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Marketing Manager
15 hours ago
This role will be responsible for managing brand perception, communication strategies, and all initiatives aimed at driving transactions in UAE. In collaboration with the operations team, the role will also involve co-owning the brand's profitability and overall financial performance.
The ideal candidate will have a strong understanding of marketing principles and strategies, as well as excellent communication and project management skills. They will be able to work independently and collaboratively as part of a team, and have a proven track record of delivering results-driven campaigns.
Responsibilities:
- Data Gathering: Ability to use surveys, in-store polls and other direct/indirect methods to gather customer insights.
- Thinking: Ability to use data gathering and insights to support the Senior Marketing Manager to refine the fast casual positioning of Wimpy to be customized and tailored for Kuwait.
- Calendar 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.
- Menu Planning: Developing the menu categories to position Wimpy for greater customer love and higher profitability, leading to faster growth.
- Project 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.
Key Tasks:
- Culinary: Drive agenda for LTO and menu innovation execution with local Culinary, Operations and Supply Chain/Procurement teams.
- Generating creative content: Coordination of internal designers and external vendors to execute copywriting, photoshoots, video shoots necessary for:
- Viral content that gets reach organically with minimal effort.
- Real time content i.e. responses/reactions to events around us, to ensure brand connect.
- Online content moderation: Maintaining the social media presence of Wimpy on the top channels (Google Maps, Social Media, App & Aggregators, Loyalty Apps, Website) – ensuring that all brand data is updated and communication posts are done at least 2x per week.
- Pricing: Ownership of the pricing strategy of Wimpy, with the local RM/Finance teams.
- Performance tracking: Full ownership of the tracking of marketing activities and its impact on sales & transactions. Ability to calculate ROI, make decisions to improve ROI and provide full transparency to Country GM/Brand Director.
- Consumer 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.
- Preparation of launch of new stores, ensuring engagement with local communities & long lines on opening day.
- PR and 3rd party B2B collaborations to drive brand level awareness.
- Local store marketing, events, gatherings and additional revenue sources at a store level.
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