Local Marketing Manager West - California at Wingstop Restaurants

Job description

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. WHAT WE’LL NEED As the Field Marketing Manager for the West Region - California, you are the regional marketing strategist and subject-matter expert responsible for translating enterprise priorities, market dynamics, and Restaurant-level opportunities into focused plans that build brand awareness, increase customer engagement, and drive sales and transaction growth. You will work at the intersection of Marketing, Operations, Restaurants, Brand Partners, and local communities. You are accountable for both the quality of the strategy and the effectiveness of its in-market execution, helping transform local marketing into a market-facing growth engine with measurable business impact. • Own and deliver annual market and Restaurant-level marketing plans for the West Region - California, including objectives, audiences, strategies, tactics, investment recommendations, performance measures, and clear roles for execution; re-evaluate priorities quarterly. • Act as the market expert by maintaining a current understanding of demographics, Restaurant trade areas, traffic drivers, competition, cultural dynamics, community needs, and other factors that may affect Restaurant performance. • Use sales, transactions, channel, media, consumer, competitive, and Restaurant-level insights to diagnose business challenges, identify growth opportunities, and translate findings into actionable recommendations. • Partner with Operations leadership and Brand Partners to establish market-level goals and integrated action plans that improve comparable sales, transactions, frequency, brand relevance, and Restaurant performance. • Prioritize resources and marketing investments based on business opportunity, expected impact, operational readiness, and alignment with the broader brand strategy. • Lead regional execution of national campaigns, ensuring plans are locally relevant, operationally achievable, on brand, and supported by clear communication and implementation tools. • Develop high-impact local programs that may include media, community engagement, cultural moments, partnerships, influencers, catering, promotions, and Local Store Marketing initiatives. • Collaborate with Media and Brand Partners to implement local media support for existing Restaurants and New Restaurant Openings, evaluate results, and optimize investment to drive positive transaction growth. • Serve as a strategic marketing advisor to Brand Partners, guiding market strategy, local investment decisions, and long-term growth planning while maintaining appropriate decision rights and brand standards. • Build trusted relationships with Brand Partners and field Operations leaders through business reviews, market visits, planning sessions, and clear follow-through on agreed actions. • Serve as a brand ambassador and primary marketing contact for community partners, building relationships that keep Wingstop top of mind and strengthen relevance within priority trade areas. • Source, evaluate, negotiate, and manage local partnerships and sponsorships in accordance with approved processes, contractual requirements, brand standards, and expected business value. • Manage, support, and track all New Restaurant Openings in West Region - California, including market-entry strategy, media plans, Local Store Marketing initiatives, Grand Openings, pre-opening awareness, on-site opening support, and post-opening sustainment. • Identify underperforming markets and priority Restaurants, then develop focused recovery strategies with Operations and Brand Partners; monitor progress and adjust plans as conditions change. • Collaborate with Operations, Media, Delivery, Consumer Insights, Development, FP&A, Digital, CRM, Brand, Communications, and Restaurant Technology to support the strategic vision and drive regional growth. • Prepare regular communications, business reviews, and presentations for Brand Partners and Operations leadership, including Period and Quarterly Sales Performance, marketing activity, business impact, key learnings, risks, and recommended actions. • Lead test-and-learn initiatives, document outcomes, and use findings to optimize current plans, inform future investment decisions, and scale successful local programs. • Spend meaningful time in markets and Restaurants to observe execution, understand Restaurant realities, connect with communities, strengthen partner relationships, and uncover opportunities not visible in reporting alone. • Champion Wingstop brand standards and marketing philosophies while adapting strategy appropriately to local market needs. WHAT YOU’LL NEED • A bachelor’s degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and directly relevant experience • Strong interpersonal and relationship-building skills, with the ability to support Brand Partners, Operations leaders, and cross-functional teams • Five or more years of progressive experience in Marketing, Field Marketing, or a directly relevant field • Quick Service Restaurant marketing experience; restaurant, retail, or Brand Partner-operated system experience is preferred • A self-starter mindset and the ability to thrive in a fast-paced, ambiguous environment • Strong analytical skills and experience interpreting business performance, consumer insights, media results, and market-level data • Advanced proficiency with Microsoft Excel and PowerPoint and experience with Power BI or comparable reporting and data-visualization tools • Strong presentation, facilitation, negotiation, and written communication skills • Experience planning and negotiating sponsorships, including agreements, activation, relationship management, and impact assessment So, what does ‘all in a day’s work’ look like to a Wing Expert in this role? Your day could shape up somewhat like this: • Ability to travel up to 60% within the West Region - California, including overnight travel, based on business needs. • Ability to work occasional nonstandard hours, including nights and weekends, in support of openings, events, activations, and urgent Restaurant needs. • Frequent use of a computer and other technology is essential to completing everyday responsibilities while working remotely, in an office, in Restaurants, or on the go. • Frequent use of mental energy while gathering, documenting, analyzing, and communicating information with Brand Partners, cross-functional colleagues, vendors, and the extended Wingstop team. • Ability to work in fast-paced Restaurant and kitchen environments and perform necessary on-site activities that may include extended periods of walking, standing, lifting, and bending, with reasonable accommodation where applicable. • Ability to work indoors and outdoors in varied temperatures and around food products, common allergens, industrial equipment, and commercial cleaning products, using required personal protective equipment where applicable. • Must reside within, or be willing to relocate to, the assigned West Region - California market. WHO YOU ARE No job is too small. You recognize that the real work happens in the restaurants, and everything we do should support their success. You stay humble, roll up your sleeves, and always look for ways to help. You learn from others and contribute wherever you can. You care deeply about doing great work and driving results. You’re curious, ask questions, and seek out opportunities to improve. You don’t just point out problems—you bring solutions, ideas, and perspectives that move the team forward. You take full responsibility for your work and see things through to completion. You aren’t afraid to fail because you know that failure is a part of learning and growth. You take action, move fast, and keep pushing forward. You lead with empathy, respect, and emotional intelligence. You collaborate effectively, fostering a culture of trust and constructive feedback. You understand the importance of teamwork and ensure that your actions build others up rather than break them down. You push yourself and others to be better. You embrace healthy conflict, knowing that great ideas and strong teams emerge from honest, constructive conversations. You believe that leaders create leaders and are committed to fostering a culture of growth, challenge, and continuous improvement. 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 • Discount on Wingstop gift cards • Onsite game room 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.

Requirements

Must-haves

Use sales, transactions, channel, media, consumer, competitive, and Restaurant-level insights to diagnose business challenges, identify growth opportunities, and translate findings into actionable recommendations.
Partner with Operations leadership and Brand Partners to establish market-level goals and integrated action plans that improve comparable sales, transactions, frequency, brand relevance, and Restaurant performance.
Prioritize resources and marketing investments based on business opportunity, expected impact, operational readiness, and alignment with the broader brand strategy.
Lead regional execution of national campaigns, ensuring plans are locally relevant, operationally achievable, on brand, and supported by clear communication and implementation tools.
Develop high-impact local programs that may include media, community engagement, cultural moments, partnerships, influencers, catering, promotions, and Local Store Marketing initiatives.
Collaborate with Media and Brand Partners to implement local media support for existing Restaurants and New Restaurant Openings, evaluate results, and optimize investment to drive positive transaction growth.
Serve as a strategic marketing advisor to Brand Partners, guiding market strategy, local investment decisions, and long-term growth planning while maintaining appropriate decision rights and brand standards.
Build trusted relationships with Brand Partners and field Operations leaders through business reviews, market visits, planning sessions, and clear follow-through on agreed actions.
Serve as a brand ambassador and primary marketing contact for community partners, building relationships that keep Wingstop top of mind and strengthen relevance within priority trade areas.
Source, evaluate, negotiate, and manage local partnerships and sponsorships in accordance with approved processes, contractual requirements, brand standards, and expected business value.
Identify underperforming markets and priority Restaurants, then develop focused recovery strategies with Operations and Brand Partners; monitor progress and adjust plans as conditions change.
Collaborate with Operations, Media, Delivery, Consumer Insights, Development, FP&A, Digital, CRM, Brand, Communications, and Restaurant Technology to support the strategic vision and drive regional growth.
Lead test-and-learn initiatives, document outcomes, and use findings to optimize current plans, inform future investment decisions, and scale successful local programs.
Champion Wingstop brand standards and marketing philosophies while adapting strategy appropriately to local market needs.
A bachelor’s degree in Marketing, Business, Communications, or a related field, or an equivalent combination of education and directly relevant experience
Strong interpersonal and relationship-building skills, with the ability to support Brand Partners, Operations leaders, and cross-functional teams
Five or more years of progressive experience in Marketing, Field Marketing, or a directly relevant field
A self-starter mindset and the ability to thrive in a fast-paced, ambiguous environment
Strong analytical skills and experience interpreting business performance, consumer insights, media results, and market-level data
Advanced proficiency with Microsoft Excel and PowerPoint and experience with Power BI or comparable reporting and data-visualization tools
Strong presentation, facilitation, negotiation, and written communication skills
Experience planning and negotiating sponsorships, including agreements, activation, relationship management, and impact assessment

Nice-to-haves

Quick Service Restaurant marketing experience; restaurant, retail, or Brand Partner-operated system experience is preferred
Competitive bonus structure for eligible roles

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Keywords to mirror

Platform: oracle-cloud
Effort: medium

Benefits

Benefits detected in the listing.

Dental

Vision

401k

Paid Time Off

Wellness