Location: Atlanta, GA Department: Marketing Reports To: VP of Marketing Type: Full-Time
At Perkins, we believe that great food brings people together. We are a dynamic, growing restaurant company known for our commitment to exceptional dining experiences, innovative menus, and genuine hospitality. We’re looking for a strategic, creative, and passionate Director, Marketing - Menu & Brand Management to help elevate our brand and drive our next stage of growth.
Position Overview
As the Director, Marketing - Menu & Brand Management, you will lead the development and execution of brand strategies to strengthen Perkins’s market position and build brand equity. This role will own the strategic development and execution of the menu innovation process and the promotional calendar, working hand in hand with marketing, culinary, finance, operations, and external partners to create compelling campaigns and initiatives that drive customer loyalty, traffic, and revenue. You will be responsible for leading the pipeline from insight to in-restaurant execution, ensuring every new menu launch, LTO, and brand initiative delivers on guest expectations and business goals.
Key Responsibilities
· Brand Strategy and Development: Lead the ongoing evolution of brand positioning, messaging, and visual identity across all consumer and internal touchpoints to ensure consistency and relevance.
· Menu and Product Pipeline Management: Own the planning, development, and execution of the menu calendar, including new product launches, limited-time offers (LTOs), seasonal promotions, and menu enhancements.
· Integrated Campaign Management: Conceptualize, develop, and execute multi-channel marketing campaigns (digital, social, in-store, print) to drive brand awareness, guest engagement, and sales growth.
· Go-to-Market Strategy: Create and execute go-to-market plans for new menu items and brand initiatives, encompassing positioning, messaging, pricing strategies, and promotional support.
· Innovation and Trend Leadership: Identify and leverage consumer trends, competitive insights, and culinary innovation to build a dynamic product pipeline aligned with brand strategy and guest preferences.
· Guest Insights and Research: Lead guest research initiatives, analyze feedback, and translate insights into actionable recommendations for product and brand strategy refinement.
· Calendar Ownership: Manage the annual marketing and menu calendar to deliver a strategic balance between core business initiatives and innovation priorities.
· Performance Measurement and Optimization: Analyze product and campaign performance metrics, providing data-driven insights and recommendations to optimize future initiatives.
· Creative Development Oversight: Guide the creative process from concept through execution, ensuring brand standards are upheld and creative output drives engagement.
· Cross-Functional Collaboration: Partner closely with Operations, Culinary, and external agencies to ensure a cohesive and integrated brand experience across all channels.
· Budget and Resource Management: Support the management of brand marketing budgets, ensuring effective allocation of resources with a focus on ROI and brand impact.
Qualifications
· Bachelor’s degree in marketing, Business, Communications, or related field; MBA preferred.
· 6–8 years of progressive experience in brand management, innovation, or product marketing — ideally within restaurant, hospitality, or CPG industries.
· Experience managing a product development or promotional calendar in a multi-unit environment.
· Highly creative with a strategic mindset and data-driven approach; ability to think big and execute flawlessly.
· Strong leadership, project management, and organizational skills.
· Excellent communication, presentation, interpersonal skills, and storytelling skills
· Experience working with creative agencies, media partners, franchisees, and cross-functional teams in a fast-paced, dynamic environment.
· Passion for the restaurant industry and a strong understanding of customer experience principles.
· Familiarity with culinary trends, family dining behaviors, and operational realities.
Flexible work from home options available.