Brand Strategy, Marketing Calendar & Budget Management, LSM, Reporting on Brand
Key Result Areas/ Key Performance Indicators (5-6 areas)
Develop & implement the marketing strategy for
our newer brands to drive awareness and grow
Work with cross functional teams to develop
campaigns/promotions that are insight
Manage brand budget to deliver ROI and set brand
Manage events, restaurant opening, product
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
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 its 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
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.
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
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
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
Collaborate with the business’s sales, business development and operations teams to align brand
marketing efforts with the business goals
A bachelor’s degree in Business, Marketing or Communications field.
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.)
CIM certification/membership an added advantage
CORE COMPETENCIES: Core competency is fundamental knowledge, ability, or expertise in a specific subject area
or skill set.
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