1 month ago

Job Summary

To act as the brand custodian, drive demand for the brand through growing transactions and revenue while delivering customer delight.

  • Minimum Qualification:Bachelor
  • Experience Level:Senior level
  • Experience Length:4 years

Job Description/Requirements

Department    Marketing
Reports To    HOM/BD & Strategy Manager       
Direct Reports    Brand Implementor       

Summary of work environment
Marketing is the creative, innovative, transaction and revenue driving department of our company.
 
Primary Purpose and Scope the Job
To act as the brand custodian, drive demand for the brand through growing transactions and revenue while delivering customer delight.

DUTIES AND RESPONSIBILITIES:

Brand Management:

Providing brand management expertise and executing marketing responsibilities:

•    Lead and/or oversee day-to-day management of brand activity including forecasting; budget tracking; marketing plan execution and program tracking.
•    Review local information related to sales/guest counts, consumer impact, P&L/cash flow, menu category performance, promotional evaluation, competitive environment/market-share, general economic trends, and qualitative/quantitative research. Based on this information, identifies and develops plans to address key market strategic opportunities working with the Group Marketing Manager (GMM) as counsel.
•    Generating creative & photography briefs and overseeing everything that 'goes out the door' and ensuring it's on-brand - brochures, big submittals, contracts, quotes, etc.

Marketing & Promotions
•    Develop and manage multi-channel, integrated marketing plans for promotions, brand initiatives, or product. Create and/or provide input to recommendations regarding marketing plan objectives, strategy, marketing mix and tactics.
•    Manage the A&P budget in partnership with the HOM.
•    Develop, manage, and track marketing budgets, timelines and processes from kick-off to execution.
•    Provide input to consumer positioning, creative brief development and supports all-agency creative briefing.
•    Evaluate creative concepts and effectively provide feedback to internal and external agencies.
•    Identify and quantify specific product drivers in support of marketing calendar strategies.

Planning and Execution

•    Develop strategic and operational plans for the work group, managing execution and measuring results
•    Collaborate with internal and external strategic business partners to develop joint marketing strategies and plans; oversee implementation and monitor results.
•    Coordinate and execute advertising and promotions that support and are consistent with group marketing and brand goals and objectives.
•    Track, analyze and communicate program/campaign performance. Recommend action plans to address variances against plans.

Project Management
•    Manage and monitor project or program schedules, progress and costs to ensure the expected results are delivered on time and within budget.
•    Develop an integrated plan that includes program deliverables, strategic alignment and update program plans.
•    A particular focus on new store openings

Research & Analytics

•    Review and analyze any new or revised brand design wording or architecture against current market trends to realize the probable impact of the approach at hand.
•    Ensure completion of market analyses and monitors competitive activity (competitive analysis) in the market
•    Generation of reports and presentations on the performance of brand marketing campaigns and programs, to be used in the enhancement of campaigns and the formulation of new campaigns

Collaboration
•    Collaborate with the business’s sales, business development and operations teams to align brand marketing efforts with the business goals

KEY ACCOUNTABILITIES: Brand Strategy, Marketing Calendar & Budget Management, LSM, Reporting on Brand ROI

Key Result Areas/ Key Performance Indicators
(5-6 areas)
•    Develop & implement the marketing strategy for our newer brands to drive awareness and grow market share
•    Work with cross functional teams to develop campaigns/promotions that are insight led/customer centric
•    Manage brand budget to deliver ROI and set brand objectives
•    Manage events, restaurant opening, product launches
•    Menu & Pricing optimization
•    Customer feedback tracking & Engagement including social listening

Performance Indicators (3-5 indicators)   
•    Grow transactions/revenue by 5-8% YOY
•    Penetrate and grow market to progressively achieve category leadership
•    Deliver at least 90% of the marketing calendar on time and within budget

JOB SPECIFICATIONS:

QUALIFICATIONS

•    A bachelor’s degree in Business, Marketing or Communications field. 

EXPERIENCE
•    At least 4 years’ experience in marketing.
•    FMCG or Hospitality experience is an added advantage

SPECIAL CONDITIONS OF EMPLOYMENT (Licenses, certificates, credentials, travel, Physical requirements etc.)
•    Bachelor's Degree
•    CIM certification/membership an added advantage


CORE COMPETENCIES: Core competency is fundamental knowledge, ability, or expertise in a specific subject area or skill set.
•    Analytical skills
•    Building relationships and working with different stakeholders – agency, departments
•    Demonstrated ability to develop and execute brand/digital strategies.
•    Excellent verbal and written and presentations skills
•    Event Management

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