Brand & Marketing Manager at So Fresh Neighbourhood Market

Role Summary

• Developing and executing the overall brand and marketing strategy
• Managing brand identity, guidelines, and consistency across all channels
• Overseeing campaign planning, budget management, and ROI tracking
• Leading and mentoring the marketing team (Digital Marketing Officer and Social Media Officer)
• Collaborating with sales and operations to align marketing efforts with business goals
• Reporting on marketing performance to senior leadership.

Job Responsibilities:

Marketing Strategy

• Create marketing strategies to build customer loyalty, brand recognition, increased store footfall and customer satisfaction aimed at driving growth and achieving sales targets
• Lead the development and execution of offline marketing initiatives, including end-to-end activations, campaigns, product launch, and outlet launch to drive awareness, market penetration and customer growth
• Actively collaborate with all internal stakeholders to achieve campaign targets.

Digital Strategy

• Develop and execute an annual Digital Marketing Plan in line with So Fresh strategic objectives and initiatives
• Drive measurable, ROI-focused results by planning and optimizing paid digital campaigns
• Ensure all content deliverables are in line with So Fresh digital brand strategy, brand guide and personality
• Manage the company website to drive visibility, sales, and growth.

PR & Corporate Image Building

• Create and implement PR strategies and initiatives to promote a positive company image and identify opportunities for positive brand messaging
• Monitor public perception, opinions and mentions of the So Fresh brand and amplify the positive sentiments and tactfully counter negative publicity and crisis management
• Produce high quality press releases, newsletter, media kit and related marketing materials that amplify the So Fresh story and build connection with the public and the media.

Business Cycle Management

• Develop and implement marketing strategies and campaigns in line with company’s established business cycle
• Manage the entire process from idea generation to execution, to drive brand awareness, tell the company story and achieve sales target.

Team Leadership & Development

• Lead and manage the marketing department to exceed targets
• Recruit and train the marketing team to ensure their effectiveness and continuous improvement
• Align the marketing team activities with company goals and objectives.

Analytics & Reporting

• Prepare periodic reports on marketing performance to the management
• Create monthly reports on the performance of digital marketing activities against set performance metrics
• Draw meaningful conclusions from activation/campaign data and identify potential opportunities for growth and improvement
• Tracking and reporting on campaign performance, ROAS, and conversion metrics
• Forecast marketing campaign growth and return on investment.

Qualification & Requirements:

• BSc/BA in marketing, communications or relevant field
• 7 years plus cognate experience in Digital Marketing & Brand Management
• Minimum of 2 years’ experience in management capacity
• Proven experience in performance marketing
• Marketing experience in retail, food and related sectors is an added advantage
• Excellent understanding of digital marketing concepts and best practices
• In-depth understanding of Inbound, Outbound and Influencer marketing
• Experience with B2C, social media, Google AdWords, Keyword Planner, email marketing and SEO/SEM
• Practical knowledge of analytics tools and the ability to set up tracking/reporting mechanisms to capture key business metrics
• Proficiency with design tools e.g. Canva, Photoshop, Adobe, Inshot, Figma etc
• Demonstrated communication skills in liaising with internal and external stakeholders.