learnings from other KKD markets to improve the effectiveness of introductory plans.

Supports Franchisee marketing teams in the Americas & Europe in developing marketing materials/artwork and packaging to support Fundraising program.

Reviews/approves Franchisee Fundraising plans and marketing support materials to ensure adherence to Krispy Kreme brand standards in the Americas & Europe.

Conducts periodic market reviews to evaluate the effectiveness of Fundraising programs in the Americas & Europe and makes recommendations to Franchisee marketing teams on how to improve program effectiveness.

Leads Krispy Kreme International Department initiatives to develop new marketing & product programs for use by international markets to drive awareness, trial, guest check average and purchase frequency.

Develops annual and long range international NPD plans/priorities and leads cross-functional teams in developing, testing and launching initiatives across international markets. Partners with Manufacturing Services & Operations to refine product concepts and ensure product initiatives are easily executable across international markets.

Develops annual international marketing/promotional/store experience program plans and leads development, testing and launch of programs across international markets. Liaises with Asia & Middle East Marketing Managers.

Leads development and execution of cross-market/regional marketing partnerships and co-promotion opportunities.

Assists Vice President International Marketing in Building a "Global Marketing Community" that Promotes Shared Learnings, Values Partnerships between Franchisee Markets/KKD and Builds the Capabilities of International Marketing Teams to Improve Regional Efficiencies and Drive Increased Sales/Profit for Franchisees.

Assists Vice President International Marketing in establishing the agenda for and leading KKD Marketing Best Practices meetings.

Identifies marketing best practices in the Americas & Europe markets. Assists Franchisee marketing teams in evaluating effectiveness of marketing programs, documenting results and sharing key learnings with other KKD markets worldwide through the KKD International Sharing Site.

Identifies opportunities to create synergies between Franchisee marketing teams within the region and across regions to improve efficiencies of marketing programs, reduce costs and increase Franchisee profitability.

Works with Franchisee principals to continually build the capabilities and skill set of local marketing personnel.

Assists Franchisee marketing team in conducting agency reviews, establishing agency performance criteria and evaluating agency performance.

 

 

Essential skills and Experience:

College/University degree is required

Five to seven years relevant work experience in consumer brand marketing required with increasing levels of responsibility

Strong organizational, problem solving, strategic-thinking and decision-making skills

Strong leadership, communication and people development skills

Self-motivation, creativity, adaptability and strong desire to learn

Basic computer, telephone and fax knowledge

Pass a pre-employment drug screen and criminal background check

A strong interest in and ability to work in different countries/cultures/languages and a strong willingness to travel

Nonessential skills and Experience:

MBA with concentration in marketing or international business preferred

Experience working in international marketing/business or living outside the US preferred

Considerable knowledge of food, sales, management and customer service is strongly preferred

Bilingual – English & Spanish (spoken & written)

Marketing experience for multi-unit food service operations strongly preferred

Experience working with US brands/companies preferred

Physical Demands and work environment:

The physical demands and work environment characteristics described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Activity

Carrying Writing Bending Stooping Grasping Standing

Twisting Sitting Lifting Walking Filing documents

Communicating with customers and co-workers Using telephone and fax machines

Physical Requirements

Physical activity is extremely infrequent but can occur if needed to fill in for absent employees

Involves extensive travel – up to 50% of time