The Director of Product & Revenue Optimization will develop and deliver strategies to drive and maximize revenue through data and insight analysis, a deep understanding of competition and optimization of the restaurant revenue centers (Bar, Dining Room, Private Dining, Off-Premise, Gift Cards). The individual in this role will oversee the development, support, and implementation of company-wide initiatives and programs that drive top-line sales or maximize performance, work closely with sales teams, field operations and home office departments to understand growth opportunities, revenue center nuances and performance maximization tactics, all while ensuring profitability. The Director Product & Revenue Optimization will stay current with market changes, identify trends in promotion and pricing and make recommendations for action based on those insights.
The Director will lead the product and programming strategy for each of the restaurant revenue centers through a deep understanding of available data and consumer trends. The individual will need to be able to translate this data to define guest experiences across the customer journey with a solid understanding of past performance and future opportunity. This individual will lead the organizational and cultural change efforts to better understand and support maximizing sales and profitability through innovative business practices, the use of technology, introduction of new programs along with monitoring key performance indicators and forecasting.
The Director will also support through analysis and oversight the sales team (Home-Office & in the Field) and the Gift Card team and support the development of a collaborative restaurant leadership team focused on driving top-line sales through the adherence and implementation of programs and initiatives; and Supporting the sales teams as they drive top-line sales in their regions. This includes monitoring sales trends and developing targets for sales teams. Their responsibilities will also include overseeing menu merchandising, beverage programing and development along with pricing analysis and implementation.
ESSENTIAL JOB FUNCTIONS:
Analyze and monitor key performance and sales metrics along with trends within each revenue center of the restaurant to inform strategies and tactics to deliver top-line sales growth, revenue optimization or increased profitability
Develop sales and program strategies to support growing top-line sales and traffic within each revenue center of the restaurant including Main Dining Room, Private Dine, Bar, Off-Premise, and Gift Cards.
Partner with finance and analytics to develop revenue center (Private Dine, Off-Premise, Gift Card) sales targets along with continual monitoring of performance against the targets
Oversee the strategic planning, development and implementation of evolved experiences and product-based offerings through test and learn and system-wide roll-in of initiatives
Oversee the Gift Card function including management of the individual(s) responsible for channel expansion and sales maximization, partnership, promotions, and Guest Gift Card inquiries
Lead the team responsible for the management and conversion of all in-bound Private Event inquiries, and put in place strategies and initiatives to maximize conversion opportunities
Oversees the individual responsible for the development and growth of the in-market sales teams to maximize sales opportunities through proactive outreach, prospecting and community engagement
Work with Culinary team to ensure products and offerings move through the process and align to expectations the evolved consumer seeks or core guest requires
Work with internal and external partners to develop consumer insights that inform marketing, business decisions, product development and evolved consumer experiences
Align with Brand and Digital to ensure products are compelling and well positioned online and throughout all guest touchpoints
Manage and oversee product and promotion testing including process, analysis, communication and full company roll-ins
Identifies underperforming restaurant revenue centers (regional/local) through data and insight trend analysis, leveraging of tools and executing in-market competitive/environmental analysis then working collaboratively with field and home office to build a corrective action plan.
Monitor and analyze the competition through tools and research to better inform market share and identify new opportunities for growth
Develop promotional strategies to maximize sales opportunities and increase conversion rates for Private Dining and Gift Cards.
Ensure the executive leadership team is kept informed of material changes to programs that drive top-line performance and what other sales opportunities exist
Partner with the Digital, Marketing and Brand team contributing to the annual sales and marketing plan and promotional calendar.
Provides detailed market analysis and reports for new restaurant openings reporting back to key brand stakeholders as needed.
Audits programs for best practices, tools needed to achieve growth targets, and adherence to expected processes and practices.
REQUIRED KNOWLEDGE, SKILLS AND ABILITIES:
Strong analytical skills
Strong leadership skills
Must have working knowledge of Microsoft Office and Outlook
Understanding of business strategy and marketing
Strong organizational skills
Strong written and verbal communication skills; ability to communicate with leaders in the field and executive team
Working knowledge of restaurant operations and revenue centers to maximize revenue opportunities
Ability to multi-task and work at quick pace
Detail oriented
Strong influence and coaching skills
Strong interpersonal skills
Positive spirit
Entrepreneurial self-starter
Willingness to always go the extra mile
PREFERRED EDUCATION AND WORK EXPERIENCE:
4-year college degree, MBA preferred
Sales and Hospitality Experience, 5 year minimum
3-5 years of Marketing Leadership experience
Experience working directly with operations teams
Experience in marketing and data analysis
Work in an office environment preferred
PHYSICAL DEMANDS:
Required to sit for long periods of time.
Required to work in feet for long periods of time.
Frequent handling/lifting required; able to lift up to 35 lbs.
WORK ENVIRONMENT:
Work performed in an office environment
Must be able to work on weekends when required
NOTE: The information here does not constitute a contract, express or implied. The content of this material is not all-inclusive and is for informational purposes only. Ruth’s Hospitality Group is an Equal Opportunity Employer.
