Brand Marketing Manager (Co-Brands)

The Brand Marketing Manager, Co-Brands, drives marketing strategy and execution for our co-brand locations, where two or more of our brands (combinations of Auntie Anne’s, Cinnabon, Jamba and Carvel) operate under one roof. Reporting to the Sr. Director, Brand Marketing, this individual contributor role builds the standards, assets and programs that communicate a clear value proposition to guests, grow traffic, sales and check, and deliver a strong return to franchisees.

The Manager partners with Brand, Creative, Menu Innovation, Digital, Operations, and Field Marketing teams to deploy co-brand marketing improvements on a national and local scale. This is a hands-on role that combines strategy and execution across campaign planning, POP, menu boards, digital, off-premise, and new store openings.

### Essential Functions

* **Co-Brand Strategy & Brand Fundamentals**
+ Support the Sr. Director in developing co-brand strategy and a customer value proposition that delivers an integrated guest experience across all brand combinations.
+ Support positioning, visual identity, research projects and go-to-market for all co-brand locations.
+ Contribute brand, consumer and performance insights to recommendations on positioning, pricing, value and portfolio strategy, including participating in competitive pricing reviews.
+ Support annual and long-term marketing planning for the co-brand business.
* **Promotional Calendar, Creative & Go-To-Market**
+ Own the development and execution of menu boards and POP for co-brand locations.
+ Manage multiple iterations of menu creative for each brand combination and store format, working closely with Brand teams and franchisees to align on menu offerings.
+ Brief creative teams and review materials for brand alignment, product accuracy, pricing and legal requirements.
+ Manage production, budgets, pack-out schedules and on-time deployment of marketing materials, and coordinate product and in-location shoots from planning through final asset delivery.
+ Partner with Operations to develop clear franchisee communications on campaign timing, materials and execution requirements.
+ Own and drive integrated co-brand marketing calendar, including LTOs, seasonal promotions, cultural moments and loyalty brand days, in partnership with brand marketing leaders.
+ Translate national campaigns into co-brand opportunities, partnering with Integrated Marketing Communications (IMC) and growth teams (social, PR, digital, paid media, loyalty) so co-brand locations are reflected in campaign plans.
+ Assist with post-launch performance tracking and share learnings.
* **Digital & Off-Premise Experience**
+ Partner with Digital, IT and Operations to launch and integrate co-brand technology and platforms (online ordering, loyalty, delivery, web, CRM) so they work seamlessly in co-brand locations.
+ Support enhancement of the digital guest experience across owned channels, including the different brand apps, loyalty programs, websites, and emails, and contribute to the owned digital marketing calendar.
+ Support third-party delivery promotions and offers, reviewing results and identifying opportunities to improve effectiveness.
* **Field & Local Store Marketing**
+ Standardize the new location opening process with a playbook that drives traffic and a strong return to franchisees, partnering with third-party vendors to activate locally.
+ Partner with the Field Marketing Manager and franchisees on local store marketing execution, including local toolkits and optimizing local marketing spend.
+ Monitor local execution and identify opportunities to improve program effectiveness at the local level.
+ Manage cobrand NSO kits, varying by combination, to ensure POP is optimized for opening.
* **Business Performance & Insights**
+ Track sales, traffic, average check and profitability for co-brand locations, compared with single-brand locations, to identify trends, performance gaps and growth opportunities.
+ Support the Sr. Director in partnering with Finance and Analytics to design test-and-learn programs with clear success criteria and lead post-program analysis to apply learnings to future programs.
+ Monitor competitor pricing, promotions and market trends and translate findings into actionable recommendations.
+ Prepare clear, compelling presentations on marketing progress and impact for internal leadership, business reviews, franchisees and external parties.
* **Project & Relationship Management**
+ Manage assigned projects to completion using proven project management techniques, including cross-functional partnering and periodic status reporting.
+ Build effective relationships with Brand teams to earn the trust needed to make decisions on behalf of each brand when activated in a co-brand location.
+ Maintain consistent communication with brands, cross-functional teams and franchisees

### Job Summary

The Brand Marketing Manager, Co-Brands, drives marketing strategy and execution for our co-brand locations, where two or more of our brands (combinations of Auntie Anne’s, Cinnabon, Jamba and Carvel) operate under one roof. Reporting to the Sr. Director, Brand Marketing, this individual contributor role builds the standards, assets and programs that communicate a clear value proposition to guests, grow traffic, sales and check, and deliver a strong return to franchisees.

The Manager partners with Brand, Creative, Menu Innovation, Digital, Operations, and Field Marketing teams to deploy co-brand marketing improvements on a national and local scale. This is a hands-on role that combines strategy and execution across campaign planning, POP, menu boards, digital, off-premise, and new store openings.

### Education

* Bachelor's Degree in Marketing, Advertising, Business, Communications, or related field required. Equivalent work experience will also be considered.
* MBA preferred.

### Work Experience

* 4+ years of relevant experience in marketing, brand management, agency strategy, agency account management or consulting.
* Experience analyzing business performance, consumer insights and marketplace trends, and turning findings into actionable recommendations.
* Experience developing and executing integrated marketing programs in partnership with creative, media or agency teams.
* Experience managing print, POP or creative production, including vendors, timelines and budgets.
* Experience managing an LTO or promotional calendar.
* Proven ability to lead cross-functional initiatives and manage multiple projects, timelines and priorities at once.
* Experience building polished, leadership-ready presentations that turn complex information into clear, compelling stories for executive and franchisee audiences.
* Experience in restaurant, retail, CPG or another consumer-facing business preferred; multi-unit franchise, treat/snack category experience a plus.

### Skills & Abilities

* **Required**
+ Strong analytical thinking and problem-solving skills.
+ Business and financial acumen.
+ Strong communication and presentation skills.
+ Ability to influence and build alignment across functions and levels without direct authority.
+ Strong organizational skills, with the ability to keep many deadlines on track in a fast-paced environment.
+ Sound judgment with the ability to balance brand, consumer and business needs.
* **Preferred**
+ Strategic planning exposure
+ Knowledge of franchise business models and unit economics
+ Strong cultural radar, with the ability to spot emerging trends
+ Experience leading brand collaborations or licensed partnerships activation

### Travel Requirements

* May be required to travel up to 25% of the time