The VP of Creative Strategy, is responsible for translating the marketing initiatives developed by the SVP-Marketing and the VP-Marketing Strategy, into high impact creative content to drive traffic, build brand affinity, and support all consumer-targeted marketing initiatives in the U.S. The role is responsible for the development, production, and flawless in-market execution of all programs, inclusive of but not limited to television, other non-broadcast tv, in-restaurant POP, menu boards and owned digital assets. The role will provide communications leadership in the planning, development and implementation of activities supporting the four Marketing Strategic Pillars: Better Food, Compelling Value, Digital Revolution and Brand Building - to drive meaningful and relevant consumer connections for Subway US. Presenting too and aligning with the Executive Leadership team on all campaign platforms & recommended talent.
This person will consistently demonstrate experience-based insightful, yet understandable creative judgment. Given the complexities of the numerous marketing/advertising channels, this person will lead the thinking of messaging techniques and approaches in various marketing channels. They will become the thought leader on advertising and marketing comms effectiveness in the company.
Importantly, this role will lead and inspire the integrated agency team towards developing a cohesive, holistic 360-degree campaign that is grounded in both business and consumer insights, working collaboratively with channel leads and determining message priorities to ensure the program objectives are achieved. All while stewarding the brand positioning, inclusive of defining the brand voice, channel mix strategies and food photography POV, - to encourage increased purchase and brand engagement.
This role will be responsible for the vision and execution of all broadcast production, talent negotiations, in-restaurant print communications, on-line owned assets, and print menu board strategy for all marketing programs and will have responsibility to ensure consistency across all consumer touch points through the Integrated Agency Team (IAT) process. Starting with a consistent brand voice, tone and approach, all the way through how our food is displayed. The campaign needs to deliver against the program objectives and articulated brand strategies. In addition, this role is responsible for providing thought leadership and oversight to direct reports on all aspects of marketing communication with clarity around big bets and KPIs. Motivating and mentoring direct reports to deliver their personal best with significant emphasis will be on the development of each direct reports’ skill sets, creative judgment, project management, and execution. This person will be judged not only on their personal accomplishment, but also the performance, competence, and results of his/her team.
Finally, the VP of Creative Strategy will lead the agency partnership from SOW development – including FTE assignment, agency review and KPI development – to creative briefing, food photography, and development of brand standards all the way to flawless execution of calendar and brand-building initiatives.
Key responsibilities include:
- Partner with and lead integration between primary agency and cross functional channel leads on the creation and execution of high-quality creative campaigns, that meet the company's strategic objectives and reflect the brand's values and standards
- Oversee the briefing and direction of the creative concepts, campaigns, and assets across various channels and mediums.
- Drive the development and maintenance of the brand's visual identity, in partnership with the lead agency, ensuring consistency and adherence to brand guidelines.
- Collaborate with cross-functional teams to ensure consistency across all customer touchpoints.
- Foster strong cross-functional collaboration to ensure integrated and impactful creative campaigns.
- Develop marketing communications strategies and plans and provide oversight in the evaluation of marketing programs, ensuring that business and marketing objectives are met or exceeded.
- Assist in the writing of data-driven strategic business cases and/or briefing notes for senior leadership
- Work with direct reports to ensure programs executed within allocated budget and that monies are spent to maximize efficie.
- Manage relationship with the agency to get the best outcomes and act as the key contact for all agency related activities.
- Monitor agency performance within contract agreement guidelines and accountable for budget management allocated to marketing communications activities.
- Leverage marketing communication analytics and performance dashboards to evaluate the effectiveness of marketing campaigns and facilitate better planning as well as informed marketing decisions.
- Provide clear communication of plan and approach at key leadership meetings including but not limited to: ELT, FAFl Board meeting & Relevant Field Meeting
- Provide mentorship, guidance, and support to foster creativity, innovation, and professional growth.
Essential Functions:
Business Intelligence /Comms Strategy, Development and Execution
Overall business knowledge and holistic general management approach
Creative Judgment:
Consistently demonstrates insightful and effective judgment when developing marketing materials
Becomes recognized as advertising/marketing comms subject matter expert within Subway
Project Management:
Execute with excellence to deliver strategic choices and drive business results
Team Leader:
Strong verbal and written communicator to wide breadth of audiences including senior management.
People:
Managing 2 direct reports/ 4 in-direct - coaching/performance management, training etc.
Skills and Abilities Required:
- Managing multiple projects with various budget scales
- Ability to handle pressure and tight deadlines
- Sense of urgency, solution and results driven, curious, passion for innovation, well organized
- Deep knowledge of sophisticated marketing communications techniques and tools
- Strong business acumen and presence, strategic thinker with passion for building and developing new marketing capabilities
- Strong people management skills, including the ability to manage challenging situations
- Extensive experience in the management of third party partners such as agencies
- Excellent understanding of marketing, advertising and communications principles including, but not limited to, targeting, messaging, creative development, media, in field activations, public relations, social media and digital
- Demonstrated ability to manage processes involving internal and external stakeholders, including creative and media agencies
- Ability to develop and maintain strong working relationships with all internal stakeholders
- Minimum 7 years of experience
- University Degree Required in Business or Marketing, Advertising or COmmunications
- Experience with direct supervising skills with direct and indirect reports
- Open to travel 20%
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