Marketing Director at Westfield Consulting

Job Purpose

• To implement and coordinate marketing strategies towards achieving the long-term growth and profitability objectives of the business.
• Responsible for developing and executing marketing strategy to drive incremental growth, customer engagement, and sales performance across all its brands.
• This role oversees multi-channel marketing campaigns, digital marketing, brand partnerships, and customer insights to grow market presence.

Key Responsibilities
Development and Implementation of Marketing Strategies:

• Monitor effective utilization of brands marketing budget to achieve the set objectives
• Oversee design and implementation of comprehensive marketing strategies in creating awareness of the company’s business activities
• Build and communicate a comprehensive growth marketing plan that aligns with our revenue goals and overall business strategy
• Oversee planning and execution of campaigns for corporate promotion, launching of new product lines etc.
• Build Strategic Partnership with external parties such as the media, Stakeholders and potential clients
• Integrate selected brand communication on behalf of the company
• Ensure our customers get to their 'AHA' moment quicker, churn is kept low and LTV is increased by developing and executing customer retention strategies.
• Monitor industry trends and competitive landscape to identify new opportunities for growth.
• Coordinate relationships with creative agency partners as well as cross-functional teams and external vendors.
• Oversee the digital marketing strategy, including website management, social media, email marketing, and online advertising.
• Leverage data analytics to track campaign performance and make data-driven decisions.
• Ensure brand consistency and adherence to brand guidelines throughout the franchise network.
• Develop localized marketing strategies and campaigns that cater to specific markets while maintaining brand integrity
• Develop and implement customer loyalty programs and CRM strategies.
• Monitor customer feedback and use insights to improve the overall customer experience.

Product/Brand Innovation and Development:

• Lead cross-functional innovation teams to drive agreed innovation projects as it applies to products and store locations ensuring alignment to brands’ vision
• review Brands’ prices in line with the company pricing policy and market realities to ensure brand profitability, recommend appropriate price, and cost structure adjustments
• Oversee planning, coordination, execution, and attendance of conferences, seminars, Fairs, exhibitions and any other events
• Collaborate with product development teams to introduce new menu items and promotions.
• Ensure effective marketing of new offerings to drive sales.

Strategic Direction and Leadership:

• Control budget and allocates resources towards all projects
• Monitors progress, reviews and approves performance reports
• Supervise marketing department and provide guidance and feedback to other marketing professionals
• Engage in the achievement of Goals & Objectives in line with the company’s vision, mission and values.
• Ensure company conducts its business in full compliance with all national, international laws, and regulations that pertain to QSR, as well as professional standards, accepted business practices, and internal standards
• Work closely with franchisees to provide marketing support, resources, and guidance.
• Manage relationships with advertising agencies and media partners
• Build and lead a high-performing marketing team, providing mentorship and guidance
• Foster a culture of creativity, innovation, and collaboration.

Key Performance Indicator

• Achievement of Company Sales, EBITDA, GP, PAT targets
• Achievement of the Marketing Division’s budget/targets/objectives
• Achievement of Individual Personal Development Plans.

Requirements

• A good First Degree in Social / Management / Physical Sciences
• Possession of a Post graduate degree in Marketing/Business Administration or related degree is an added advantage
• Membership of the NIMC, APCN, AAN, or any other related professional qualification is required.
• Minimum of 12-15 years Marketing hands on work experience in a similar role in a related industry (FMCG/QSR).

Knowledge:

• Knowledge in identifying target audiences creatively devising and leading across channels marketing campaigns that engage, educate and motivate
• Basic working knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
• Up-to-date with the latest trends and best practices in online marketing and measurement
• Familiarity with Customer Relationship Management and Content Management System software
• Knowledge of traditional and digital marketing tools
• Knowledge of research methods; data analytics software
• Ideation and marketing strategy development
• Progressive experience in brand marketing; QSR, FCR, or Retail preferred
• People management experience with a proven track record of coaching and developing high-performing cross functional team with a keen eye for talent and a passion for diversity, inclusion, & belonging
• Proven track record of developing brand strategy, building campaigns, and executing marketing plans that drive tangible business result
• Demonstrated initiative, critical thinking, decision-making, and problem-solving skills, with the ability to thrive in a fast-paced, dynamic environment
• Ability to influence senior leaders in the organization and across different cross-functional groups
• Ability to lead cross-functional teams with members from all levels of the organization with multiple projects running simultaneously across multiple international markets
• Experience leading analytics and performance marketing or product teams