Senior Manager, Local Store Marketing (LSM) - (IHOP)
Core
Developing, governing, and scaling local marketing strategy across local markets for IHOP, Applebee's, and Fuzzy's Taco Shop franchisees and co-ops.
Role type
Senior Manager, Local Store Marketing (Strategic bridge between national brand initiatives and localized execution)
Builds
Scalable local marketing playbooks, toolkits, and operational processes for franchisees
Domain
Full-service restaurant industry (IHOP, Applebee's, Fuzzy's Taco Shop) + Local Store Marketing
Deliverable
product features
Required skills
Strategic thinking, operational rigor, franchisee-first mindset, simplifying complex systems, influencing without authority, agency management, project/program management, understanding restaurant P&L drivers, building productized marketing offerings
Preferred skills
Franchise experience, familiarity with local media channels (paid social, search, OOH, CTV/radio, community partnerships)
Technologies
LSM portal, local media platforms
Responsibilities
Develop and evolve the global LSM framework aligned to national brand strategy; Lead through influence as a strategic advisor to franchisees and regional teams; Serve as primary point of contact for LSM agencies and oversee local creative/media execution; Own and evolve the LSM portal and streamline workflows; Track LSM performance and share insights across markets; Collaborate with Product Calendar, Creative, Media, Operations, and Field teams
Seniority
Senior Manager, strategic leadership with operational execution