Under the guidance and support of the Marketing Manager, effectively manage all elements of the brand marketing mix within Southern Africa to ensure that the brand continues to grow.
MAIN OUTPUTS AND RESPONSIBILITIES FOR THIS POSITION
Assist in development of the annual brand strategy and Marketing plan
Execute national marketing activities above and below the line in relation to the approved Marketing plan and promotions calendar
Seek new opportunities to deliver against the brand plan and/or improve the plan
Implement and manage the media plan. Ensuring that expenditure and brand objectives are delivered on
Liaise with advertising agencies, strategic alliance partners and suppliers on advertising and promotional campaigns
Ensure all marketing collateral delivers on the WOW factor in conjunction with the relevant agencies
Manage the brand CRM program, encouraging customer retention and customer loyalty. This includes segmenting the database, developing CRM campaigns and analysing and producing monthly reports on the growth of the database and success of campaigns
Drive database acquisition through acquisition campaigns as well as through building and maintaining 3rd party vouchering partnerships
Lead and execute the Doughnation program, leveraging purpose-driven initiatives to grow brand affinity and customer loyalty
Assist in management of public relations and brand sponsorships
Assist in the development of a two-year innovation pipeline to meet brand objectives
Provide forecasts for promotions and new products to minimize write-off costs
Drive menu optimisation with regards to pricing strategy and menu mix to achieve targeted average GPs and deliver value to the brand’s customer base
Manage and co-ordinate national menu roll-outs
Manage branding and design of all consumer touch points (including signage, uniforms, packaging, restaurant look and feel, website etc) to ensure they align with brand CI
Assist in delivering on the brand’s digital and technology plan and manage the brand’s digital and social media activities
Utilise consumer research to gain consumer insights that drive decisions
Analyse sales data and report on the performance of promotions and products
Evaluate competitor pricing and report on a regular basis
Manage the marketing budget to ensure nil overspend
Ensure locality marketing promotions are aligned to brand strategy through the development of Locality toolkits and providing guidance & support to Locality marketers and Franchise Managers
Help co-ordinate the brand’s National Franchisee Conference, National Franchise Forum meetings and regional roadshows
FORMAL EDUCATION
Minimum Matric with a relevant tertiary qualification
Marketing background/qualification an advantage
Previous brand marketing experience within franchising an advantage
Experience
Minimum of 3 years’ experience in the FMCG/Food Franchising industry.
Understanding of South African media environment
Excellent knowledge of Digital Marketing and social media platforms an advantage