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
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
Managing outside advertising, promotion and production agency relationships to develop
and execute campaigns and promotions and be responsible for support materials fulfillment
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.
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.
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
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.
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
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.
Senior Vice President
HVS Executive Search-Atlanta
Mobile: +1 (404) 431-7941