Regional Marketing Director - Higher Education
Philadelphia , Pennsylvania
February 07, 2017
Overview: About Aramark
Aramark (NYSE: ARMK) is in the customer service business across food, facilities and uniforms, wherever people work, learn, recover, and play. United by a passion to serve, our more than 270,000 employees deliver experiences that enrich and nourish the lives of millions of people in 22 countries around the world every day. Aramark is recognized among the Most Admired Companies by FORTUNE and the World's Most Ethical Companies by the Ethisphere Institute. Learn more at or connect with us on Facebook and Twitter.

Description: About Higher Education:

When it comes to on-campus dining, facilities services, sport arenas and conference center services, Aramark is the real head of the class. Partnering with close to 600 colleges and universities throughout the United States, we strive to provide the best residential, retail, and catering options, service and facilities for students, faculty and administrator. Our programs are second to none in their innovation, excellence and results. As part of our commitment, we are determined to build and develop the best team of professionals in the industry - people who aren't afraid of spearheading change, who know how to lead and who appreciate endless opportunity.

Position Description:

The Regional Marketing Director is responsible for strategic implementation of marketing programs and supervision of a marketing manager team to drive critical business initiatives, including sales growth; market penetration; customer retention; client acquisition and retention; client value creation; and improved margins and market share within a designated region of ARAMARK Higher Education.

Reporting Relationships
Reports directly to the Associate Vice President of Marketing, ARAMARK Higher Education, with matrix accountability to designated Regional Vice President.

Knowledge, Skills and Abilities

Strategy Development, People Management, Process and Project Management, Financial Analysis, Consumer Trend Identification, Oral/Written Communication, Electronic Media Marketing, Negotiation Skills, Presentation Skills, and Computer Skills

Key Responsibilities

Base Business Growth:
•Drives changes that result in profitable incremental business growth for the region.
•Leads regional marketing team to translate national marketing programs and initiatives into regional implementation. Responsible for consistency of program implementation in the region with a strategic focus on priority accounts, defined as accounts with greatest volume, revenue opportunity or risk.
•Collaborates with cross-functional team (Finance, Channel Growth, Operations, Human Resources) to achieve goals.
•Creates an overall marketing plan and rolls up individual client marketing plans for the region. Coordinates account growth plans for client accounts to achieve desired revenue and profit outcomes for ARAMARK and client.
•Surfaces region developed initiatives/best practices for potential national scalable solutions.
•Ensures region developed programs have a solid business case and a positive return on investment.
•Monitors/measures plan results using electronic database; actively manages actions to ensure results achieve plan goals.
•Leads revenue-building initiatives within region: increases market penetration and revenue in multiple channels (Meal Plans/Residential Dining, Retail Food Courts, Convenience Retailing, Coffee/Beverages, Catering, and Consumer Engagement); assures recommended pricing; follows established guidelines for profitability in multiple competitive client markets; manages programs to improve overall Share of Spend for each account.
•Participates in national project development teams (advisory role).
•Leads strategic analysis through ARAMARK Higher Education proprietary master planning processes.

Channel Growth and B2C Marketing:
•Collaborates with Channel Growth & HQ Marketing team on development/activation strategies for priority programs.
•Leads region activation strategy for Channel Growth & Marketing programs, including client opportunity identification, location development pipeline, location pricing strategy, and marketing support for program implementation.
•Ensures Channel Growth and Marketing programs are aligned with account growth plans.
•Measures Channel Growth and Marketing program success through electronic database, analyzes opportunities to improve performance, and implements actions to achieve goals. Provides structured feedback on all programs, including multi-constituent feedback as needed.

•Analyzes, Communicates, and Implements region action plan for overall region DiningStyles and "Your Voice Counts" results; creates action items for region's Marketing Plan and monitors results.
•Monitors consumer retail purchase data, dining membership, client needs, proprietary ARAMARK consumer research, and overall industry and channel marketing trends, and translates findings into actions that drive revenue and market share.
•Communicates trends and keeps the customer (client and student) top of mind in strategies, programs, and implementation.
•Provides relevant client data to Insights team to facilitate implementation and function of all programs.

Team Development:
•Evaluates and develops professional and technical skills of regional marketing team, ensuring that all members both possess strong core competencies and are primed for advanced development.
•Ensures that each region marketing team member is proactively engaged with district operations (District Manager and Front Line Managers) as the marketing expert.
•Interacts on-site with marketing managers and field operations on a regular basis, providing personal guidance and leadership.
•Encourages cross-region and cross-function collaboration.
•Manages individual Performance Management Plan and Career Development Plan for each marketing manager.
•Manages marketing manager succession plan with development milestones and progressive training.
•Creates overall Talent Review for region marketing team. Reports out on talent quarterly with HQ.

New Business and Account Retention:
•Partners with region's Directors of Business Development / Director of Strategic Development and regional operations to provide overall marketing program strategy and coordinates marketing plan for new client and account retention activities.
•Leads region MarketMATCH® and MarketVIEW processes and guides marketing support for Strategic Update Performance Review reports.
•Supports development and execution of sales proposals and presentations.
•Supports marketing programs for opening of new accounts.

•Communicates all ARAMARK national strategies, programs, and processes to the region.
•Manages advocacy programs to engage students, faculty, staff, and community.
•Functions as liaison with ARAMARK Corporate Communications for public relations activity for the region.
•Advocates a proactive balance between client needs and ARAMARK objectives.

•College degree required with masters degree preferred. Minimum of 8 years of progressively responsible marketing experience, with record of measurable success and effective performance.
•Experience managing and cultivating a team of individual performers and managers.
•Experience or demonstrated ability to work effectively in a team-based environment within a matrix organization.
•Experience managing multiple client accounts.
•Strong business and financial acumen.
•Strong communication and influence management skills.
•Higher education, food service, advertising and/or services marketing experience desirable

A little about us:
At Aramark, we believe that each of our employees can play an important role in creating the great experiences that become lasting memories.

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