Brand Experience Manager - Buffalo Wild Wings

The Manager, Brand Experience & Growth Platforms is responsible for developing and executing growth-driving brand initiatives across Buffalo Wild Wings GO core focus to drive off-premise business for total brand. This role leads the strategic planning, activation, and optimization of key traffic-driving platforms including value architecture, daypart programs, digital merchandising, catering, marketplace initiatives, and menu innovation. 

This individual serves as the connective tissue between Brand, Operations, Analytics, Technology, Customer Marketing, and Franchise teams to ensure ideas are translated into scalable programs that drive guest acquisition, frequency, and profitability. 

Key Responsibilities 

Growth Platform Development 

• Own the development and execution of key GO growth platforms. 

• Build annual roadmaps for:  

• Lunch 

• Late Night 

• Bundles & Value 

• Catering 

• New Occasion Development 

• Identify new traffic-driving opportunities informed by consumer insights and competitive trends. 

• Lead test-and-learn pilots with clear success criteria and scaling recommendations. 

Menu & Value Strategy 

• Support development of menu innovation platforms. 

• Partner with Culinary and Finance to evaluate performance, profitability, and guest demand. 

• Develop value architecture that balances:  

• Trial 

• Frequency 

• Check growth 

• Margin protection 

• Manage promotional offers, bundles, and limited-time programs. 

Off-Premise & Digital Experience 

• Own the guest experience across:  

• Marketplace platforms 

• Digital ordering channels 

• Catering channels 

• Partner with UX and Product teams to enhance:  

• Merchandising 

• Conversion 

• Discoverability 

• Attachment opportunities 

• Establish merchandising standards and digital best practices. 

Marketing Calendar & Program Activation 

• Develop and execute integrated programs tied to sports, cultural moments, and key business priorities. 

• Coordinate cross-functional launch planning. 

• Lead briefing and execution processes across:  

• Brand Experience 

• Analytics 

• Operations 

• Customer Marketing 

• Technology 

• Franchise teams 

Analytics & Performance Management 

• Establish KPIs for all programs. 

• Partner with Data & Analytics to:  

• Evaluate results 

• Identify learnings 

• Recommend optimization opportunities 

• Develop executive-ready performance recaps and business cases. 

Franchisee Growth Support 

• Partner with Field Marketing and Franchise Operations teams to ensure successful execution. 

• Create scalable playbooks, launch materials, and communication plans. 

• Gather franchisee feedback and translate insights into future program improvements. 

Qualifications 

Required 

• Bachelor's degree in Marketing, Business, Communications, or related field. 

• 4–7 years of experience in:  

• Brand Marketing 

• Category Management 

• Consumer Marketing 

• Digital Commerce 

• Restaurant Marketing 

• Strong project management and cross-functional leadership capabilities. 

• Experience analyzing performance data and generating actionable recommendations. 

• Exceptional communication and presentation skills. 

Preferred 

• Restaurant, QSR, retail, or consumer-packaged goods experience. 

• Experience managing value programs or promotional calendars. 

• Familiarity with:  

• Power BI 

• Digital Merchandising 

• Marketplace Ecosystems 

• Consumer Insights 

Rationale for why this Associate Manager role should be elevated to Manager  

Previously, the role was largely an execution and coordination role heavily focused on program management and activation.  

For where GO is headed under your roadmap, we must evolve this role within the team to feel ownership of Traffic Platforms, not just execution. 

Current Associate Manager Focus 

• Execute campaigns 

• Coordinate stakeholders 

• Support launches 

• Track KPIs 

• Manage communications 

Elevated Manager Focus 

• Own business results 

• Build annual growth roadmap 

• Lead innovation pipeline 

• Prioritize investment opportunities 

• Develop business cases 

• Guide cross-functional teams to outcomes 

Strategic Ownership Areas 

Instead of owning projects, the manager owns outcomes. 

1. Daypart Growth 

Responsible for: 

• Lunch platform 

• Late-night platform 

• Future snack/afternoon platforms 

Success measures: 

• Traffic growth 

• Daypart mix 

• Guest acquisition 

2. Value Architecture 

Responsible for: 

• Fighter Bundles 

• Everyday value 

• Entry price strategy 

• Bundle innovation 

Success measures: 

• BHT scores 

• Check growth 

• Incremental transactions 

3. Catering Growth 

Responsible for: 

• ezCater 

• First-party catering 

• Occasion development 

Success measures: 

• Sales growth 

• New customer acquisition 

• Repeat behavior 

4. Digital Conversion 

Responsible for: 

• Marketplace merchandising 

• App/web merchandising partnership 

• Conversion optimization 

Success measures: 

• Conversion rate 

• Attach rate 

• Incremental sales