Job Description

At Chick-fil-A Twelve Oaks, our values challenge us to put our guests first, to communicate with clarity, to be responsible for our decisions as we work together and strive for continuous improvement and stewardship. That’s why we are committed to the Restaurant Marketing Role.

Description: Planner & Coordinator, “strategic invitations to experience what we have to offer.”

Vision: “Cultivate Care through Community by Design”

• Cultivate: to acquire or develop
• Care: Engagement + Execution
• Community: a feeling of fellowship with others, as a result of sharing common attitudes, interests and goals
• By Design: Intentional creation

BIG 3

Increase guest engagement via messaging

• Social Media
• Facebook, Instagram and LinkedIn
• In store
• Reader Board
• Community Board
• Event Decor
• P.O.P.
• Chick-fil-A Seasonal Promotions
• Sampling of products

Increase Check Average and Transaction count

• Sampling and Suggestive Selling
• Community Care Nights
• Activate Emotionally Connecting Marketing
• Food
• People
• Influence
• The Cow

Key Ownership

• Marketing goals & Calendar Market Relationships
• Weekly promotions communication
• Management of Marketing assets
• Social media presence & response
• CARES comments and Google reviews

Organizational Imperatives

The factors that define and truly differentiate this position from all other positions; what absolute, unique things should this position fulfill that no other does

The Restaurant Marketing Director is responsible for:

• Activating Emotionally Connective Marketing
• Leverage the Cow
• Leading with real food
• Enriching the lives of guests beyond the transaction
• Engaging team members and guests to be advocates of Chick-fil-A Twelve Oaks

Duties

• Work in conjunction with Sr. Executive Advocate for Sales and Brand Growth to provide the operator with a marketing calendar at the beginning of the month
• We will work together to determine the marketing budget for the month (10% of outside sales, Catering delivery, from the month prior)
• Determine Business of the month
• Surprise & Delight execution
• Sampling calendar & allocation
• We should be sampling items monthly in the dining room and anytime we have new products
• Proactively communicate inventory and scheduling needs to direct report
• Communicate all Chick-fil-A promotions and roll-ins
• Coordinate Special Events (in-restaurant)
• Community Care Nights
• Daddy/Daughter; Mother/Son date night
• Super-hero night
• Breakfast for Dinner
• 80’s night
• Book club
• Bingo
• Senior Chess/Checkers
• Rewards for good report cards
• Book bag giveaway
• Decorate restaurant
• Monthly
• Holidays
• Seasonal
• Make sure the marquis (reader board) is promoting something monthly
• In the event of new product roll in, reader board should always announce and promote new product arrival
• New product advertisement should always be on the west side (facing highway) of the reader board
• Update our Community board to promote us, new products, and our team
• Work with Catering Director
• Create a personalized “Be our guest” for Twelve Oaks for recovering guests
• Create a personalized “Thank you letter” for catering orders over $250 and Community Care nights
• Ensure that every kid that visits Chick-fil-A Twelve Oaks FSU receives a “mini moo”
• Create system to implement and ensure mini moo’s are ordered (within budget)
• Dog treats for the drive thru, with personalized stickers (Chick-fil-A Twelve Oaks)
• Create a Marketing Calendar for the month to be discussed with Operator
• Initiate and track Suggestive Selling Contest
• Partner with HR Department to decorate for Job Fairs
• Attend monthly RMD Zoom call
• Read the monthly marketing newsletter provided by CFA, Inc.
• Reply to CARES comments and Google reviews with 48 hours

Success Factors & Matching Measurements

How will you know if this position has been successful?

We will know if the Marketing Director Role is successful if:

• CEM Scores (to be measured in 30-day and 90-day intervals)
• Attentive and Courteous > 88%
• Monthly improvement of at least 3%
• Have a least one Business of the Month every month (starting in Q4 of 2022)
• I encourage that we start with our local businesses
• Twelve Oaks Mall
• West Oaks Shopping Center
• AMC, etc.
• Have at least 2 surprise and delights every month in accordance with Marketing Budget (starting in Q4 of 2022)
• Grow Social media presence and reach by 5% per month
• Uphold Chick-fil-A guidelines and guardrails
• Utilize Custom Creative for all postings and messaging
• Create Marketing Slack Channel for communication

Behavioral Characteristics

What specific behaviors should a person in this position have in order to achieve both Success and Organizational imperatives?

The Restaurant Marketing Director should:

• Work a minimum of 30 hours per week
• 20 Operationally
• Sampling
• Decorations
• Leader Academy
• Business Blitzes
• Community Care Night in restaurant
• 10 in Design, messaging and SM presence
• Be available to visit schools in our Leader Academy initiative
• Focus on systematically and effectively communicating all Marketing related goals and success factors to team members
• Combine critical thinking, impeccable organization and practical leadership to create a culture of innovation
• Effectively coach and give direction across all 3 day parts
• Align hiring, training, and evaluation practices with the Vision of the restaurant
• Lead with Love
• Enthusiastically and passionately lead the Marketing initiative

In our kitchens, we focus on fresh and simple ingredients. And we always have. Since the beginning, we've served chicken that is whole breast meat, with no added fillers or hormones, and we bread it by hand in our restaurants. Produce is delivered fresh to our kitchens several times a week. Salads are chopped and prepared fresh throughout the day. Whole lemons are freshly squeezed in our restaurants and combined with pure cane sugar and water (yep, that’s all) to make Chick-fil-A Lemonade®. It may not be the easy way, but it's the only way we know.

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