Marketing Lead

Relocation Note: This is an onsite role and requires relocation to Riyadh, Saudi.

Role Purpose:

To excite and delight consumers of all ages with brands that matter via:

• Lead Brand Strategy Implementation
• Implement Marketing Campaigns and Key Marketing Programs
• Manage Marketing at KSA Country Level
• Optimize Marketing Budget and Maximize ROI
• Develop Actionable Insights from Business, Market and Consumer Data
• Manage Relationships with Internal and External stakeholders
• Lead, Motivate, Engage & Develop Team Members

Key Responsibilities:

Brand Strategy Implementation

• Build brand affinity at the market level based on deep understanding of consumer behavior & latest market trends.
• Identify key growth pillars and develop annual marketing plans in-line with annual operating plans.

Implement Marketing Campaigns and Key Marketing Programs

• Implement Marketing initiatives in line with aligned annual market development plans.
• Develop communication plans, activations and promotions and deploy/coordinate for flawless execution of the campaigns.
• Implement an effective media strategy and media plans maximizing ROI.
• Collaborate with Brand Marketing and Operations Teams to ensure all campaigns are aligned on time and properly executed.
• World class execution of the regional campaigns at the store level & on ground activations while amplifying through digital channels.
• Tracking & measuring the marketing campaigns performances & being able to capture & articulate clear insights on key learnings & way forward.

Manage Marketing at a Country Level

• Act as Sales & Operations Planning Brand Leader: forecast accuracy, cannibalization and boost plans implementation
• Assure pricing windows implementation and track government pricing dynamics.
• Local marketing budget control and management.
• Develop a complete LSM playbook considering local and actionable consumer insights, e.g. key dates/holidays, core consumer groups and core events, menu costing and profit reports by market.
• Assure new openings activation playbook implementation.
• Responsible for the successful rollout of the marketing\delivery campaigns locally.
• Responsible for local social media calendar, capitalizing on local occasions and trends.

Develop Actionable Insights from Business, Market and Consumer Data

• Recommend actions based on analysis/create contingency plans to ensure keeping business on track.
• Keep abreast of global and local market trends & competitor developments.
• Input insights into brand and innovation plans.
• Competition tracking per market: LTOs, Pricing, LFL Sales, # Openings.
• Sound the voice of consumer within the organization through reflecting understanding of consumer insights.

Optimize Marketing Budget and Maximize ROI

• Plan, manage and monitor marketing budget (with scarcity mind-set).
• Timely budget commitments and approvals.
• Budget planning by activity & media channel with focus on digital media.

Off-Premises Focus

• Delivery plan & menu rationalization by channel for own assets vs aggregators.
• Curbside & Car hop plan to maximize traffic.
• CRM & market segmentation to retain & regain our customers.
• Leveraging VOC tool to capture insights.
• Digital media planning.

Manage Relations with Internal and External Stakeholders

• Establish goals, objectives and strategies for task/project.
• Working with different key stakeholders: delivery team, supply chain, tech, development, call-center, etc.
• Co-lead agency and vendor relationships to tailor content/LTOs and engagement plans to local customer needs.

Lead, Motivate, Engage & Develop Team Members

• Build and develop a high performing, cross functional team that can bridge numerous internal and external challenges and stakeholders.
• Ensure effective on-boarding of new employees.
• Ensure employee engagement through regular and thorough communication and recognition.
• Manage performance daily and conduct performance and development reviews.

Experience, Qualification & Skills:

• Bachelor's degree in marketing, digital, sales or any related field.
• Fluency in English and Arabic.
• 8-10 years mandatory experience in Marketing at Quick Service Restaurant industry.
• Strong understanding of the Saudi market (has worked in Saudi), consumer behavior and product pricing.
• Strong digital experience and hands-on experience in strategy building and execution.
• Proficient with Word, Excel, PowerPoint.
• Strong communication skills, with the ability to work under pressure and experience working on complex projects.
• Strong cross-functional experience with the ability to manage multiple projects on various levels.
• Strong ability to work independently and cooperatively in an ambiguous team environment to achieve goals.

Role requires regular travel within the region with international travel beyond the region required from time to time.