Assistant Brand Manager

a) Strategy

• Assist in the development of annual marketing strategy aligned to overall organizational strategy.

• Collaborate with the Marketing Manager and digital team on social media strategies, implementation and monitoring.

• Execute strategy and monitor progress based on set milestones.

• Be directly involved and contribute to the successful opening and launch of new restaurants.

b) Insights

• Use internal and external data as well as competitor monitoring to feed into the brand plans and marketing calendars to drive transaction growth for the market.

c) Budgeting

• Participate in the annual budgeting process to prioritise the most effective advertising mix for the market.

• Relevant marketing budget decisions within agreed budgets ensuring value is created and recognised.

• Review brand and LSM spends against budget.

d) Brand Positioning

• Develop an in-depth knowledge of the brands equity, strategy, competitors and consumers across all touch points.

• Work with suppliers and collaborators on production and marketing material deliverables according to brand standards and within the timelines.

• Maintain brand standards and consistency by being directly involved in the design and production of all marketing collaterals and merchandising elements.

• Managing and working closely with agencies i.e. Creative, BTL, Social Media and Public Relations. Conducting briefing sessions, reverts and approvals.

e) Marketing Programs

• Coordinate with store operations to develop appropriate localized marketing programs and activities and identify remedial actions to address any down trend in either ticket average or transactions of the store.

• Manage measurement of all marketing campaigns and initiatives for local stores through in-store and community related activations and promotions and analyse ROI.

• Support the restaurant teams drive Local Store Marketing initiatives to establish positive and ongoing relationships with local businesses, local community and organizations through face-to-face visits and marketing material distribution.

• Effectively build, post, print, distribute and develop promotion specific communication materials to be used for local marketing initiatives.

• Monthly reporting of marketing activities.

• Quarterly assessment and review of programs implemented in the stores to decipher what worked and what did not and recommendations for future activities.

f) Championing the Customer

• Monitor and promptly respond to all customer complaints efficiently to build trust, ensure return business and that customers are happy and well taken care of.

• In collaboration with the digital agency, ensure that all customer complaints that come in via our social media accounts have been addressed and closed.

g) Partnership Marketing

• Build good relationships and source strategic partnerships with local entities e.g. Coca Cola, Shell, Chicken Suppliers, Mall Management etc, to develop and implement executions of cross promotions and marketing activities for the brand and store specific campaigns/initiatives.

• Work with all strategic partners/suppliers and develop joint business plans with them to help with affordability, value offers and bundling.

h) Menu

• Liaise with the central marketing team and local agencies for changes to the menu when needed.

• Menu adaptation and menu refresh is main focus with occasional advertising adaptation.

• Follow through with the relevant teams to ensure that promotional items have been added to the menu and POS on time.

i) Promotional Campaigns

• Liaise with the marketing team and the operations team to come up with promotional offers for brand awareness and that will help drive business growth.

• Work on BOMs and propose selling prices for these promotional offers in line with the objectives and consumer needs.

• Brief respective agencies for promotional campaign strategies and execution.

Qualifications and experience

Bachelor’s degree in a business field or equivalent. MBA (Concentration in Marketing) will be an added advantage.

Hands on experience in marketing, advertising, market research, marketing analytics and consumer behaviour.

Competencies and skills

• Strong influencing skills

• Strong analytical skills

• Excellent communication skills

• Multiple Languages an advantage

• Advertising experience (or an in depth knowledge of advertising)

• Good knowledge of digital marketing

• Ability to think strategically, creatively and innovatively

• Good numeracy skills

• A self-starter and ability to work alone

• Strong presentation skills

• Effective relationship building skills