Job Purpose
A disruptive fast casual burger chain, in the Americana Restaurants Portfolio, is seeking a seasoned Marketing Manager. The Manager is the custodian of the brand perception, communication and all aspects of driving transactions. In addition, will be proportional owner (with operations) of the profitability and overall financial performance of the chain.
Responsibilities
Refining the Brand Vision
- Data Gathering: Ability to use surveys, in-store polls and other direct/indirect methods to gather customer insights
- Thinking: Ability to use data gathering and insights to support the Country GM & Brand Director to refine the fast casual positioning of Wimpy to be customized and tailored for Egypt. Strong candidates will also contribute to setting the overall 1 year/3year strategy of the brand, balancing learnings from operations and customer behavior and translating them to focus areas for 12 36 months.
Strategy/Planning
- Calendar Planning: Developing structured calendars and execution plans to bring the brand positioning to life. This includes year menu innovation calendars, quarterly LTOs and brand campaigns, and all further broken down into weekly specific actions on each channel while managing our monthly marketing budgets.
- Menu Planning: Developing the menu categories to position Wimpy for greater customer love and higher profitability, leading to faster growth.
- Project Planning: Skillful in creating detailed execution plan for specific complex tasks like creative shoots with external agencies, execution of price changes that affect all channels, management of social media competitions etc.
Execution
- Creativity: Verbal fluency is the cornerstone of creativity. The individual will be able to write very good copy, being witty, able to capture the spirit of the brand and marry it to the need state of consumers.
- Process discipline: Ability ensure that all creative and marketing execution follow the process e.g. creative brief, storyboard, refinements as per schedule, approvals, execution, and feedback.
Key tasks
- Culinary: Drive agenda for LTO and menu innovation execution with local Culinary, Operations and Supply Chain/Procurement teams.
- Generating creative content: Coordination of internal designers and external vendors to execute copywriting, photoshoots, video shoots necessary for
a) Creative content: social media posts, stories etc. + offline content like DMBs, physical menus, collateral etc.
b) Viral content that gets reach organically with minimal
c) Real time content i.e. responses/reactions to events around us, to ensure brand connect
d) Online content moderation: Maintaining the social media presence of Wimpy on the top channels (Google Maps, Social Media, App & Aggregators, Loyalty Apps, Website) ensuring that all brand data is updated and communication posts are done atleast 2x per week.
e) Pricing: Ownership of the pricing strategy of Wimpy, with the local RM/Finance teams.
f) Performance tracking: Full ownership of the tracking of marketing activities and its impact on sales & transactions. Ability to calculate ROI, make decisions to improving ROI and provide full transparency to Country GM/Brand Director
g) Consumer Feedback: Full accountability for gathering customer feedback from existing systems (Guest Experience Survey, Talabat and Google Maps) on weekly basis and providing summary of observations to Operations. (Improvement/actions based on feedback will be the responsibility of Operations team)
h) Preparation of launch of new stores, ensuring engagement with local communities & long lines on opening day
i) PR and 3rd party B2B collaborations to drive brand level awareness
j) Local store marketing, events, gatherings and additional revenue sources at a store level
Education:
- BS/BA degree in a business-related function
Experience & Skills:
- 8 years experience in Marketing, in brand(s) that is renowned for great brand recognition and top of mind.
- Excellent English communication. Proficiency in Arabic language is an advantage.
- Very good verbal and written communication skill. The ability to speak and think with clarity.
- Problem-solving skills the ability to see solutions and to focus on resolution, without any distraction.
- Analytical thinking the mental model to seek data and drive data driven decisions. No space of feelings or anecdotes.
- Lead Through Influence practitioner of situational leadership techniques and exerting influence without authority.
- Coaching and Mentoring fundamental heart for developing and growing individuals to achieve their peak potential.
