Belgian Waffle - Head - Marketing

Marketing Head

- Marketing Head of fast-growing QSR chain with pan-India presence

Reports to : CEO & MD

Location : Mumbai

Objective :

- Looking for a seasoned marketing professional who will be responsible for developing brand strategy, drive consumer demand with the objective of growing the top line revenue, gain market share, SSSG targets, increase operating profit.

- The candidate should be a self-starter, motivational, empathetic, should have ability to think on feet, think creatively and have good communication skills.

- This individual should bring fresh strategic thinking to the business and be a key thought partner to the CEO & MD and will report to the CEO and the Board.

Prior qualifications & Competencies Needed :

- Looking for a Post Graduate in Marketing with above 80% academic scores

- Experience of min 7 years in the Marketing field (preference to QSR experience)

- Preferably from FMCG, retail, e-commerce marketing field

- Should demonstrate good organizational abilities, multi-tasking skills, excellent time-management and team management skills.

- Should be able to lead and manage a team.

- Should have excellent marketing skills and good knowledge on brand positioning, brand communication, brand building, new product development & innovation, retail & local outlet marketing, Online marketing on platforms such as Swiggy & Zomato.

- Must be able to work under pressure and on various projects simultaneously and autonomously

- Must have strong negotiation and analytical skills

- Have a go-getter attitude and an entrepreneurial spirit

- Must have effective communication, interpersonal and decision-making skills

- Good design aesthetic, creativity and attention to detail

Responsibilities :

Brand Planning :

- Develop the overall brand marketing strategy and execution plans based on the company's strategy, annual budgets, targets and key focus areas.

- Manage the entire Marketing Mix for both the Restaurant Chain and Packaged Foods business.

- Develop with annual brand marketing calendar, Local Outlet marketing calendar, CRM calendar, Online marketing calendar and Franchisee partner calendar basis brand and company strategy with respective team members.

- Work on end-to-end innovation projects alongside product development team - from market research and conception to market readiness and launch activities for both the Restaurant Chain and Packaged Food business.

- Conceptualise and contribute to the company's "Excellence Initiatives" ; a long term company development strategy on par with best practices in organisations

- Responsible for managing overall marketing budgets.

- Responsible for leading relationships with key internal and external stakeholders ; social media agency, research agency, online partners (Swiggy & Zomato), franchise partners.

- Conduct ROI analysis to monitor and improve marketing investments efficiency.

- Lead rebranding and brand positioning exercise.

Execution Leadership & Management :

- Drive execution excellence by developing & deploying

- Integrated brand campaigns and activities including ideation, development, execution and post campaign analysis for both Restaurant Chain and Packaged Foods businesses.

- Lead execution plans related to In-store marketing, Local Outlet marketing, Online marketing, CRM marketing and Franchise marketing with respective team members

- Lead discussions and negotiations with agencies, vendors, partners for creative development, social media marketing, CRM, etc. as required

- Work with NPD team, SCM team, Packaging team etc. to ensure On-Time, In-Full launches of new product networks.

- Conduct market research for brand health scores, consumer insights into new categories and products etc. as required

- Study, identify and target potential white spaces, international trends, new product ideas and developments in the QSR and FMCG dessert space

- Work with Business Development to ensure synergies on store design, branding as per brand guidelines and assist with outlet expansion plans

- Conduct regular competitive strategic analysis, consumer research, market segmentation, and consumer insight development to tailor marketing campaigns with a sales focus 9. Effectively lead and manage marketing and creative team

KRAs :

- Top line Revenue

- SSSG growth

- Repeat order mix

- Brand Health

- Marketing Budgets