Local Marketing Manager

This is a fully remote position, open to applicants in California.

📋 Description

• Take charge of and deliver annual marketing plans for both the market and Restaurant levels in the West Region - California, which includes setting objectives, identifying target audiences, devising strategies and tactics, making investment recommendations, establishing performance metrics, and defining roles for execution; reassess priorities every quarter.

• Serve as the market expert by continually updating knowledge on demographics, Restaurant trade areas, traffic influencers, competition, cultural dynamics, community requirements, and other elements that could impact Restaurant performance.

• Leverage insights from sales, transactions, channels, media, consumers, competition, and Restaurant-level data to diagnose business challenges, identify growth opportunities, and convert findings into actionable recommendations.

• Collaborate with Operations leadership and Brand Partners to set market-level goals and integrated action plans aimed at enhancing comparable sales, transactions, frequency, brand relevance, and overall Restaurant performance.

• Allocate resources and marketing investments based on business opportunities, projected impact, operational readiness, and alignment with the broader brand strategy.

• Oversee the regional execution of national campaigns to ensure they are locally relevant, operationally feasible, maintain brand integrity, and are supported by clear communication and implementation tools.

• Create impactful local programs that encompass media, community engagement, cultural moments, partnerships, influencers, catering, promotions, and Local Store Marketing initiatives.

• Work alongside Media and Brand Partners to implement local media support for existing Restaurants and New Restaurant Openings, assess outcomes, and optimize investments to stimulate positive transaction growth.

• Act as a strategic marketing advisor to Brand Partners, directing market strategy, local investment decisions, and long-term growth planning while upholding appropriate decision rights and brand standards.

• Cultivate trusted relationships with Brand Partners and field Operations leaders through business reviews, market visits, planning sessions, and thorough follow-through on agreed actions.

• Function as a brand ambassador and primary marketing liaison for community partners, fostering relationships that keep Wingstop prominent and enhance its relevance within key trade areas.

• Source, assess, negotiate, and manage local partnerships and sponsorships in accordance with approved processes, contractual requirements, brand standards, and anticipated business value.

• Oversee, support, and track all New Restaurant Openings in the West Region - California, covering market-entry strategies, media plans, Local Store Marketing initiatives, Grand Openings, pre-opening awareness, on-site support during openings, and post-opening sustainment.

• Identify underperforming markets and priority Restaurants, then devise focused recovery strategies in collaboration with Operations and Brand Partners; monitor progress and adjust plans as circumstances evolve.

• Collaborate with Operations, Media, Delivery, Consumer Insights, Development, FP&A, Digital, CRM, Brand, Communications, and Restaurant Technology to uphold the strategic vision and drive regional growth.

• Prepare regular communications, business reviews, and presentations for Brand Partners and Operations leadership, including Period and Quarterly Sales Performance, marketing activities, business impacts, key learnings, risks, and suggested actions.

• Lead test-and-learn initiatives, document outcomes, and utilize findings to refine current plans, inform future investment decisions, and scale successful local programs.

• Dedicate significant time in markets and Restaurants to observe execution, grasp Restaurant realities, connect with communities, strengthen partner relationships, and uncover opportunities not evident in reporting alone.

• Advocate for Wingstop brand standards and marketing philosophies while suitably adapting strategies to meet local market needs.

⛳️ Requirements

• A bachelor’s degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and directly relevant experience.

• Exceptional interpersonal and relationship-building abilities, capable of supporting Brand Partners, Operations leaders, and cross-functional teams.

• Five or more years of progressive experience in Marketing, Field Marketing, or a directly relevant field.

• Experience in Quick Service Restaurant marketing; familiarity with restaurant, retail, or Brand Partner-operated systems is preferred.

• A self-motivated mindset with the capacity to excel in a fast-paced, ambiguous environment.

• Strong analytical skills and experience in interpreting business performance, consumer insights, media outcomes, and market-level data.

• Advanced proficiency in Microsoft Excel and PowerPoint, along with experience using Power BI or similar reporting and data visualization tools.

• Excellent presentation, facilitation, negotiation, and written communication skills.

• Experience in planning and negotiating sponsorships, including agreements, activation, relationship management, and impact assessment.

• Willingness to travel up to 60% within the West Region - California, including overnight travel, as dictated by business requirements.

• Availability to work occasional nonstandard hours, including nights and weekends, to support openings, events, activations, and urgent Restaurant needs.

• Regular use of a computer and other technology is essential for completing everyday responsibilities while working remotely, in an office, in Restaurants, or on the move.

• Capability to operate in fast-paced Restaurant and kitchen environments and perform necessary on-site activities that may involve extended periods of walking, standing, lifting, and bending, with reasonable accommodations where applicable.

• Ability to work indoors and outdoors in varying temperatures and around food products, common allergens, industrial equipment, and commercial cleaning products, using required personal protective equipment where applicable.

• Must reside within, or be willing to relocate to, the assigned West Region - California market.

🏝️ Benefits

• Unlimited paid time off for exempt employees.

• One paid volunteer day of your choice.

• Competitive bonus structure for eligible roles.

• Team member stock purchase plan.

• Health savings or flexible spending account options.

• 401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation).

• Comprehensive medical, dental, and vision benefits.

• Basic life and AD&D insurance provided.

• Pet insurance.

• Education Assistance.

• Wellness reimbursement program.

• Paid maternity and paternity leave.

• Lunch provided every Tuesday and Thursday in the office.

• Discount on Wingstop gift cards.

• Onsite game room.