VP Marketing -Perkins Restaurant & Bakery

DESCRIPTION OF THE POSITION

The Vice President of Marketing’s chief objective is to drive profitable sales, and to that end:

 Lead the department and external agency partners in developing the marketing strategy

and the marketing calendar.

 Oversee all creative development.

 Proactively develop initiatives and platforms that build brand awareness, drive guest

engagement and build sales and traffic, enabling Perkins to achieve its financial goals.

Specifically, the Vice President of Marketing will be responsible for the following:

 Serving as the thought leader and brand ambassador around marketing strategy and market

penetration, specifically in product and menu initiatives that support the company strategy.

 Developing and executing strategic marketing and media plans to achieve corporate sales

and traffic objectives.

 Managing both short and long-term strategies and responding quickly to changes in the

marketplace.

 Demonstrating a clear understanding of Perkins’ brand strengths and ability to maximize

and leverage competitive brand differentiation.

 Ensuring all marketing communications are consistent with Perkins culture, support

business and marketing plan objectives, and are an effective use of resources.

 Creating innovation at Perkins through strategic use of consumer data and insight, in

addition to being keenly aware of emerging restaurant, business, economic, and social

trends.

 Managing outside advertising, promotion and production agency relationships to develop

and execute campaigns and promotions and be responsible for support materials fulfillment

and inventory.

 Analyzing and evaluating results for specific marketing programs and campaigns to support

the development and refinement of future marketing plans.

 Evaluating consumer research and adjusting marketing strategy to meet changing market

and competitive conditions.

 Delivering critical brand measures (awareness, trial, and repeat sales and real sales growth)

and marketing programs to achieve sales goals for both existing and new restaurants.

 Forging strong cross-partner relationships to ensure consistent execution of initiatives while

monitoring results to achieve key business outcomes relating to sales, guest traffic, check

average, margin, etc.

 In collaboration with the cross-functional team, building off-premise sales including online

ordering for take-out and delivery, catering and family meals.

 In collaboration with the Director of Digital Marketing, designing and launching a

rewards/loyalty initiative; developing and achieving benchmarks for the program and

continually analyzing program results for adjustments and refinements.

 In collaboration with the Director of Digital Marketing, developing a social media strategy

and overseeing development and management of creative content.

 In collaboration with the Field Marketing Staff, developing local marketing programs to

support the overall marketing calendar.

 Leading selection process and managing marketing vendors and partners.

 Responsible for leading the Perkins marketing fund budget.

 Developing, managing, leading and mentoring a best-in-class marketing team.

REPORTING RELATIONSHIPS

The Vice President of Marketing will report to Alison Glenn Delaney, Chief Marketing Officer of

Huddle House, Inc. and Perkins LLC. The Vice President of Marketing will help design the

department. Direct reports will be between four to six people, with a dotted line to the

Director of Digital Marketing for both brands, plus oversight of two people that are employed

by the advertising agency but act as DMA specialists; these people are the main contacts with

the franchisees and perform critical roles in carrying the Marketing initiatives to the

franchisees. They work exclusively on the Perkins’ business.

PROFESSIONAL QUALIFICATIONS

The ideal candidate will possess the following:

 Bachelor’s degree in Marketing, Hospitality, Business, Communications or other related

field; advanced certificates and degrees a plus.

 A minimum of 10 years of increasing responsibility and accomplishments in brand

management, marketing, promotion and strategic planning, preferably with a full-service

restaurant or fast-casual brand with a strong culinary presence in digital/social media to

drive brand awareness and loyalty.

 Excellent computer skills in Microsoft Office – (Excel, PowerPoint and Word); an

understanding of Adobe Creative Suite and Google Analytics a plus.

 Ability to work flexible hours outside of the normal Monday-Friday workday of 8am-5pm,

on short notice.

 Ability to commit to overnight travel (both by car and air). While the headquarters is in

Atlanta, Perkins R&D center and test kitchen will remain in Memphis and their ad agency is

based in Nashville.

 Expert understanding of marketing concepts, theories, and practices within the restaurant

category.

 Strong relationship management skills – the ability to provide clear direction and effectively

manage internal cross-functional groups and external agencies and resources.

 Proven track record developing strategic partnerships with agencies and sponsorships.

 Strong service mentality and positive mental attitude.

 Demonstrated positive work ethic, work experience, proficiency and marketing excellence

in a high-growth, rapidly evolving restaurant environment.

 Proven energetic ability to manage with minimal supervision, to handle stressful situations,

as well as multiple tasks/projects and deadline pressures in a positive manner with a sense

of urgency and professionalism.

 Demonstrated both analytical and conceptual marketing skills and a curious nature with an

ability to “think out of the box” that manifests as an intellectual curiosity.

 Ability to inspire the team to learn, grow and contribute.

 Compelling communicator, able to rally the team around shared purpose, and with a

sincere commitment to the success of the team.

 Excellent communication, facilitation, business writing, listening and presentation skills.

 Highly disciplined, attention to detail, organized, action-oriented and results-driven, but

allows for flexibility and adaptability as needed.

 Strong teamwork orientation; understands that the company’s best interests are served

through smooth, seamless service delivery. Highly collaborative across all disciplines.

 Presents a logical and persuasive business case when offering ideas and opinions and

always keeping operational execution in mind.

PERSONAL QUALIFICATIONS

As an integral member of the company, the candidate must exemplify the highest standards of

honesty, integrity and discretion. This individual should be highly confident of their abilities and

be considered a detail-oriented person who can tackle complex assignments. The candidate

should be a consummate team player with excellent interpersonal and communication skills up

and down the organizational chart. They must be a leader, directing a group towards a common

vision and be willing to manage the department with a lean staff. Being creative, while

possessing a healthy sense of humor and engaging demeanor, will complement the candidate’s

professional skills.

COMPENSATION

Total compensation and incentives will be commensurate with experience and will include a

base salary, annual bonus incentive, equity and appropriate executive perquisites.

Relocation and other benefits are included in the compensation package.

CONTACT

Bill Conn

Senior Vice President

HVS Executive Search-Atlanta

Mobile: +1 (404) 431-7941

Email: bconn@hvs.com