ARAMARK Brand Director - Convenience Retailing in Philadelphia, Pennsylvania


Aramark (NYSE: ARMK) is in the customer service business across food, facilities and uniforms, wherever people work, learn, recover, and play. United by a passion to serve, our more than 270,000 employees deliver experiences that enrich and nourish the lives of millions of people in 22 countries around the world every day. Aramark is recognized among the Most Admired Companies by FORTUNE and the World’s Most Ethical Companies by the Ethisphere Institute. Learn more at at or connect with us on Facebook at and Twitter at .


Aramark Marketing:

The Marketing team at Aramark is charged with building a strong brand and driving profitable growth. Through repeatable business models that leverage insights and innovation, Aramark marketers help build base business, new business, and client retention through strategies, concepts, programs and practices that engage consumers “at the moment of truth” – where we serve over 2 billion meals each year at workplaces, schools, colleges & universities, hospitals, sports & entertainment venues and other locations around the country and the world.

In this role, you’ll lead brand development of all of Aramark’s Convenience Retailing formats across the Convenience Retailing portfolio utilized across the enterprise. The initial focus is within the existing base of retail stores with expectation of format expansion led by innovation.

This position is being created to expand Aramark’s brand management capabilities with an additional advocate for consumer-centric innovation, a strategic brand pillar and priority driver for the company. We are seeking a forward looking leader to oversee the development/repositioning of our Convenience Retailing concepts.

Position Overview

The Brand Concept Director - Convenience Retailing will be part of Aramark’s broader Convenience Retailing team and be responsible for:

  • Strategy/Planning: Develop the Aramark Convenience Retailing strategy with priority on format expansion as well as ongoing brand management of Aramark’s Convenience Retailing offerings. Complete an annual marketing plan with strategies and tactics to refine and enhance the brand.

  • Brand/Concepts Insights: Utilize consumer, competitive, category, and business unit insights to assess the white space and opportunity for Aramark’s Convenience Retailing offerings. Include insights and analytics ongoing for management, continuous improvement and innovation within the brand formats to maximize expansion efforts.

  • Brand Development: Oversee the creation, repositioning, and/or refresh of the Convenience Retailing formats including brand positioning, visual identity, logo, and environment/trade dress. Manage all aspects of the launch with Global Operating Excellence including initial training materials, roll-out plans, and sales/operations tools development. Oversee continuous innovation for the brand.

  • Environment development: Aligned with brand positioning working with Capital projects team & agency to develop environment/trade dress including physical re-imaging; look & feel, décor, and consumer travel path/journey for new concept or re-positioning of current formats and new category introductions.

  • Project Management: Lead cross-functional teams, including product development/menu, supply chain, environment, operations, OpX, finance, IT, corporate communications, business units, etc. to develop, launch, assess and continuously improve the brand.

  • Marketing Management : Lead development of key programs, promotions, and ongoing yearly activation that support the brand. Potentially includes new brand features which could include technology, loyalty, menu & NPD changes.

  • Brand Transition: Develop process and work with Aramark business units to determine transition plan of current branded offerings into new proposed model.

  • Measurement: Determine brand concept KPIs and success measures. Track and report initiative results against these objectives while managing the budget and other project management duties (e.g., timelines, project plans, program administration, etc.)

  • Business Unit Support: Service program support requests from field marketing and account leadership.

Reporting Relationships

This position will report directly to Aramark’s Associate Vice President, Convenience Retailing within the Marketing COE.


Previous Experience/Education:

  • Minimum 10 years of experience working in Retail Store Channels

  • Multi-unit retail store experience including Grocery, Convenience or Big Box with a retail mindset with both brand development & activation experience.

  • Management/supervising people at varying levels.

  • P&L Experience and a proven track record managing businesses.

  • Successful track record repositioning and building brands.

  • Bachelor’s degree required, MBA preferred.


  • Platform development and leadership of new business and channel solutions.

  • Strategy & Program Development (leading annual brand/marketing planning)

  • Ability to understand broader company & project/program strategy and to prioritize and manage projects accordingly.

  • A quick study—adaptable/able to learn on-the-go to support projects/programs across a wide range of functional areas


  • Ability to lead initiatives across business units and flex ideas/concepts appropriately depending business needs.

  • Able to work with and influence a broad range of people with diverse backgrounds and areas of expertise across all functional areas (internally & externally).

Project Management:

  • Strong business analytical abilities, and project management skills /production orientation.

  • Persistence/perseverance/patience (ability to deal with ambiguity associated with working in uncharted territory).

  • Resourceful/able to juggle multiple tasks.

Communication & Style:

  • Strong writing and presentation skills in range of formats for hands on development of professional quality presentations, project management communications and program support materials for diverse internal and external audiences.

  • A self-starter, confident in his/her abilities, self-motivated and able to work independently and effectively in a team environment.

It is expected that the successful candidate will also have the following personal attributes:

  • Strong value system, integrity & respect always, and work ethic

  • Team Player/Strong collaborator

  • Highly motivated/“Can do” Positive Attitude

  • Highly Organized and results-orientation

  • Able to deal with ambiguity/effectively cope with change

Aramark is an EQUAL EMPLOYMENT OPPORTUNITY/AFFIRMATIVE ACTION employer – Minority/Female/Disability/Veteran