Job Description

The Locality Marketing Manager is responsible for:

• Collaborate with Brand Marketing teams to define and align LSM strategies with best practices to achieve Brand objectives.
• Educate, coach, and disseminate LSM best practices to Brand teams to ensure a consistent approach and effective execution.
• Driving creative excellence and best practice in LSM templates and executions across all LSM media and channels including the following: traditional local paid media (OOH, print, radio), localised digital and social media, promotional collateral, local sponsorships, community support, events, activations etc.
• Ensure the quality and consistency of LSM executions throughout the business, upholding a uniform standard of excellence.
• Monitor trends and innovations related to Locality Marketing and present relevant insights to the Brand teams
• Collaborate with Brand teams to enhance the efficacy of LSM campaigns through the development, analysis, and tracking of appropriate measures and KPIs, both for individual LSM initiatives and the responsible BTL Agency.
• Optimise the Brands' LSM Franchisee Ordering Platforms and LSM toolkits to maximise the use of these by our franchise partners
• Manage the relationship with the BTL Agency team responsible for LSM services to franchise partners, ensuring timely delivery of high-quality work and enhancing franchisee satisfaction.
• Drive production quality and cost efficiencies by routinely assessing preferred suppliers, benchmarking costs, and upholding quality standards.
• Assist Brands in customizing LSM toolkits to address specific challenges faced by different restaurant segments or region
• Consult with Regional Franchise Managers when necessary to tailor local plans to unique local market conditions.

Support Brands in devising initiatives to boost positive user reviews for restaurants on platforms like Google.
Improve the adoption, quality, and impact of local database communications (CRM) by franchisees by ensuring the Brands are offering a broad range of CRM template campaigns that are consistently updated and evaluated.

Skills and Attributes

• Ability to manage, organise and prioritise
• Proactive, with a proven track record of taking ownership and driving results
• Highly numerate and analytical, committed to measuring results to drive learnings and continuous improvement
• Excellent computer literacy (inclusive of PowerPoint and Excel skills)
• Excellent interpersonal skills and ability to effectively communicate at all levels
• Ability to lead and influence teams that are not direct reports
• Ability to think both strategically and tactically with exceptional attention to detail
• Excellent ability to evaluate the quality of creative work in order to achieve the objectives
• Highly self-motivated and energetic
• Multi-task orientated
• Team player

Qualifications and Experience

• Tertiary qualification required. Preferably Marketing or Communications related.
• Some Extensive experience in managing locality marketing/local store marketing for a business with multiple stores
• Experience in the franchising industry preferred
• Minimum of 7 years of experience in a Marketing role
• Good knowledge of the range of locality marketing channels (e.g. local OOH, print, radio, localised digital and social media, promotional collateral, CRM, local sponsorships, community support, events and activations)

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