Job Description

The Brand Manager for OK Franchise is responsible for building and executing the brand strategy across all OK Franchise formats, including OK Foods, OK MiniMark, OK Express, OK Urban, and OK Grocer. This role will translate business objectives into compelling marketing and communication strategies that drive sales, increase brand equity, and strengthen customer loyalty. It requires a balance of strategic thinking, creative execution, operational coordination, and cross-functional collaboration. The Brand Manager will play a pivotal role in supporting franchisee success by tailoring campaigns that reflect local market needs while ensuring brand consistency. This includes budget management, campaign development, stakeholder engagement, and data-driven performance analysis.
Job Advert Details
Job Category Marketing
Job Objectives
Brand Strategy & Development

• Develop, implement and manage the annual brand strategy for OK Franchise in alignment with national marketing goals.
• Shape brand positioning, architecture, and visual identity across all customer-facing platforms.
• Support the launch of new business ventures and store formats by developing brand strategy, naming, and positioning frameworks.
• Ensure the brand remains relevant and differentiated through continuous innovation and market responsiveness.
• Translate strategic business goals into integrated marketing communication plans.

Marketing Campaign Management

• Lead the development and rollout of 360 marketing campaigns across ATL, BTL, digital, social media, and in-store channels.
• Ensure that promotional campaigns are designed to drive traffic, increase basket size, and build customer loyalty.
• Partner with internal stakeholders, creative agencies, production teams, and media buyers to execute campaigns on time and within budget.
• Develop seasonal promotional calendars and coordinate execution across all touchpoints.
• Oversee the integration of Count On! Card loyalty program into key campaigns and customer journeys.

Digital & Social Media Leadership

• Oversee the social media strategy and ensure a cohesive digital brand presence that reflects campaign priorities and customer engagement goals.
• Monitor performance across platforms and optimize content and media mix accordingly.
• Guide content creation, paid media management, and influencer engagement as part of broader digital efforts.
• Ensure digital platforms support promotional goals, store-level communications, and franchisee participation.

Market & Customer Insight

• Commission and analyse customer and market research to guide campaign messaging, media selection, and store-level targeting.
• Stay abreast of shopper trends, regional differences, and customer preferences across different franchise formats and territories.
• Maintain a close watch on competitive activity, category dynamics, and retail innovations to keep OK Franchise top-of-mind and ahead of the curve.

Stakeholder & Franchisee Engagement

• Build strong relationships with franchisees, supporting their participation in campaigns while offering tools to drive local execution.
• Partner with Buying, Operations, PR/CSI, and Finance teams to ensure campaign alignment and performance tracking.
• Collaborate with internal creative and external agencies to deliver high-impact communication and branding materials.
• Act as a brand ambassador within the business, championing brand consistency, customer focus, and marketing innovation.

Budget & Performance Management

• Manage the end-to-end marketing budget for OK Franchise, including planning, tracking, forecasting, and reporting.
• Ensure efficient use of marketing funds across channels and campaigns, with a focus on ROI and cost-effectiveness.
• Provide monthly marketing reports and contribute to financial reviews and performance updates.
• Measure campaign effectiveness using data analytics, sales performance, and post-campaign analysis.

Team & People Leadership

• Lead and mentor team members. promoting a collaborative and high-performance culture.
• Drive the marketing team's contribution to the overall "people agenda" including learning, development, and engagement.
• Model proactive and positive leadership in line with the values of the Shoprite Group.

Qualifications

• Degree in Marketing, Brand Management, Communications, or related field. (essential)
• Postgraduate Degree (preferred)

Experience

• 5+ years' experience in brand or marketing management within a retail, FMCG, or franchised environment environment with advanced knowledge and experience with complex project delivery success - (essential).
• Solid experience building and good relationships including Executive level stakeholders - (essential).
• Proven track record of developing and executing successful integrated marketing campaigns.
• Experience managing external agencies and internal cross-functional teams.
• Familiarity with marketing across diverse African markets is advantageous.

Knowledge and Skills

• Strong analytical and communications skills, creative thinking and a deep understanding of consumer behavior - (essential)

• Solid leadership of multi-disciplined/skilled delivery teams - (essential)
• Proven track record of developing and executing successful integrated marketing campaigns.
• Familiarity with marketing across diverse African markets is advantageous.