Senior Manager, Off-Premise Marketing (IHOP)

Based in Pasadena, California, Dine Brands Global, Inc. (NYSE: DIN), through its subsidiaries, franchises restaurants under Applebee's Neighborhood Grill + Bar®, IHOP® and Fuzzy's Taco Shop® brands. With over 3,500 restaurants combined in 18 countries and 354 franchisees as of December 31, 2023, Dine Brands is one of the largest full-service restaurant companies in the world. For more information on Dine Brands, visit the Company's website located at www.dinebrands.com.

IHOP is looking for a driven & innovative Senior Manager, Off-Premise Marketing to make breakfast with us! 🥞

The Role:

A key member of the IHOP restaurant Off-Premise Marketing Team, the Senior Manager, Off-Premise Marketing is responsible for developing marketing and product strategies across IHOP ‘N Go ordering, catering, 3rd party delivery, digital promotions, and virtual brands that will drive sales growth.

This role will manage the off-premise marketing strategy, new product development and menu improvements, testing and system-wide rollouts. This is a fast-paced, high-growth area for IHOP, and the right candidate will be a strategic thinker, innovative, business minded, adept at managing multiple priorities and catalyzes team performance.

Reporting to the Director, Brand Calendar & Product, this role will be responsible for increasing sales of IHOP off-premise programs. The Associate Manager, Off-Premise Marketing will report to this leader.

Responsibilities:

• Leads off-premise marketing projects including, but not limited to, IHOP ‘N Go ordering, catering, 3rd party delivery, digital promotions and virtual brands

Strategy

• Lead off-premise marketing strategies including IHOP ‘N Go ordering, catering, 3rd party delivery, digital promotions and virtual brands in partnership with Brand Calendar Director
• Lead the development and execution of system-wide first-party, third-party and catering initiatives to support franchisee growth
• Own off-premise menu and offer pipeline development
• Plan, develop, test and implement new programs and initiatives
• Evaluate impact of Core menu changes, product cost optimizations, calendar promotions, and all other initiatives on existing off-premise and catering programs and proactively identify recommendations to address potential updates and incremental channel-specific opportunities 
• Continuously evaluate and improve the end-to-end guest experience, coordinating with operations, digital marketing, menu team, IT, and partners to achieve off-premise KPIs
• Liaison with Business Analytics driving thoughtful off-premise promotional and menu analysis and present recommendations to improve sales and profitability of off-premise programs
• Update project performance to leadership, cross-functional team, and franchisees
• Analyze performance and make quality decisions and fact-based recommendations based on approved success criteria - balancing timeliness with data collection and stakeholder input, exercising reasonable consideration of both risk and reward when exploring opportunities
• Review creative and training materials to maintain accuracy/consistency
• Partner with cross-functional team to implement - managing time and resources efficiently; delegating as needed
• Set and drive to deliver clear, realistic project priorities, expectations, milestones, and timelines in partnership with PMO; communicates these to all stakeholders
• Maintain effective cost controls in support of these initiatives and all promotions, specifically with 3rd party partners
• Determine feasibility including strategic/operational fit, uniqueness, market size, ease of communication, motivation, and price value
• Manage brainstorming of new menu items and platforms and develop new product concepts, initial product names and positioning for screening with consumers  
• Proactively seek out information from others outside of immediate team to improve projects
• Develop and gain alignment on success criteria for testing initiatives, such as new menu items, pricing, promotional offers, and platforms
• Set project objectives, positioning, and/or menu role to achieve growth across off-premise sales, traffic and check based on overall marketing strategy
• Serve as primary point of contact and content expert for off-premise marketing
• Responsible for system-wide rollouts
• Perform other responsibilities, as needed
• Partner with operational field team to inform and address questions for consistent system-wide implementation. Collaborate on designing necessary communications, trainings, and  playbooks to ensure smooth activations and scalability.
• Feed into inventory planning for off-premise specific programs in partnership with supply chain team
• Partner with creative marketing and agencies on creative materials to ensure key messages are pulled through
• Develop creative briefs with a clear key message and effectively present to agencies/internal teams
• Oversee the rollout and optimization of off-premise menus, promotions, and new platforms including integrations with partners, operational systems, technology, and franchise and restaurant teams

Leadership

• Lead team of one Associate Off-Premise Marketing Manager and provide coaching
• Lead strategic marketing projects across complex, multi‑stakeholder initiatives, demonstrating clear communication, problem‑solving, and business maturity in high‑visibility environments
  • Develops strong cross-functional relationships and is respected as a leader and subject matter expert internally and externally
  • Able to effectively influence to achieve mutual business success
  • Takes initiative to stay one step ahead of decisions and communication
  • Able to answer questions or seek out information in a timely manner
  • Understands the importance of being nimble and can quickly pivot self and team, if a project is directed differently by leadership
  • Supports positive partnerships with the franchise community and with key vendors/partners
• Business Maturity
  • Looks for opportunities for innovation and process improvements, and demonstrates the confidence to recommend ideas considering risks, benefits, and potential outcomes
  • Demonstrates accountability by identifying, addressing, and elevating issues quickly and effectively
  • Monitors business performance and clearly conveys an understanding of the strengths and weaknesses of the business and/or function and how this might impact their objectives
• Executive Presence
  • Able to present projects with clarity and enthusiasm to the cross-functional team, leadership & franchisees
• Learning Acumen
  • Consistently looks for opportunities to improve
  • Leverages lessons learned; reflects, learns, adjusts, and improves

Skills & Requirements:

• College degree required; MBA preferred
• MBA + 5-6 Years or BBA + 6-8 Years of experience in project management, business analytics, and/or marketing campaign execution
• Experience running direct-to-consumer platforms and programs within a national restaurant chain or delivery service provider strongly preferred
• Exceptional planning and project management skills required; ability to manage multiple projects of complex scope
• Franchise experience preferred
• Experience leading a team of direct reports
• Demonstrable knowledge of tactical planning and analytical evaluation
• Ability to prioritize, problem-solve and respond quickly to changes in direction
• Excellent customer service, ability to establish strong working relationships with internal/external partners, franchisees and lead cross-functional team
• Strong organization and attention to detail
• Strategic thinker with strong negotiation, presentation, and written/verbal communication skills
• Proficient in Microsoft Office
• Target base salary $135k- $150k depending on experience

Equal Employment Opportunity Statement

Dine Brands Global strongly supports equal employment opportunity for all applicants regardless of race, color, religion, sex, gender identity, pregnancy, national origin, ancestry, citizenship, age, marital status, veteran status, physical disability, mental disability, medical condition, sexual orientation, genetic information, or any other status protected by federal, state, or local law. All employment is decided on the basis of qualifications, merit, and business need.

Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act and/or other applicable laws and regulations in other jurisdictions.

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