Brand Experience Manager - Buffalo Wild Wings

The Manager, Brand Experience & Growth Platforms is responsible for developing and executing growth-driving brand initiatives across Buffalo Wild Wings GO core focus to drive off-premise business for total brand. This role leads the strategic planning, activation, and optimization of key traffic-driving platforms including value architecture, daypart programs, digital merchandising, catering, marketplace initiatives, and menu innovation.This individual serves as the connective tissue between Brand, Operations, Analytics, Technology, Customer Marketing, and Franchise teams to ensure ideas are translated into scalable programs that drive guest acquisition, frequency, and profitability.Key ResponsibilitiesGrowth Platform DevelopmentOwn the development and execution of key GO growth platforms. Build annual roadmaps for: Lunch Late Night Bundles & Value Catering New Occasion Development Identify new traffic-driving opportunities informed by consumer insights and competitive trends. Lead test-and-learn pilots with clear success criteria and scaling recommendations. Menu & Value StrategySupport development of menu innovation platforms. Partner with Culinary and Finance to evaluate performance, profitability, and guest demand. Develop value architecture that balances: Trial Frequency Check growth Margin protection Manage promotional offers, bundles, and limited-time programs. Off-Premise & Digital ExperienceOwn the guest experience across: Marketplace platforms Digital ordering channels Catering channels Partner with UX and Product teams to enhance: Merchandising Conversion Discoverability Attachment opportunities Establish merchandising standards and digital best practices. Marketing Calendar & Program ActivationDevelop and execute integrated programs tied to sports, cultural moments, and key business priorities. Coordinate cross-functional launch planning. Lead briefing and execution processes across: Brand Experience Analytics Operations Customer Marketing Technology Franchise teams Analytics & Performance ManagementEstablish KPIs for all programs. Partner with Data & Analytics to: Evaluate results Identify learnings Recommend optimization opportunities Develop executive-ready performance recaps and business cases. Franchisee Growth SupportPartner with Field Marketing and Franchise Operations teams to ensure successful execution. Create scalable playbooks, launch materials, and communication plans. Gather franchisee feedback and translate insights into future program improvements. QualificationsRequiredBachelor's degree in Marketing, Business, Communications, or related field. 4–7 years of experience in: Brand Marketing Category Management Consumer Marketing Digital Commerce Restaurant Marketing Strong project management and cross-functional leadership capabilities. Experience analyzing performance data and generating actionable recommendations. Exceptional communication and presentation skills. PreferredRestaurant, QSR, retail, or consumer-packaged goods experience. Experience managing value programs or promotional calendars. Familiarity with: Power BI Digital Merchandising Marketplace Ecosystems Consumer Insights Rationale for why this Associate Manager role should be elevated to ManagerPreviously, the role was largely an execution and coordination role heavily focused on program management and activation.For where GO is headed under your roadmap, we must evolve this role within the team to feel ownership of Traffic Platforms , not just execution.Current Associate Manager FocusExecute campaigns Coordinate stakeholders Support launches Track KPIs Manage communications Elevated Manager FocusOwn business results Build annual growth roadmap Lead innovation pipeline Prioritize investment opportunities Develop business cases Guide cross-functional teams to outcomes Strategic Ownership AreasInstead of owning projects, the manager owns outcomes.1. Daypart GrowthResponsible for:Lunch platform Late-night platform Future snack/afternoon platforms Success measures:Traffic growth Daypart mix Guest acquisition 2. Value ArchitectureResponsible for:Fighter Bundles Everyday value Entry price strategy Bundle innovation Success measures:BHT scores Check growth Incremental transactions 3. Catering GrowthResponsible for:ezCater First-party catering Occasion development Success measures:Sales growth New customer acquisition Repeat behavior 4. Digital ConversionResponsible for:Marketplace merchandising App/web merchandising partnership Conversion optimization Success measures:Conversion rate Attach rate Incremental sales Inspire is a multi-brand restaurant company whose portfolio includes more than 33,300 Arby's, Baskin-Robbins, Buffalo Wild Wings, Dunkin', Jimmy John's, and SONIC restaurants worldwide. We're made up of some of the world's most iconic restaurant brands, but we're much more than just a restaurant company. We're a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it's an experience. At Inspire, that's our purpose: to ignite and nourish flavorful experiences.