VP, Integrated Marketing (Applebee's)

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.

Job Location Type

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Reporting into the CMO of Applebee's, this leader is responsible for developing and unifying the brand message across all communication channels to ensure a cohesive guest journey. This leader thrives when combining creativity with data-driven executions in fast-paced environments. Unlike specialized marketing roles, the VP, Integrated Marketing is a commercially driven marketing leader, driving sales overnight while building brand over time.

As VP, Integrated Marketing, you will oversee brand, advertising, national media, marketing & promotional calendar, omni-channel marketing and loyalty – ensuring cohesive, high-performing marketing executions that deliver measurable business results. You will leverage insights and data to develop high impact emotional storytelling that is executed flawlessly across all communication channels. You will also collaborate with operations and franchisee partners to elevate in-restaurant marketing and guest experience. You are highly influential as you are the “connective tissue” across internal and external teams, including menu innovation, insights & analytics, operations, finance and agency partners.

Key Responsibilities

• Strategy & Planning: Oversee and develop integrated marketing plans that deliver brand promise, resonate with consumers and deliver business objectives
• Brand Stewardship: Build visual and narrative consistency across all consumer touchpoints, ensuring the brand identity is protected and amplified
• Omni-channel Strategy: Develop and execute 360-degree marketing plans that align brand storytelling across paid, earned, and owned media
• Campaign Execution: Lead and develop high impact advertising and omni-channel marketing campaigns (in-restaurant, digital, social, content, off-premise & loyalty) to generate demand, trial, engagement and advocacy
• Digital Acceleration: Transform digital platforms into a seamless, user-friendly ecosystem that boosts guest engagement, active loyalty program participation and revenue growth
• Performance Optimization: Use data and analytics to track campaign effectiveness, measure ROI, and refine tactics for maximum guest acquisition and retention
• Team Management: Build and mentor high-performing, multi-disciplinary teams across key marketing disciplines; Recruit, mentor, and manage a team of marketers, fostering a data-driven, high-performance culture.
• Cross-Functional Leadership: Partner with internal and external teams to flawlessly execute aligned priorities and solve real-time problems that arise; Serve as liaison to the franchisee community by hosting quarterly franchisee marketing committees and leading discussions around key topics, such as business performance, lessons learned, upcoming campaigns and deep dives into new business opportunities
• Budget, Performance & Vendor Management: Oversee substantial marketing budgets, establish KPIs, track performance, analyze ROI and present results to leadership and franchisee committees, optimizing for efficiencies; Manage relationships with external agencies and third-party vendors

Key Skills & Qualifications:

• Experience: A brand-led business driver with 15+ years of progressive marketing experience, with at least 8-10 years in senior leadership roles. Preferably prior experience in the food & beverage, restaurant and/or hospitality industry
• Commerciality: Proven track record of delivering strong commercial results and brand growth through strategic brand management and full P&L accountability; Strong financial and analytical acumen with the ability to connect data to decisions 
• Brand Builder: Expert in brand strategy and architecture, positioning, engagement and consumer lifecycle strategy 
• Digital Fluency: Deep understanding of the digital space and ability to partner with IT and vendors to develop tools and data platforms to deliver brand, guest engagement and revenue across off-premise (to-go, delivery, catering) and loyalty
• Communication: Strong presentation, negotiation, and stakeholder management skills
• Leadership: Inspirational team leader and people developer, with experience managing high-performing marketing teams 
• Base salary target 240-275k 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.

Dine Brands reviews criminal history in connection with a conditional offer of employment. The following is a list of all material job duties which Dine Brands reasonably believes that criminal history may have a direct, adverse, and negative relationship, potentially resulting in the withdrawal of a conditional offer of employment: conduct necessary due diligence on business opportunities and transactions; analyze and handle confidential, proprietary, trade secret and non-public financial information belonging to the company and third parties.

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