Area Marketing Manager

Shell is a leading energy company in the US, and they are seeking an Area Marketing Manager to develop and deploy local marketing programs for Jiffy Lube franchisees. This role involves guiding franchisees in executing integrated marketing plans to drive business growth and improve brand loyalty.

Responsibilities:

• Partners with each franchisee to develop and execute local marketing plans across the individual markets to build the Jiffy Lube brand and reach target customers to drive the business forward – plans are fully integrated inclusive of media (TV, digital and social), PR, reputation management, promotions and cause marketing
• Responsible for creative content reviews to ensure consistency and relevancy of the national advertising in the local markets
• Leads annual marketing planning with the franchisees alongside their agency partners to amplify the national plan in the key markets
• Tracks and measures marketing effectiveness through marketing mix tools to evaluate the return on investment of the different programs
• Lead deployment and implementation of all marketing programs to the network, including innovation, digital and technology programs developed to enhance the customer experience
• Responsible for full adoption and execution of Lubricants marketing plans and promotions among Key Accounts
• Manages compliance of marketing programs in the field through audits and consistent engagement with each franchisee
• Interacts directly with the Operations team, accountable for the site level economics
• Responsible for network development as franchisees grow and new franchisees come into the system, including grand openings, recruitment of customers and brand development
• Lead and participate in franchisee business reviews and Co-op meetings
• Also acts as the subject matter experts for 1-2 internal tools utilized by the team & may also act as project lead for additional internal projects

Requirements:

• Must have legal authorization to work in the US on a full-time basis for anyone other than the current employer
• Bachelor's degree required
• Minimum of 7 years of experience, with franchisee or direct customer experience preferred
• Previous experience working in marketing for a franchise brand is strongly preferred (Client or Agency)
• Background in agency management, media planning, or digital marketing preferred
• Foundational understanding of digital marketing and technology
• Superior communication skills and stakeholder management
• Strong negotiation and influencing skills
• Strong financial and commercial acumen to effectively analyze data to inform business decisions
• Appreciation for the end consumer, with a passion for understanding their behaviors and consumption patterns
• An opportunity seeker who is both willing and able to think creatively and entrepreneurially
• Problem solver who challenges the status quo and seeks opportunities for process improvement
• Desire to develop and foster solid business relationships with colleagues, stakeholders, and partners, including franchisees and agencies