Brand Manager: Category Usage Occasions - KFC

Key Responsibilities

• Innovating, ideating, planning, executing, and managing robust branding strategies, project lifecycles, and initiatives that translate into impactful communication based on a solid understanding of consumer insights, audience relevancy and a deep knowledge of audience culture, needs, and trends relating to -
  • Core Individual & Sharing Meals
  • Breakfast
  • Snacking
• Developing holistic marketing brand strategies to secure growth and to position brands appropriately within a 3 to 5 year calendar focus
• Collaborating with internal and external stakeholders across organisations to implement sector plans which include -
  • New product launches         
  • Pricing
  • Local store marketing           
  • National in-store training
  • Financial analytics  

• Ensuring brand survival through remaining constantly aware of consumer behaviour changes
• Executing critical thinking while analysing and interpreting financial analytics, quantitative and qualitative research reports, and market intelligence and integrating knowledge gained into new and existing planning, product positioning, and strategic development
• Monitoring and tracking Brand Health Performance in conjunction with the consumer insights team and understanding the implications of measures and needs to be changed to correct courses.
• Employing an ingrained understanding of media and media analytics into the creative execution of public relations initiatives, advertising campaigns (TV, radio, out-of-home, African Language Stations, Digital, and Social activations).
• Consistently remaining informed of competitor behaviour and customer behaviour trends
• Establishing clear lines of communication and confidently engaging with stakeholders at all levels.
• Delivering optimal ROI for the business through partnering with creative and media teams to ensure timely and efficient implementation of campaigns.
• Managing of innovation pipeline projects through cross-functional collaboration and monthly alignment with senior managers and executive business leaders.
• Compiling, implementing, monitoring and managing budget spend 

People Leadership

• No direct reports

Stakeholders

• Internal: Marketing Manager Core, Marketing Director, CMO, Executive Team, Marketing, Development, IT, Ops and Finance.
• External: Ogilvy, Mindshare, Franchisees, Local Store Marketers

Requirements:

Education

• Tertiary degree level qualification, majoring in Marketing or business-related discipline preferred. 
• Postgraduate qualification preferred

Experience

• 5+ years of business experience, with a minimum of 2 years of brand management experience
• Team leadership responsibility in a Consumer Products Company, preferably R1bn+ in size; Retail, service and/or multi-outlet industry highly regarded
• Experience in corporate and/or strategic planning, branding, advertising, sales promotion, product development, pricing, market research, excellent communication and influencing skills
• High work ethic with the ability to work under pressure and overcome adversity