Job Description
The Regional Marketing Manager provides efficient regional marketing support to the franchise system and corporate business through the execution of national marketing campaigns. Amplify national through regional activities and identify local marketing opportunities to deliver the overall strategy for the region.
Collaborate with the marketing and digital departments to develop and implement a marketing strategy that achieves reach, awareness, sales and provides impactful usage of digital budgets.
Build a strong brand identity on digital platforms via LRM and Regional executions
Minimum Requirements
- Degree or equivalent NQF level 6 qualification (marketing)
- 3 – 5 years’ experience in Field / Trade Marketing
- Driver’s License and Own Vehicle
Knowledge
- Knowledge of marketing principles and concepts (Intermediate)
- Knowledge of Brand Management (Intermediate)
- Knowledge of Franchise management (Advanced)
- Knowledge of consumer trends (Intermediate)
- Knowledge of operations management (Intermediate)
- Knowledge of project management (Advanced)
- Microsoft Office skills (Advanced)
- Knowledge of Budget Management (Intermediate)
Duties and Responsibilities
Regional Marketing Planning
- Manage and implement a regional marketing calendar for the allocated region that is aligned to the South Africa Marketing Strategy as well as the Annual Promotional Calendar
- Oversee the execution of initiatives on the Annual Promotional Calendar and provides support to casas (restaurants) within the allocated region
- Research and recommend a targeted regional marketing plan that includes field events, partner activities, user groups, industry events/tradeshows, establishing local relationships with related associations or communities and executive roundtables
- Develop and implement marketing plans for casa revamps and new casa openings within the allocated region
Regional Marketing Support
- Execute initiatives in line with the Local Marketing guidelines and provides toolkits to the regions
- Drive all marketing activities within their region, verifying the effectiveness of initiatives and ensuring that these are consistent with the South African Brand and Marketing strategy
- Manage the timely execution of the regional marketing plan with heavy emphasis on executing promotional events on a regular basis and supporting sales growth within the casas
- Execute events and other relevant activities in support of the marketing plan
- Obtain approval from the General Manager of Restaurant Marketing for all creative, artwork and marketing material before it is implemented in the region
- Implement all approved regional marketing activities including creative, media, artwork, casa briefs, PR and marketing material
- Verify that all sponsorships and events are approved and are aligned with Brand positioning
- Oversee the consistency and timeous implementation of promotional activity for casas within the allocated region
- Implement an optimal mix of marketing initiatives for the region, identifying the most appropriate messaging and channels
- Order, manage and deliver marketing collateral and other marketing event-related items
- Compile pre- and post-event communications
- Manage project timelines, quality issues, resources, scope of work and budget for marketing projects within the allocated region
- Conduct Brand touch point reviews and compiles scorecards for each casa bi-annual basis to ensure the maintenance of brand standards
Operations Support
- Formulate and implement marketing plans for ICU casas in conjunction with the franchisee, Area Manager and Patrao (Store Manager)
- Conduct SWOT analysis from a marketing perspective to support operations that are not performing
- Understand the feasibility of marketing campaigns within operations in the Region and provide feedback and guidance
- Act as Brand custodian within the region and manage full value chain of delivery and execution of branding materials for events and activities
Budget and Financial Management
- Provide support to the General Manager of Restaurant Marketing with regards to management of the regional marketing budget, including tracking of expenses and budget reconciliation
- Formulate a marketing plan for the year ahead, providing expenses for each month, i.e. monthly spends for storage units, promos and public holidays
- Contribute to the development of the annual and quarterly regional marketing plans as well as the supporting budget
- Manage events budgets, cross-departmental communications and post-event ROI reporting
Records Management and Reporting
- Analyse and report on local marketing initiatives and their effect on customer behaviour within the allocated region
- Contribute to the ongoing assessment of regional marketing performance metrics, evaluating and reporting on regional marketing plan metrics, marketing campaign effectiveness, efficiency metrics, brand metrics and overall ROI for all marketing initiatives
- Monitor competitor activity within the region and provides feedback to the General Manager of Restaurant Marketing
- Conduct monthly presentations on casa marketing activity, results and plans