HiringCafe
Posted 2mo ago

Director of Retail & Field Marketing

@ Biggby Coffee
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East Lansing, Michigan, United States
$95k-$159k/yrHybridFull Time
Responsibilities:Define strategy, Oversee activation, Lead team
Requirements Summary:Bachelor's degree required; 8+ years marketing experience; franchise marketing experience preferred; strong leadership; digital, social, and content marketing skills; able to lead distributed teams.
Technical Tools Mentioned:CRM, Project Management Software, MS Office
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Job Description

The Director of Retail & Field Marketing is responsible for driving system-wide marketing performance through best-in-class execution of innovation and promotional initiatives, co-op and market-level activation and grand opening programs across a franchise system. 



This role serves as the critical bridge between brand strategy and in-store execution—ensuring that marketing initiatives translate into consistent, high-impact experiences that drive traffic, sales, and franchisee success. 



The Director leads a team responsible for Selling Season execution, Co-Op relationship management and activation, and grand opening activation – while identifying opportunities to strengthen market-level support across the system through scalable tools, targeted initiatives and partnership with field teams. 



 



ESSENTIAL DUTIES AND RESPONSIBILITIES 



1. Strategy & System Performance Ownership 





  • Define and lead the go-to-market approach for all Selling Seasons and evergreen promotional initiatives, ensuring alignment with brand strategy and business goals  







  • Establish system-wide standards for promotional execution, merchandising, and in-store activation  







  • Ensure marketing initiatives drive measurable impact on traffic, sales, and guest engagement  







  • Identify opportunities to improve performance across underperforming markets, emerging regions, and key growth areas 





2. Market Support, Co-Op & Franchise Integration 





  • Oversee co-op and market-level activation strategies, ensuring alignment with national campaigns while enabling local flexibility within brand standards 







  • Provide leadership and oversight for Co-Op engagement, and grand opening marketing, enduring the right level of support is deployed based on business needs. 







  • Partner with Area Representatives and Franchise Business Coaches, to identify opportunities in underperforming, emerging or highly competitive markets and deploy targeted marketing support. 







  • Guide the development of scalable tools, frameworks and extensions that enable effective local activation across both Co-Ops and non-Co-Op markets. 







  • Ensure franchise owners, Co-Op leaders and field partners (ARs/FBCs) have clear communication, tools and visibility to support successful execution 





3. Selling Season Performance & Evolution 





  • Own the overall performance of Selling Seasons across the system, ensuring initiatives drive traffic, sales, and franchisee engagement  







  • Establish clear standards for execution quality, merchandising effectiveness, and promotional clarity to maximize in-store conversion  







  • Ensure strong processes are in place for evaluating Selling Season performance and capturing actionable insights  







  • Leverage performance insights and recommendations to set direction, prioritize improvements, and evolve future Selling Seasons  







  • Provide direction and priorities to the Retail Marketing Manager to improve execution quality, simplify complexity, and increase franchisee adoption 





4. Team Leadership & Development 





  • Lead, coach, and develop a team of marketing professionals across retail execution, local marketing, and grand openings  







  • Set clear priorities, workflows, and performance expectations to ensure focus and accountability  







  • Build team capabilities in retail merchandising, franchise marketing, and execution excellence 





5. Performance Measurement & Optimization 





  • Oversee evolution of frameworks for evaluating Selling Season and local marketing performance (sales, traffic, participation, execution quality, etc.)  







  • Translate data and field feedback into actionable insights and continuous improvement  







  • Identify gaps in execution and implement solutions to improve consistency and impact across the system. 





6. Cross-Functional Leadership 





  • Ensure strategic alignment across Brand, Creative, Digital, Operations, Supply Chain, Training, Brains, and Build/Store Development teams to support successful execution of marketing initiatives  







  • Partner with senior leaders across functions to integrate marketing into key business processes, including grand openings and market development  







  • Provide guidance and escalation support to resolve cross-functional challenges and remove barriers to execution  







  • Ensure team is aligned on priorities, timelines, and expectations, while empowering managers to lead day-to-day coordination 





7. Grand Opening Excellence 





  • Ensure grand opening marketing strategies, standards, and playbooks are clearly defined and consistently executed  







  • Partner with Operations, Build and Store Development leadership to embed grand opening marketing into broader launch readiness processes  







  • Monitor performance and identify opportunities to improve early store sales and awareness 





This document represents the major duties, responsibilities, and authorities of this job, and is not intended to be a complete list of all tasks and functions. Other duties may be assigned.  



 



ADDITIONAL RESPONSIBILITIES (IF NECESSARY) 





  • Participate in conferences and annual company meetings  







  • Manage performance and development needs of all direct reports through annual performance planning and regular performance communication.