Sr. Manager, Field Marketing/Optimization - 10004-Charlotte- NC - Hawkins (Charlotte, NC)

Since its founding in 1937, Krispy Kreme's focus has remained the same - making fresh doughnuts using our founder's original recipe. The brand's iconic Hot Light lets consumers know when doughnuts are being made in the shop so they can stop in and enjoy them hot, right off the line.

Krispy Kreme's Sr. Manager, Field Marketing/Optimization will be a key contributor to Krispy Kreme's Brand Strategy team - reporting to the Director, Brand Strategy & LSM. This individual will be responsible for partnering with leadership to develop and execute brand strategies that drive growth for the business, specifically providing strategy and oversight in the areas of Market Optimization, Fundraising, and Local Shop Marketing (including New Store Openings). In addition to supporting overall team initiatives, this individual will lead the cross-functional team in developing, planning, and executing all activities in his or her specific business areas. This individual will succeed by developing close partnerships with their Operations Services counterparts and GMs/DMs in the field, being the voice of the operator within the Brand Strategy team.

A TASTE OF WHAT YOU WILL BE DOING:

Market Optimization:

• Partner with Finance, Marketing Insights & Analytics, and Operations to de-average the business, building scorecards to understand what's working and not working in various DMAs, and building market level understanding of national calendar.
• Utilize scorecards to prioritize DMAs for further analysis, sharing out methodology and gaining cross-functional and executive alignment.
• Complete analyses on prioritized markets, inclusive of sales and traffic analysis, customer analysis, traffic/location analysis, competitive analysis, stakeholder interviewing, pricing elasticity reviews, and more.
• In identified priority markets, serve as cross-functional lead to test/learn and ultimately identify levers to drive growth and deliver SSS inclusive of: Operations improvements (in partnership with Ops), Local Shop Marketing, Pricing, etc.
• Oversee and partner with direct report who will plan and execute LSM efforts.
• Lead Krispy Kreme marketing franchisee relations, working with team to support franchises with marketing efforts; own Krispy Kreme POV on how to be a best-in-class marketing franchisor.

Fundraising:

• In partnership with direct report, own the development and execution of the annual and long-term strategy and planning for the business including development of core and promotional product assortment, marketing assets, and overall activation calendar.
• Maintain an in-depth understanding of the consumer, category, competition, and trends, transforming into insights and opportunities to grow the business, strengthen brand equity, and extend the gap vs. key competitors.
• Own and manage relationships with key 3rd party vendors and partners to drive results and deliver against business goals.
• Own and develop relationships with third parties to drive new Fundraising opportunities and increase sales.
• Partner with Operations to optimize the experience for Krispy Kremers and guests, supporting shop Fundraising with local marketing activations and collateral.

Local Shop Marketing:

• Lead critical local marketing initiatives, including (but not limited to) new market entries, new shop openings, and other critical geographic areas.
• Lead Local Shop Marketing (LSM) for key, prioritized areas, including collateral needs, sponsorship opportunities, local connections, and more.
• Create local marketing playbooks and best practices to share with GM's and DM's for local implementation.
• Own local sponsorships where applicable.

YOUR RECIPE FOR SUCCESS:

• Bachelor's degree in Marketing, Business, or related field. MBA is a plus
• 7+ years of progressively responsible, relevant experience across brand marketing, field marketing, performance marketing, operations, business and/or analytics
• Strong analytical and problem-solving skills with experience analyzing large data sets incorporating both quantitative and qualitative information
• Previous experience or exposure to forecasting and modeling
• Talent for translating complex business objectives and problems into simple, comprehensive solutions
• Ability to work under tight deadlines in a high pressure and continuously evolving environment
• Must be able to influence and lead change with peers and senior leadership
• Deep curiosity, willingness to learn, attention to detail, and ability to thrive in a small, agile team environment
• Highly developed analytical and strategic thinking skills combined with communication and presentation skills that can be leveraged with a wide breadth of audiences including senior management
• Proven ability to effectively manage multiple projects in a dynamic environment
• Strong decision-making background in ambiguous environments with a bias for action

*The above statements are intended to describe the general nature of work performed by the employees assigned to this job and are not the official job description for the position. The official job description will be provided during the application/interview process.

BENEFITS:

• Comprehensive benefits (medical, vision, and dental insurance)
• Employee discount program
• 401K plan
• Generous PTO Plan
• Company events
• Education Reimbursement
• Adoption Assistance
• Life Insurance
• FSA/HSA Plans
• Pet Insurance

Learn more at www.kkbenefits.com!

WHY KRISPY KREME?

At Krispy Kreme, we focus on:

• Loving People:
• Our global culture is best captured by our Leadership Mix, a dozen behaviors that define how we work with one another across the world and give back to our communities. Check out our leadership mix here.
• Belonging happens once each Krispy Kremer knows their bold authentic self is welcomed, dignified, and loved, where their wonderfully original identities flourish and thrive.
• Loving Communities:
• At Krispy Kreme, sharing joy is at the center of everything we do, and we strive to inspire this in our communities. Our brand purpose truly shines through our Acts of Joy and community fundraising initiatives.
• In the U.S., we have been donating unsold doughnuts to local food banks, with a goal of bringing a smile to our consumers as they enjoy a small, sweet treat. We partner with Feeding America and Convoy of Hope, who in turn partner with organizations nationwide to distribute donations to people in need through diverse types of programs and services.
• In 2022, we helped community groups raise $40 million globally. Last year in the U.S., we supported more than 83,000 fundraising events, raising nearly $37 million.
• Loving Planet:
• We have been conducting a multi-year global GHG emissions assessment to establish an emissions baseline, using this foundation to soon set goals for greenhouse gas emission reductions.
• We are working on reducing food waste through donation efforts, animal feed, and composting programs.

Krispy Kreme is an Equal Opportunity Employer:

At Krispy Kreme, we believe that your originality sweetens our recipe. We value the diverse ingredients of the ethnicity, national origin, race, age, sex, gender, intersex, or veteran status of every individual. We strive for an inclusive culture that allows each of our peeps to bring their bold authentic self to work regardless of their religion, gender identity & expression, sexual orientation, or disability.

About Krispy Kreme

Headquartered in Charlotte, N.C., Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Our iconic Original Glazed doughnut is universally recognized for its hot-off-the-line, melt-in-your-mouth experience. Krispy Kreme operates in more than 35 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing Ecommerce and delivery business with more than 14,000 fresh points of access. Our purpose of touching and enhancing lives through the joy that is Krispy Kreme guides how we operate every day and is reflected in the love we have for our people, our communities and the planet. Connect with Krispy Kreme Doughnuts at www.KrispyKreme.com, or on one of its many social media channels, including www.Facebook.com/KrispyKreme and www.Twitter.com/KrispyKreme.