Manager, Brand Strategy

WHO WE ARE

We’re not in the wing business. We’re in the flavor business. It’s been our mission to Serve the World Flavor since we first opened in 1994, and we’re just getting started.

1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings.

It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun, and authentic.

We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

The Brand Strategy Manager reports directly to the company's Sr. Director of Brand Strategy and Culture. It is an important Individual Contributor role within the marketing department, supporting a network of 2,200+ restaurants, and helping to lead strategic marketing and culture initiatives that will help grow the business and the brand.

WHAT WE’LL NEED

We’re looking for a consumer-obsessed, culturally connected, and authentic storyteller to help shape the creative and cultural strategy around Wingstop’s marketing campaigns.

The Brand Strategy Manager is responsible for plotting a course for business owners and creatives alike by translating data and insights into clear frameworks, briefs, and actions.

This includes supporting our agency partners, defining, creating, and shaping consumer insights, that lead to strong creative brief development and execution.

Below is an overview of key responsibilities :

Brand positioning and strategy : Publish and maintain Wingstop’s brand equity and marketing comms strategy; continuously seek to understand and articulate what sets Wingstop apart (i.

e. our competitive advantage) for our key stakeholders. Inform the development of brand identify assets, guidelines and tools.

Consumer and Culture Insights : Keep a pulse on the consumer culture and take strategic and intentional action to implement swiftly (i.

e. Wingstop moves at the speed of culture). Synthesize disparate data into insights to power our positioning, brand planning, and refine our consumer target.

Target Definition and Segments : In partnership with Consumer Insights team, provide agencies with a clear and actionable target definition that is integrated across marketing channels to inform creative briefs.

The key to success will be to support the creation of authentic, on-brand marketing strategies and culturally-led insights that drive brand awareness growth for Wingstop.

WHAT YOU’LL NEED

• Experience in guiding and influencing brand strategy, segment / audience strategy, creative development and optimization.
• Knowledge of generating insights and creating frameworks for complex omni-channel Brand campaigns and consumer experiences.
• Excellent communication and interpersonal skills; must be able to collaborate effectively with internal teams and agency partners.
• Ability to create strategic, consumer and data-driven insights and recommendations that are founded on expertise with brand tracking, brand lift studies, syndicated brand data, and primary research.
• Translate consumer insights to marketing action (i.e. creative briefs, shaping of campaign territories, and refinement of agency ideas) for the marketing team and agency partners, through a strong storytelling lens.
• Always on curiosity, and a genuine interest in consumer behaviors and culture that can be actioned on by marketing and agency team members
• Proficiency in writing reports, communicating results, and using research findings to tell a compelling story.
• Experience, knowledge, and accomplishments across a variety of key marketing components :
• Brand Strategy and Positioning
• Culture Creation and Monitoring with a strong bias for action
• Integrated Marketing and Creative Development
• Cross Functional Team and Project Management
• Strong fit in a fast-paced, entrepreneurial, empowered, action-oriented culture
• A valid U.S. driver’s license required
• Bachelor’s degree in marketing or related field
• Advertising agency experience strongly desired, but not required
• 5+ years of experience in brand strategy and / or brand management

WHO YOU ARE

HUMBLE : Embracing humbleness fosters a collaborative and inclusive environment, where individuals prioritize the success of the team over personal recognition, ultimately contributing to a more cohesive and effective workplace.

HUNGRY : There’s a fire in you to keep pursuing excellence. You actively seek out challenges, set ambitious goals, and consistently demonstrate a proactive approach to tasks.

You have a desire to support Wingstop in our goal to become a Top 10 Global Restaurant Brand.

SMART : Not solely based on intellectual prowess, but rather on emotional intelligence and interpersonal skills. A keen understanding of others, communicating effectively and collaborating seamlessly.

SERVICE-MINDED : A selfless and dedicated focus on helping others succeed. Consistently prioritizes the needs of colleagues and the organization, willingly offering support and contributing to the overall well-being of the team.

ENTREPRENEURIAL : Takes initiative, a willingness to take calculated risks, and constantly searching for opportunities to improve processes or contribute to new ideas.

BENEFITS

Flavor Perks :

• 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

Fun is the best flavor

• Lunch provided every Tuesday and Thursday in office
• Work from home Fridays
• Discount on Wingstop gift cards
• Discounted onsite dry cleaning
• Discounted onsite car detailing
• Onsite game room and patio
• Relocation to new Uptown Dallas headquarters in Q4 2024

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.