Marketing Manager

Position Purpose

To lead development and execution of the annual brand plan in conjunction with the Head of Marketing to achieve growth in Franchise Partner and business profitability, total sales growth and Franchise Partner engagement. This includes providing leadership and counsel in support of the Head of Marketing across brand and cross-brand initiatives.

Key Accountabilities                                                                       

·  Strategic

•   Contribute to development of the annual brand strategy and plans, priorities and metrics in conjunction with the Head of Marketing
•   Lead the Product, Campaign and Development initiatives for the brand across all consumer and Franchise Partner touchpoints
•   Lead brand customer research and segmentation initiatives and champion across all brand initiatives
•   Maintain up-to-date understanding of brand performance metrics and consumer insights to provide maintain the annual plan or provide counsel to leadership on required adjustments
•   Drive key growth program initiatives (including project management of these projects where appropriate)
•   Support Brand Operations to provide them with relevant tools and information to sure up Brand health and growth requirements (and new sales growth i.e., sales kits)
•   Lead the Brand initiatives for Sustainability/ESG program of events to drive brand saliency and drive growth

Campaign Execution

• To guide and support the execution of the National Campaign Calendar to deliver upon business performance and brand objectives
• To develop and refine the campaign execution processes and channels to achieve improved effectiveness and efficiency
• Guide the product development calendar and processes to deliver products in support of the annual plan and brand development that are duly tested and of high quality
• Ensure that marketing messages are high-quality, powerful, accurate and up-to-date reflections of the brand plan and product roadmap
• Ensure that all products and marketing material are on-brand and conform to legal requirements
• Ensure media investment strategies are providing improved brand health metrics and driving ongoing growth for the brand
• Implements creative designs, while adhering to Gloria Jeans Coffees brand guidelines.

Digital Marketing

•   In collaboration with the HOM and Digital Performance lead, guide and support the development of a cohesive and effective digital strategy across customer touchpoints working with the lead of Digital Performance
•   Ensure ongoing development of our digital platforms and effective execution across each
•   Maintain brand team focus on cohesive customer experience-led campaign execution across all channels to ensure a true omni experience
•   Responsible for monitoring and adjusting our digital executions and channels in line with performance metrics
•   Manage an effective digital Loyalty strategic plan and implementation to build brand growth.

Leadership

• To actively collaborate with the brand General Manager of Operations to effectively and cohesively deliver upon brand initiatives
• Actively collaborate and support across brands to share learnings, successes and opportunities for the business
• To champion the voice of the Franchise Partner and of our customers across all brand activities and business initiatives
• Actively manage the performance, productivity and professional development of team members, encouraging regular feedback from individuals
• Positively represent X, promoting a connected and united focus to all employees, the franchisee community and customers
• To proactively engage with Franchise Partners through FAC and Roadshows to provide confidence and engagement toward alignment of the brand
• To set the example and actively implement our Franchise Partner-first culture within the Brand Team and throughout the business

Local Area Marketing:

• To work closely with the operations and Franchise Partners on coordinating the product to market introduction and menu development process.
• To assist the Head of Marketing with all brand communications, social media and print marketing strategies at both local and national levels.
• To help drive growth and local engagement for Franchise Partners by creating and designing eye-catching, on-brand local area marketing initiatives.
• Build and maintain effective relationships with Franchise Partners and other key internal and external stakeholders.
• To be well-versed in Gloria Jeans Coffees marketing platforms and to constantly look to improve internal processes and procedures.
• To regularly monitor and evaluate competitor activity and industry trends.

Financial

•   Accountable for implementation of the budget and effective allocation of resources to deliver on brand and business objectives
•   Actively champion Franchise Partner profitability as our primary objective in brand executions
•   Manage pricing strategies for the brand with a clear program of events to nurture against market conditions.

General

•   Undertake any other duties required by the Head of Marketing
•   Undertake any other duties necessitated to ensure the effective implementation of brand and campaigns in support of the Brand Team
•   Adherence to of all Company policies and procedures including health and safety
•   Complete any reasonable tasks as requested by your line manager or member of the Executive team
•   Adherence to and enforcement of all Company policies and procedures including health and safety