| Job Objectives | Brand Strategy & DevelopmentDevelop, implement and manage the annual brand strategy for OK Franchise in alignment with national marketing goals.Shape brand positioning, architecture, and visual identity across all customer-facing platforms.Support the launch of new business ventures and store formats by developing brand strategy, naming, and positioning frameworks.Ensure the brand remains relevant and differentiated through continuous innovation and market responsiveness.Translate strategic business goals into integrated marketing communication plans.Marketing Campaign ManagementLead the development and rollout of 360° marketing campaigns across ATL, BTL, digital, social media, and in-store channels.Ensure that promotional campaigns are designed to drive traffic, increase basket size, and build customer loyalty.Partner with internal stakeholders, creative agencies, production teams, and media buyers to execute campaigns on time and within budget.Develop seasonal promotional calendars and coordinate execution across all touchpoints.Oversee the integration of Count On! Card loyalty program into key campaigns and customer journeys.Digital & Social Media LeadershipOversee the social media strategy and ensure a cohesive digital brand presence that reflects campaign priorities and customer engagement goals.Monitor performance across platforms and optimize content and media mix accordingly.Guide content creation, paid media management, and influencer engagement as part of broader digital efforts.Ensure digital platforms support promotional goals, store-level communications, and franchisee participation.Market & Customer InsightCommission and analyse customer and market research to guide campaign messaging, media selection, and store-level targeting.Stay abreast of shopper trends, regional differences, and customer preferences across different franchise formats and territories.Maintain a close watch on competitive activity, category dynamics, and retail innovations to keep OK Franchise top-of-mind and ahead of the curve.Stakeholder & Franchisee EngagementBuild strong relationships with franchisees, supporting their participation in campaigns while offering tools to drive local execution.Partner with Buying, Operations, PR/CSI, and Finance teams to ensure campaign alignment and performance tracking.Collaborate with internal creative and external agencies to deliver high-impact communication and branding materials.Act as a brand ambassador within the business, championing brand consistency, customer focus, and marketing innovation.Budget & Performance ManagementManage the end-to-end marketing budget for OK Franchise, including planning, tracking, forecasting, and reporting.Ensure efficient use of marketing funds across channels and campaigns, with a focus on ROI and cost-effectiveness.Provide monthly marketing reports and contribute to financial reviews and performance updates.Measure campaign effectiveness using data analytics, sales performance, and post-campaign analysis. Team & People LeadershipLead and mentor team members. promoting a collaborative and high-performance culture.Drive the marketing team’s contribution to the overall “people agenda” including learning, development, and engagement. |
July 11, 2025