Brand Manager: Fishaways at Famous Brands

About the position

PURPOSE STATEMENT

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 3 rd 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

KNOWLEDGE AND SKILLS

• Excellent interpersonal, written & presentation skills
• Highly enumerated & computer literate
• Proactive, innovative thinker, ability to implement with excellence and accuracy
• Multi-task orientated
• Ability to work well under pressure
• Deadline driven