Senior Marketing Manager

1 week ago


Sharjah, Sharjah, United Arab Emirates Americana Restaurants Full time

Purpose of the role:
A disruptive fast casual burger chain, in the Americana Restaurants Portfolio, is seeking a seasoned Senior Marketing Manager.

He/she is responsible for his/her country and is the custodian of the brand perception, communication and all aspects of driving transactions.

In addition, he/she will be proportional owner (with operations) of the profitability and overall financial performance of the chain.

Scope of Management:

Region:
UAE & Kuwait + Supervisory role in EgyptSales: ~USD 15 Million per yearDirect reports: 3Key responsibility areas:Refining the Brand Vision (10% of time)

Gathering:

Ability to use surveys, in-store polls and other direct/indirect methods to gather customer insightsAbility to use data gathering and insights to support the Country GM & Brand Director to refine the fast casual positioning of Wimpy to be customized and tailored for Egypt.

Strong candidates will also contribute to setting the overall 1 year/3year strategy of the brand, balancing learnings from operations and customer behavior and translating them to focus areas for 12 – 36 months.

Strategy & Planning (30% of time)

Planning:
Developing structured calendars and execution plans to bring the brand positioning to life.

This includes year menu innovation calendars, quarterly LTOs and brand campaigns, and all further broken down into weekly specific actions on each channel while managing our monthly marketing budgets.


Planning:
Developing the menu categories to position Wimpy for greater customer love and higher profitability, leading to faster growth.

Planning:
Skillful in creating detailed execution plan for specific complex tasks like creative shoots with external agencies, execution of price changes that affect all channels, management of social media competitions etc

Execution:
(60% of time)Verbal fluency is the cornerstone of creativity. The individual will be able to write very good copy, being witty, able to capture the spirit of the brand and marry it to the need state of consumers. Bi-lingual (En/Ar) is a must.

discipline:
Ability ensure that all creative and marketing execution follow the process e.g. creative brief, storyboard, refinements as per schedule, approvals, execution, and feedback.

tasksGenerating creative content:
Coordination of internal designers and external vendors to execute photoshoots, video shoots, social media posts/stories etc + offline content like digital menu boards, physical menus, collateral etc

Content moderation:
Maintaining the social media chatter with quick, high-ownership, on-brand responses

Pricing:
Co-ownership of the pricing strategy of Wimpy, with the local RM/Finance teams

Culinary:
Co-ownership of the LTO and menu innovation execution with local Culinary & Operations teams

Performance tracking:
Full ownership of the tracking of marketing activities and its impact on sales & transactions.

Ability to calculate ROI, make decisions to improving ROI and provide full transparency to Country GM/Brand DirectorConsumer Feedback:

Full accountability for gathering customer feedback from existing systems (Guest Experience Survey, Talabat and Google Maps) on weekly basis and providing summary of observations to Operations.

(Improvement/actions based on feedback will be the responsibility of Operations team)

Qualification & Experience:

Education: Bachelor's Degree Experience & Skills: 10-12 years' experience in Marketing, in brand(s) that is renowned for great brand recognition and top of mind.

Very good command of English. Proficiency in Arabic language is preferred.
Very good verbal and written communication skill. The ability to speak and think with clarity. Problem-solving skills – the ability to see solutions and to focus on resolution, without any distraction. Analytical thinking – the mental model to seek data and drive data driven decisions. No space of feelings or anecdotes. Lead Through Influence – practitioner of situational leadership techniques and exerting influence without authority. Coaching and Mentoring – fundamental heart for developing and growing individuals to achieve their peak potential.
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