ABOUT SHELBY’S CANADA:

Shelby’s Legendary shawarma is a dynamic and growing brand in the fast-casual restaurant industry, known for its delicious and authentic Shawarma offerings. With 42 locations across Canada, our commitment to quality, community and innovation drives everything we do, from creating delicious food to engaging with our customers and franchise partners.

POSITION OVERVIEW:

As the Field and Partnership Marketing Specialist, you will be the go-to partner for our franchisees, crafting creative local marketing strategies to enhance brand awareness, increase customer engagement, leverage community involvement and drive sales across our restaurant locations.
This role provides guidance to optimize franchisee marketing efforts and requires close collaboration with franchisees, local restaurant teams, corporate marketing, and cross- functional teams at Shelby’s.
Key responsibilities include relationship management, event coordination, and executing localized marketing. The ideal candidate is a self-starter who excels at building strong relationships, delivering innovative marketing campaigns, and making a positive impact in the community.
We’re seeking a results-driven individual to join our dynamic team, focused on driving foot traffic to our restaurants. This is a high-impact role, and you’ll play a key role in driving growth across Canada.
The ideal candidate is curious, tactical, and thrives in a fast-paced environment. You take pride in getting the details right and enjoy bringing structure to chaos and collaborating cross-functionally to turn strategy into execution.

QUALIFICATIONS:

Education and Experience:

• Bachelor’s degree in marketing, Business Administration, or a related field.
• 8+ years of experience in local store marketing, or related roles
• Proven experience in developing and executing local marketing strategies, preferably within the Canadian market.
• Strong understanding of Canadian consumer behavior, marketing trends, and regional differences.
• Ability to support franchisees with localized campaigns tailored to specific communities across Canada.
• Experience working with multi-unit brands, franchises, or decentralized marketing structures is an asset.
• Proven track record of building and maintaining strategic relationships and executing successful marketing campaigns.
• Experience in the foodservice or hospitality industry is a must.
• Knowledge of local markets and community engagement best practices.
• Understanding of influencer marketing and co-branding strategies.
• This is a very dynamic role and a hybrid position with a combination of in-office and frequent travel (GTA and surroundings and eventually national).

Skills and Competencies:

• Strong interpersonal and communication skills with the ability to build relationships with diverse stakeholders.
• Exceptional organizational and project management skills, capable of handling multiple tasks simultaneously.
• Proficiency in data analysis and reporting tools to measure campaign success and ROI.
• Creative problem-solving abilities and a proactive approach to identifying marketing opportunities.
• Familiarity with digital marketing platforms and tools, including social media, email campaigns, and CRM systems.

Local Marketing Strategy and Campaigns:

• Conduct in-depth market research to understand local demographics, consumer trends, and competitive forces as well as understanding current customer base in specific region
• Uncover and leverage insights to build recommendations, strategy and add value to Shelby’s annual growth plans
• Develop localized marketing plans aligned with overall business goals, considering specific needs of the local market, including tool kits to support franchisees
• Develop localized marketing strategies tailored to each restaurant location when needed
• Lead marketing excellence in all restaurants
• Use omni channel marketing best practices

Franchisee Support:

• Conduct regular restaurant visits in the GTA Region and eventually other provinces to provide local marketing knowledge, training and support.
• Contribute to the development of marketing tool kits and materials, including presentations, flyers, point-of-purchase materials and marketing training manuals.
• Maintain strong relationships with franchise partners, offering marketing support and resources to enhance local outreach.
• Collaborate with the marketing team and provide insights to shape and influence the development and execution of marketing initiatives, to ensure they are accurate with the needs of our franchisees.
• Conduct site visits to assess and improve brand standard adherence at restaurants
• Build and develop a strong regional leadership pipeline
• Support New Restaurant Openings, pop-up activations, and business development events
• Collaborate across departments to ensure consistent brand representation and guest experience
• Project management: Ability to manage multiple time-sensitive projects across
• Local Marketing and Activations to fuel growth in the Canadian market.

Community and Event Engagement:

• Plan and manage community engagement events, such as grand openings, local sponsorships, and CSR initiatives.
• Partner with franchisees and coordinate events through local teams, including store openings, anniversary celebrations, event sponsorships including but not limited to holiday and seasonal promotions.
• Ensure all logistics, including vendor management, on-site coordination, and post-event reporting, are handled seamlessly.
• Develop and manage the inventory of all Grand Opening assets and replenish as needed.
• Plan and host offline events.
• Partner with the creative team to develop event-specific marketing materials.

Brand Building:

• Act as a brand ambassador for Shelby’s, ensuring consistency in messaging and representation across all partnerships and local marketing efforts.
• Develop strategies to enhance Shelby’s presence in key local markets and foster brand loyalty among customers.
• Collaborate with the marketing team to align local campaigns with overarching brand initiatives.
• Collaborate with corporate partners to develop co-marketing initiatives that align with Shelby’s brand values and business goals.
• Collaborate with creative department and vendors to forecast replenishment needs and coordinate storage of inventory.
• Local Marketing Tool kits and creative assets.
• Assist marketing team when needed

Performance Analysis:

• Set measurable marketing goals and KPIs for the local market
• Track and report on the performance of marketing initiatives, focusing on ROI and engagement metrics.
• Present regular updates to stakeholders, highlighting successes and opportunities for growth.
• Track your marketing campaigns and determine the most successful ones.