Senior Manager Field Marketing Activation

Job Summary
The Senior Manager of Field Marketing Activation leads the strategy, development, and execution of multi-channel marketing programs that drive brand awareness, guest engagement, and revenue growth at the local level.  This role bridges brand strategy, creative, media, digital, and field marketing to ensure seamless, insight-driven campaigns that deliver measurable business outcomes.  

This position is responsible for overseeing all local agency partners to ensure seamless collaboration, excellence, and high-quality output across creative, media, digital, PR, free-lancers, and internal partner teams. The role ensures agencies are aligned with brand objectives, delivering on KPI’s, and operating efficiently within scope, budget, and timeline.  The position serves as the strategic bridge between internal stakeholders and external partners to drive brand consistency, innovation, and business growth. 
 
 Duties and Responsibilities (other duties as assigned)

• Build and oversee the integrated field marketing strategy across commercial, digital, social, media, CRM, and promotional channels.

• Align field activation plans with business KPI’s, guest insights, and revenue targets. 

• Serve as the primary point for all local agencies, managing day-to-day relationships and long-term strategic partnerships.

• Evaluate agency performance regularly, ensuring alignment on objectives, budgets, and deliverables. Set up each to report quarterly post buy insights.

• Translate business objectives into agency briefs and ensure clarity, accuracy and strategic cohesion between external agencies and internal partners.

• Partner with internal teams- Commercial brand team, National Media & eCRM team, Operations, Finance, Product, Insights, etc. on strategies to cascade the national promotions down to the local level.

• Oversee scope of work, negotiate contracts, manage budgets, and invoices for accuracy. 

• Effectively drives brand consideration at a local level through the adoption and implementation of national marketing strategies 

• Provide strategic partnership to both internal leaders and external partners.

• Implement tools or systems for tracking performance, reporting, and deliverables. 

• Builds effective working relationships with advertising agencies and key operators to drive engagement and support of brand strategies 

• Hold agencies and franchisees accountable for compliance and delivery of the brand’s strategic plan at the local level.

• Execute local programs that deliver against business goals and support the broader national plan in partnership with the Operations Excellence team.

• Serve as subject matter expert (SME) on regularly scheduled regional calls, providing relevant marketing updates and key field initiatives.

• Facilitate development of commercial pipeline through test market recruitment, engagement, and support.

• Stay informed of market trends and customer preferences to identify innovation opportunities at the regional/local level.