Paid Media Manager

MARKETING MISSION

We ensure our current and prospective Guests are exposed to Red Robin at the right time, right place, and with the right message consistently across all channels and in our local communities. We involve our Guests in conversation to drive engagement, connection, brand loyalty, and, ultimately, drive traffic. We model adaptability as we work together to partner cross-functionally and have Bottomless fun while doing it.

SUMMARY

The Paid Media Manager reports to the VP of Marketing and Brand Development and leads media strategy and execution for all corporate and participating franchise locations. This person will be responsible for developing, deploying, optimizing and measuring the impact of various paid media strategies, with heavy emphasis on digital media channels, to drive profitable sales, traffic, trial and awareness of the new-and-improved Red Robin experience. This person will work with the cross-functional marketing team and agency partners to develop media plans designed to meet our core objectives making best, strategic use of our budgets; provide guidance regarding creative assets; and monitor and interpret results, working closely with our financial planning & analysis team to assess impact relative to sales and traffic goals. Successful candidates will have strong strategy development, execution and analytical skills; a proven track-record using digital and traditional media tactics to drive traffic and sales; plus experience effectively managing, or working within, a media buying agency. The leader in this position will need to possess strong cross-functional skills, the ability to stay organized and track complex paid media budgets, while having a key seat at the table influencing creative asset development for effective media use.

In addition to the primary aspects of the role, this person will also serve as our marketing budget lead, liaising between our accounting team and marketing peers to ensure invoice submission, forecasts and accruals are entered on time, and working closely with our Marketing Leadership Team to regularly reconcile and review budgets.

**This position is hybrid remote, with occasional travel within the field and to the Restaurant Support Center in Englewood, CO as needed.

LOCATION

Denver, CO Hybrid or Remote

RESPONSIBILITIES

Digital Media

• Provide strategic recommendations to Brand Marketing, Finance, Franchise leadership and external agencies, customizing messages for each audience and seeking perspectives prior to delivering recommendations, to ensure clarity and alignment.
• Manage planning, performance and execution for paid digital and traditional media efforts including, but not limited to SEM, social, CTV, OTT, digital video, display, broadcast, radio, podcast and the occassional print/out-of-home execution – to meet Red Robin key sales, traffic and awareness objectives
• Build and manage the execution of the digital marketing calendar alongside the national brand and promotional calendar to drive business goals, while modeling positivity and flexibility and helping others adapt to changing priorities.
• Frequently analyze data, channel mix and messaging and provide reporting to key leaders to demonstrate ROI and KPIs and inform optimizations, partner with outside media agency, financial planning & analysis and guest insights teams
• Brief and manage media agency partners and vendors while holding the team accountable for urgency in resolving needs, ensuring timely communication and alignment with hospitality excellence.
• Inform cross-functional campaign plans and creative reviews with paid media objectives in mind
• Ensure messaging and content are effective and cohesive across channels, leaning into each platform’s unique purpose and strengths. Posess a test and learn approach
• Continually research and identify new digital trends and technologies, leading process improvement initiatives and championing innovation within the team as a subject matter expert.
• Regularly track and manage complex paid media budgets and invoicing, anticipating problems, removing roadblocks, and enabling the team to develop more cost-effective ways to do things.
• Serve as marketing team overall budget lead with accounting team, developing a communication process to ensure invoice, forecast and accruals are entered on time across the team and working closely with the Marketing Leadership Team to reconcile budgets on a monthly basis

SKILLS & QUALIFICATIONS

• 5+ years’ experience in paid media strategy, buying and measurement required, with an extensive understanding of the various digital (search, social, video/CTV, display, etc.), linear and offline media channels, the key nuances and benefits of each that comprise a holistic media mix strategy, plus audience targeting, testing and reporting acumen required.
• College degree or equivalent work experience required
• Knowledge and experience implementing media buys across a range of channels, including Google, Meta, programmatic buying platforms as well as direct buys – with a keen understanding and use of data to inform decision making
• The confidence and ability to brief, manage and scrutinize recommendations/results from media agency partners and platforms as well as work collaboratively with financial planning & analysis to review and report on results to internal stakeholders and franchisees
• Prior restaurant/hospitality/consumer brand experience strongly preferred; prior experience working in a franchise environment also helpful
• Strong critical thinking and technical acumen; willingness and zeal to work in a “hands-on” manner with complex technical challenges
• Must be able to see the big picture but deliver on details
• Use data to make decisions. Have a scrappy, quick method for collecting data and make decisions with imperfect information
• Work with urgency and curiosity to test and optimize media plans, audiences, messaging and creative to unlock peak media performance relative to budget
• Demonstrated ability to articulate a vision and generate necessary consensus behind business plans; results-driven and comfortable providing recommendations and driving change
• Ability to effectively multi-task and manage competing priorities and initiatives across internal & external stakeholders with minimal supervision
• Ability to analyze and build plans
• Excellent interpersonal and communication skills including writing, editing and presentation skills
• Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook, etc.)
• Able to attend meetings at the Restaurant Support Center and to travel to restaurants as needed

BENEFITS

• Quarterly and annual bonus opportunities
• Paid time off and holidays
• Health, vision, dental, life insurance plans, and discounts
• 401(k) savings plan plus a company match with immediate vesting
• Eligible to participate in the employee stock purchase plan after 1 year of continuous employment
• Discounts on Red Robin food

Red Robin is an Equal Opportunity & E-Verify Employer