General Manager – Marketing and Branding

Job Description

Position Summary:
The General Manager of Marketing and Branding will be responsible for overseeing and executing the marketing strategies for our chicken-focused QSR brand. This role requires a forward-thinking and creative leader who can successfully position the brand in competitive markets, launch new campaigns, and ensure that all marketing initiatives align with the brand’s global identity. The General Manager will drive customer engagement, brand awareness, and sales growth across all channels by developing impactful marketing campaigns and overseeing the execution of innovative strategies.

Key Responsibilities:
Brand Positioning & Strategy:
Develop and implement comprehensive brand positioning strategies to elevate the company’s brand presence in both established and new markets.
Oversee brand consistency across all customer touch points, ensuring alignment with the global brand vision while adapting to regional and local market nuances.
Lead the development of market research and insights to better understand customer behaviour, preferences, and trends in the chicken QSR segment.

Marketing Campaigns & Initiatives:
Create and execute multi-channel marketing campaigns (digital, traditional, experiential) that drive customer engagement, brand recognition, and sales.
Develop strategic promotional programs, launches, and events to introduce new products and services, ensuring high-impact brand awareness.
Drive integrated marketing strategies that align with company goals, local market demands, and consumer behaviour.

Digital Marketing & Social Media Strategy:
Oversee the digital marketing strategy, including SEO/SEM, content marketing, social media, influencer partnerships, and online advertising.
Foster brand engagement on social platforms and online communities to increase brand loyalty and create a strong digital presence.
Leverage analytics tools to track, measure, and optimize campaign performance and ROI.

Market Entry & Expansion:
Lead the brand launch and entry strategies in new international markets, adapting the brand messaging and marketing strategies to suit local cultures, tastes, and preferences.
Collaborate with regional teams to ensure smooth and effective market penetration and brand establishment.
Monitor competitor activity and market trends to continuously adjust and refine positioning strategies.

Team Leadership & Collaboration:
Lead and manage the marketing team, ensuring the development and execution of high-quality campaigns across various regions.
Work closely with the operations, product development, and sales teams to align marketing strategies with business objectives and product offerings.
Foster a collaborative and innovative environment, encouraging team members to generate fresh ideas and solutions to drive brand growth.

Budgeting & Financial Oversight:
Develop and manage the marketing budget, ensuring efficient allocation of resources across campaigns, channels, and regions.
Analyse marketing expenditures and ensure that programs are executed within budget while achieving key performance goals.

Customer Insights & Brand Research:
Conduct consumer and market research to continuously assess brand perception, consumer preferences, and campaign effectiveness.
Translate data and insights into actionable strategies that enhance brand positioning and drive customer loyalty.

Qualifications:
Experience:
Minimum of 8-10 years of experience in marketing and branding within the QSR, FMCG, or retail industry, with at least 5 years in senior leadership or management roles.
Proven success in launching and positioning brands in international or diverse markets, with a strong understanding of global and local consumer behavior.
Expertise in digital marketing, social media management, and integrated campaign execution.

Skills:
Strong strategic thinking and creative problem-solving abilities.
Exceptional leadership skills with experience managing large teams and cross-functional collaboration.
Excellent communication, presentation, and negotiation skills.
Deep understanding of brand management principles and marketing performance metrics.
Proficiency in analytics tools and marketing software (Google Analytics, social media tools, CRM systems).

Education:
A bachelor’s degree in Marketing, Business Administration, Communications, or a related field (MBA or equivalent is a plus).

Other:
Ability to thrive in a fast-paced, dynamic work environment and manage multiple priorities.
High level of cultural sensitivity and the ability to adapt marketing strategies to different global markets.
Willingness to travel as needed to support marketing initiatives across international locations.

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