Brand Manager – Pizza Planet

Reports To: Managing Director

Supervises:

• Internal: Branch teams
  
• External: Service providers (repair & maintenance, pest control, utility/fuel suppliers, etc.), Marketing Agency

Interacts/Interfaces with:

• Direct: All Heads of Departments, Executive Management Team
  
• Indirect: Entire corporate and outlet staff, Commercial partners & sponsors, Product & raw material suppliers, Vendors/service providers, Regulatory authorities

Job Purpose

To develop and execute brand strategies for the quick-service food division, ensuring consistent messaging, maximizing market share, achieving sales and profitability targets, increasing brand awareness, driving customer acquisition, and enhancing customer retention. The role requires close collaboration with retail outlets and the third-party marketing agency, overseeing promotional activities, and ensuring the brand's identity is consistently represented across all channels.

Strategic Responsibilities

• Develop and implement a comprehensive brand strategy to increase market share and customer loyalty.
• Conduct market research to identify customer preferences, competitor activities, and emerging trends.
• Oversee the creation of advertising campaigns, promotions, and product launches.

Operational Responsibilities

• Collaborate with the product development team to innovate menu offerings based on customer insights.
• Ensure brand consistency across all outlets and marketing materials.
• Manage relationships with the marketing agency, vendors, and other external stakeholders.

Key Performance Indicators (KPIs)Brand Awareness

• Target brand recognition rate: 75% within the first year.
• Customer engagement on social media: Increase followers by 100% per quarter. Target 10,000 followers on short-form video platforms and 5,000 on photo-sharing platforms in the first year.

Customer Acquisition

• Conversion rate from marketing campaigns: 10%.

Sales Performance

• Monthly sales targets: Achieve a minimum of 3% sales growth month-on-month and an Average Order Value (AOV) equivalent to standard premium meal tiers.

Customer Retention

• Customer satisfaction score: Maintain an average score of 4.5 out of 5.
• Repeat customer rate: 30% month-over-month growth.

Market Share

• Achieve market penetration of 30% among the defined core competition set in the first year.

Customer Engagement

• Social media engagement rate: Maintain above 5%.
• Customer satisfaction score: Achieve a minimum of 90% positive feedback across all active outlets.

Campaign Effectiveness

• ROI on advertising campaigns: Minimum of 100%.
• Conversion rate from promotions: Achieve at least 20%.

Activities to Help Achieve Key Performance IndicatorsDaily

• Sales performance: Review daily revenue and transaction data for the food service counters to implement appropriate interventions.
  
• Monitor campaigns: Track social media performance (impressions, engagement) daily. Ensure brand consistency and oversee daily marketing activities.
  
• Stay ahead: Adjust digital advertising efforts dynamically if lagging behind targets and conversion metrics.
  
• Competitor Checks: Briefly scan immediate competitor activities to adapt or differentiate active campaigns.

Weekly

• Review of Data: Hold a weekly meeting with the commercial team to assess digital media performance. Analyze weekly sales reports and prepare insights.
  
• Reporting: Analyze and summarize key weekly metrics and prepare actionable briefs.
  
• Campaign Adjustments: Optimize running digital campaigns based on week-over-week data trends.

Monthly

• Review of Data: Review comprehensive monthly reports covering sales figures, transaction data, customer satisfaction scores, and marketing ROI.
  
• Strategy Meetings: Adjust brand and digital marketing strategies based on analyzed KPI performance. Plan and prepare monthly brand strategy updates for the Managing Director.
  
• Customer Feedback: Compile and analyze customer survey data to fine-tune brand messaging and promotional tactics.
  
• Market Trends: Conduct regular competitor analysis and present recommendations for continuous improvement.

Responsibilities / Key Deliverables

1. Brand Strategy and Positioning

• Develop & Refine the Vision: Prepare a comprehensive brand strategy that aligns with the business’s overall objectives. Establish clear goals for market positioning, target audience identification, and messaging that distinguishes the division from competitors.
  
• Consistency Across Units: Ensure that every retail outlet carries a consistent brand identity. This includes logos, color schemes, tone of voice, and the overall customer experience.

2. Integrated Marketing and Advertising

• Campaign Management: Design and manage campaigns that run across diverse channels such as digital, social media, local events, and traditional advertising.
  
• Promotion Planning: Oversee seasonal promotions, limited-time offers, and regional campaigns tailored to local demographics without diluting the overall brand message.
  
• Digital Presence: Leverage SEO, social media, email marketing, and digital collaborations to increase brand reach and engagement.

3. Customer Experience and Engagement

• Consistent Service Standards: Work closely with branch management teams to ensure an excellent customer service experience.
  
• Feedback Systems: Monitor customer feedback and review systems to continually refine operational service delivery.

4. Cross-Functional Collaboration

• Internal Team Alignment: Collaborate with product development, operations, and finance to ensure that marketing efforts align with product innovations and operational capabilities.
  
• Local Adaptability: Engage with branch managers to understand market-specific insights and adjust strategies so that corporate initiatives successfully translate at the unit level.

5. Performance Monitoring and Reporting

• KPI Tracking: Identify and regularly review key performance indicators (KPIs) like sales figures, customer acquisition metrics, and campaign ROI.
  
• Data-Driven Decisions: Use analytics to understand which campaigns work, where improvements are needed, and how competitors are performing.
  
• Regular Reporting: Provide detailed performance reviews and updates to senior management, ensuring that data-driven insights drive future strategy adjustments.

6. Training and Support

• Brand Standards Training: Develop training programs and materials to guide unit managers and front-line staff on brand values, customer engagement, and service standards.

7. Crisis Management & Brand Protection

• Reputation Management: Maintain preparedness to manage any public relations crisis or critical customer service issues that may affect the brand’s market reputation.

8. Budget Management and Vendor Coordination

• Budget Oversight: Prepare, manage, and adjust marketing budgets to ensure the effective allocation of financial resources across all promotional and branding activities.
  
• Vendor Partnerships: Coordinate with external marketing agencies, vendors, or local marketing partners. Ensure that these collaborations align with the brand vision and deliver measurable financial results.

Person Specification

Education & Training

• Bachelor's degree in Marketing, Business Administration, or a closely related field.
• Demonstrated problem-solving, organizational, analytical, and business management skills.
• Computer literate: Full proficiency in standard corporate productivity suites (Word, Excel, PowerPoint).
• Minimum of 3 years of experience in brand management or marketing, preferably within the hospitality, food and beverage, or FMCG sectors.
• Proven track record of executing successful brand management and multi-channel marketing campaigns.

Skills & Experience

• Strong analytical skills for interpreting complex market and consumer data.
• Excellent communication, reporting, and presentation skills.
• Proficiency in modern digital marketing tools and social media analytics platforms.
• Ability to work effectively under pressure and reliably meet tight deadlines.
• Strong project management and corporate organizational skills.
• Natural aptitude for cross-functional team collaboration.

Business Behaviours

• Creative and innovative mindset with a passion for brand storytelling.
• Strong leadership qualities and team management abilities.
• Adaptable and able to thrive in a fast-paced retail/operational environment.
• Passionate about the Industry: Must genuinely enjoy and understand the fast-moving food and retail business environment.
• Detail-oriented and results-driven: Welcomes accountability, performance metrics, and being evaluated by clear financial results.
• Proactive Initiator: A self-starter with the ability to foresee market shifts and grasp commercial opportunities.
• Self-Reliant: Ability to operate independently, create sustainable networks, and build key business relationships.
• Strategic Thinking: Understands the current operational state and can visualize the ideal future state along with the steps required to achieve it.

How to Apply:

All applications will be received and reviewed through the BrighterMonday Portal by clicking on the 'Apply Here' section