Director, Core Menu & Marketing

📌 Core Information

🔹 Job Title: Director, Core Menu & Marketing

🔹 Company: Denny's

🔹 Location: Spartanburg, SC - 203 E. Main Street (29319)

🔹 Job Type: Full-Time

🔹 Category: Restaurant, Marketing

🔹 Date Posted: April 11, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Strategic direction and leadership for key product and platform initiatives related to Denny’s menu and calendar messaging
• Management of product and marketing program implementation for new core menu product tests and national menu refreshes
• Leadership of brand’s strategic Daypart Initiatives, currently focused on reversing declining dinner daypart traffic
• Collaboration with various departments and external vendors to develop multi-layer promotional and product messaging
• Pricing strategy development to balance maximizing sales/profit and delivering on core value proposition
• Mentoring of two marketing professionals, including a Manager and a Sr. Manager

ASSUMPTION: This role requires a high level of strategic thinking, cross-functional collaboration, and leadership to drive successful menu and marketing initiatives across the Denny's brand.

📋 Key Responsibilities

✅ Provides strategic direction and leadership for key product and platform initiatives related to Denny’s menu and calendar messaging

✅ Manages the product and marketing program implementation process for all new core menu product tests, menu creative tests, menu daypart tests, and national menu refreshes, working closely with all functional areas to ensure flawless execution

✅ Leads the brand’s strategic Daypart Initiatives, currently focused on reversing declining dinner daypart traffic, by partnering with VP Marketing, Operations, Finance, Product Development, Field Marketing & Training, and other relevant departments to identify the needs of the target consumer and subsequent initiatives required to change perceptions and build awareness for the dinner business

✅ Oversees development of marketing calendar that drives profitable system traffic, in collaboration with Insights, Agency partners, D&I, Brand Communications, Media, Digital, Finance, and GE/DoD to develop multi-layer promotional and product messaging that is relevant to key segments

✅ Partners with VP, Menu Strategy and Innovation to identify key areas of opportunity for new menu items that meet existing consumer needs and drive traffic to restaurants, co-leading the Menu Task Force and internal leadership meetings to define and align on the optimization of the core menu

✅ Develops pricing strategies that balance maximizing the brand's sales/profit and delivering on its core value proposition, leveraging and managing RMS partnership to optimize pricing tiers, and partnering with Sr Director of Field Marketing in managing RMS franchise relationship

✅ Writes briefs for internal and external culinary teams to guide the development of new products that meet the strategic needs of the initiative

✅ Consults with merchandising teams to ensure that in-restaurant creative materials deliver on the brand strategy

✅ Provides direction to and coordinates research needs with Consumer Insights and Product Development for assigned projects

✅ Partners with Field Marketing to manage the integration of local/regional product offerings with the national core menu and dinner daypart initiatives

✅ Plans, develops, executes, and analyzes marketing tests and recommends action steps

✅ Communicates strategy, test results, and key learnings to key Franchise partners to successfully sell-in new products and initiatives

✅ Leads, develops, and mentors two marketing professionals, including a Manager and a Sr. Manager

✅ Other duties as assigned

ASSUMPTION: This role requires a strong understanding of the restaurant industry, consumer behavior, and marketing strategies to effectively lead and execute key menu and marketing initiatives.

🎯 Required Qualifications

Education: Bachelor’s degree in Business or a related field required. Master’s degree in Business Administration preferred.

Experience: Minimum 10-15 years of consumer marketing experience in the restaurant or retail sector.

Required Skills:

• Experience in building strategic marketing calendars and core menu strategy, with franchisee experience a plus
• Strong project management background
• Ability to demonstrate high-energy leadership while working with a team
• Exceptional interpersonal and influencing skills; able to quickly build cooperative and productive relationships with internal business partners and external vendors
• Ability to lead cross-functional teams and build collaborative working relationships within marketing, other departments, and field operations

Preferred Skills:

• Experience in the restaurant industry
• Franchise management experience
• Proficiency in data analysis and reporting tools

ASSUMPTION: Candidates with a strong background in consumer marketing, strategic planning, and leadership are well-suited for this role. Industry-specific experience is a plus.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 per year (based on industry standards for a Director-level role in the restaurant industry with 10+ years of experience)

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts
• Opportunities for career growth and development

Working Hours: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM, with flexibility based on business needs

ASSUMPTION: The provided salary range is an estimate based on industry standards for a Director-level role in the restaurant industry with 10+ years of experience. Actual compensation may vary based on factors such as education, skills, and experience.

📌 Applicant Insights

🔍 Company Context

Industry: Denny's operates in the restaurant industry, specifically in the family dining segment. The company is known for its extensive breakfast menu, as well as its lunch and dinner offerings.

Company Size: Denny's is a large corporation with over 10,000 employees worldwide. As a public company, it has a complex organizational structure with various departments and teams.

Founded: Denny's was founded in 1953 and has since grown to become one of the largest full-service restaurant chains in the world, with locations in all 50 U.S. states, Puerto Rico, Canada, Mexico, and other international markets.

Company Description:

• Denny's is committed to providing high-quality, affordable meals to its customers, with a focus on breakfast, lunch, and dinner options
• The company prides itself on its diverse menu, which caters to various dietary preferences and restrictions
• Denny's is dedicated to fostering a welcoming and inclusive environment for both its employees and customers

Company Specialties:

• Breakfast, lunch, and dinner menu options
• Catering and event services
• Franchising opportunities

Company Website: http://www.dennys.com

ASSUMPTION: Denny's is a well-established restaurant chain with a strong brand presence and a diverse customer base. The company's success relies on its ability to adapt to changing consumer preferences and maintain a consistent, high-quality dining experience.

📊 Role Analysis

Career Level: This role is at the Director level, reporting directly to the Vice President of Marketing. It is a senior leadership position with significant responsibility for driving key menu and marketing initiatives across the Denny's brand.

Reporting Structure: The Director, Core Menu & Marketing will report directly to the Vice President of Marketing and will oversee a team of two marketing professionals, including a Manager and a Sr. Manager.

Work Arrangement: This role is on-site, with the primary work location being the Denny's corporate headquarters in Spartanburg, SC. Some flexibility may be available for remote work, depending on business needs and the employee's individual circumstances.

Growth Opportunities:

• Potential to advance to a Vice President or higher-level role within the marketing department or the broader organization
• Opportunities to lead and contribute to special projects and initiatives that drive business growth and innovation
• Access to professional development and training opportunities to enhance skills and advance career goals

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the Denny's brand and advance their career within the organization.

🌍 Location & Work Environment

Office Type: Corporate headquarters with a professional, collaborative work environment

Office Location(s): Spartanburg, SC - 203 E. Main Street (29319)

Geographic Context:

• Spartanburg is located in the Upstate region of South Carolina, approximately 90 miles northwest of Atlanta, GA
• The area offers a mix of urban and rural environments, with a growing population and a diverse economy
• Spartanburg has a humid subtropical climate, with mild winters and hot, humid summers

Work Schedule: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM, with flexibility based on business needs

ASSUMPTION: The work environment at Denny's corporate headquarters is professional and collaborative, with a focus on driving business growth and innovation through strategic menu and marketing initiatives.

💼 Interview & Application Insights

Typical Process:

• Online application submission and resume review
• Phone or video screen with the HR department
• In-person or video interview with the hiring manager and/or other members of the marketing team
• Final interview with the Vice President of Marketing
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Cross-functional collaboration and communication skills
• Industry knowledge and understanding of consumer behavior
• Alignment with Denny's company values and culture

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Demonstrate your understanding of the restaurant industry and Denny's brand in your application materials
• Prepare examples of your past accomplishments that showcase your strategic thinking, leadership, and marketing expertise

ATS Keywords: Strategic Marketing, Menu Strategy, Marketing Calendar Development, Pricing Strategy, Cross-Functional Team Leadership, Consumer Insights, Product Development, Franchise Management, Creative Direction, Analytical Skills, Mentoring, Communication

ASSUMPTION: The application process for this role is likely to be competitive, with a focus on identifying candidates with strong strategic marketing backgrounds, leadership skills, and a deep understanding of the restaurant industry.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Project management tools (e.g., Asana, Trello, Microsoft Project)
• Data analysis and reporting tools (e.g., Excel, Tableau, Power BI)
• Marketing automation and CRM platforms (e.g., HubSpot, Marketo, Salesforce)

ASSUMPTION: Proficiency in relevant marketing, project management, and data analysis tools is essential for success in this role. Candidates should be comfortable learning and adapting to new technologies as needed.

👔 Cultural Fit Considerations

Company Values:

• Customer focus
• Integrity
• Teamwork
• Accountability
• Innovation

Work Style:

• Collaborative and team-oriented
• Results-driven and action-oriented
• Adaptable and responsive to change
• Strong communication and interpersonal skills

Self-Assessment Questions:

• How do you align with Denny's core values, and how have you demonstrated these values in your past experiences?
• Describe a time when you had to adapt to significant change or uncertainty in a leadership role. How did you approach this situation, and what was the outcome?
• How do you balance the need for strategic, long-term planning with the ability to execute and deliver results in the short term?

ASSUMPTION: Denny's places a strong emphasis on cultural fit and values-driven leadership. Candidates who demonstrate a strong alignment with the company's core values and a collaborative, results-driven work style are well-suited for this role.

⚠️ Potential Challenges

• Managing a diverse and complex franchise network with varying levels of engagement and commitment to brand standards
• Adapting to changing consumer preferences and market trends in a competitive restaurant industry
• Balancing the need for innovation and growth with the responsibility to maintain consistent, high-quality dining experiences across all locations
• Navigating a large, matrixed organizational structure with multiple stakeholders and competing priorities

ASSUMPTION: This role presents unique challenges and opportunities for growth and development. Successful candidates will be able to navigate complex systems, build collaborative relationships, and drive strategic initiatives that deliver meaningful results.

📈 Similar Roles Comparison

• This role is unique in its focus on strategic menu and marketing initiatives across the Denny's brand, with a specific emphasis on reversing declining dinner daypart traffic
• Compared to other marketing director roles in the restaurant industry, this position offers a broader scope of responsibilities and a more significant impact on the overall business strategy
• Career progression in this role may lead to opportunities in senior marketing leadership or other executive-level positions within the organization

ASSUMPTION: This role offers a unique opportunity to drive strategic marketing initiatives and make a significant impact on the Denny's brand. Candidates with relevant experience and a strong strategic mindset are well-positioned to succeed in this role and advance their careers within the organization.

📝 Sample Projects

• Developing and executing a comprehensive marketing strategy to reverse declining dinner daypart traffic, including targeted promotions, product offerings, and pricing adjustments
• Collaborating with cross-functional teams to optimize the core menu and improve operational efficiency, resulting in enhanced customer satisfaction and increased sales
• Conducting market research and consumer insights analysis to inform menu strategy and product development, leading to the successful launch of new menu items and improved customer engagement

ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and data-driven nature of the Director, Core Menu & Marketing role. Successful candidates will be able to apply their skills and experience to similar projects and drive meaningful results for the Denny's brand.

❓ Key Questions to Ask During Interview

• Can you describe the current state of the dinner daypart initiative and the key priorities for the first 90 days in this role?
• How does the marketing department collaborate with other departments, such as operations, finance, and product development, to drive successful menu and marketing initiatives?
• What are the key performance indicators (KPIs) used to measure the success of menu and marketing initiatives, and how are these tracked and reported?
• How does Denny's support the professional development and growth of its marketing team members, and what opportunities exist for career advancement within the organization?
• What is the company's approach to fostering a diverse, inclusive, and equitable work environment, and how does this translate to the marketing department's culture and practices?

ASSUMPTION: Asking thoughtful, strategic questions during the interview process demonstrates your interest in and understanding of the role, as well as your ability to contribute to the Denny's brand's success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on strategic marketing, leadership, and consumer insights
• Prepare examples of your past accomplishments that showcase your strategic thinking, leadership, and marketing expertise, and be ready to discuss these during the interview process
• Follow up with the hiring manager or HR department one week after submitting your application to inquire about the status of your application and express your continued interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.