Senior Manager

3 weeks ago

Mumbai, India Americana Restaurants Full time

Purpose of the Job:

Responsible for leading the overall Digital Strategy that includes all the platforms of Call Center, CRM, Food aggregators and e-commerce, as well as leverage brand building and digital engagement strategy within the scope of digital marketing calendar.

KFC marketing team is looking for an experienced Ecommerce Manager to lead the acceleration of digital adoption and provide leadership, strategy and direction to KFC’s Digital marketing, E-commerce and Omni-channel platforms. Develop marketing strategies that drive new customer acquisition & high customer engagement across multiple channels. This person must also enjoy being a creative contributor and thrive in delivering results.

They will initiate, plan, and execute multiple, highly visible, and exciting marketing & merchandising strategy. At the same time, this person will work closely with the media and creative agencies, Franchisor Partners and technical teams to solve business issues.

This role requires excellent analytical and technical abilities. Must be a self-starter, comfortable with ambiguity, superb attention to detail, and the ability to work in a fast-paced environment. Must lead with minimal supervision and work well in a team environment.

Responsibilities include:

  • Define and lead the E-commerce strategy
  • Lead the Digital marketing channels like Search, Social, Display, Video and App campaigns with performance agencies to drive traffic, revenue and conversion.
  • Drive adoption for our digital channels, encouraging more transactions to go through a digital touchpoint. Define acquisition and retention plan.
  • Manage budgets and leverage data across the digital marketing channels and campaigns to achieve scale and efficiency
  • Experience leading lifecycle, CRM and/or Engagement/Loyalty Marketing programs.
  • Use the consumer insights, competitor analysis, market & business needs to evolve the strategy.
  • Build and maintain a roadmap to enable the strategy and long-term vision across all customer touchpoints, partnering with the Technology team to ensure timely delivery of initiatives that cover both the transactional and non-transactional elements of the customer journey.
  • Champion a reliable & distinctive order experience across all KFC channels. You will lead a team who are responsible for user experience, consumer order journey, and channel trading and optimization.
  • Optimize the channel merchandising approach to make it easier to place an order, encourage trial for relevant products, .
  • Build and manage digital marketing calendar with offers and promotions working alongside Franchisee, Creative and Media team.
  • Leverage data & insight where you understand our guests’ needs, habits, and perceptions to continuously optimize performance, running an agile test-and-learn approach and implement successful outcomes at scale.
  • Drive the discipline of consistently tracking performance & leveraging analytics and insights to ensure growth targets are achieved.
  • Lead design and creation of marketing collaterals and content creation – through input and recommendations with creative agencies.
  • Own the design, development, and maintenance of ongoing marketing and traffic metrics, reports, analyses, dashboards, etc. to drive key business decisions.
  • Build strong relationships with our Leadership Team and Franchise owners to drive and implement the channel growth plan.
  • Lead implementation of pilots in collaboration with the Media Strategy Team and Tech Enablement team, and share standard methodologies for paid media operations and analytics, including Cross-Channel Campaigns (Adobe Experience Platform, GA360, CDP, etc.) and Cross Channel Reporting (Partner agency platforms, Google Analytics, Adobe Analytics etc.)
  • CRM Strategy, Execution and Measurement: Define CRM strategy while integrating bottom of funnel marketing tactics into a historically top of funnel marketing organization. Lead team in the development of highly personalized communication and implementation of customer journeys to change behavior across all restaurant channels (eCommerce, Drive-Thru, In restaurant). Build test and learn approach to optimize for customer growth and engagement.
  • Loyalty Program Strategy, Execution and Measurement: Develop strategy and tactics to optimize member acquisition, retention and annual customer value. Clearly measure, track and report progress against program goals.

Knowledge, Skills & Experience required:

Vision

Deep understanding in customer acquisition, re-engagement, and retention strategies.

  • understanding of marketing technology workflows, interoperability, challenges and solutions.
  • thought leader

Technical and Tool Skills

Excellent understanding of Analytics platforms like - Google Analytics, Adjust, Firebase

Experience in SEM, SEO, Performance Marketing, App Marketing

Preferably experience in online merchandising & driving promo calendar

Google AdWords & Analytics certification is a plus

  • to Advanced SQL and Excel skills.
  • in planning, co-ordination and execution of campaigns and always-on initiatives, with excellent use of data for reporting and insight.
  • to show success in meeting engagement targets across multiple customer segments or markets.

Analytics Skills

Great understanding and sense for consumer behavior and perceptions.

Strong understanding of data analytics and customer segmentation

Excellent analytical and conceptual problem-solving skills

Strong background in customer re-engagement, and retention strategies.

Ability to pull and organize complex data

Management Skills

Charismatic communicator and presenter

Excellent written, communication and organizational skills

Should be solutions oriented to define the right methodology to conduct analysis

Ability to prioritize business needs and focus on the impactful opportunities

Ability to manage diverse stakeholders (internal and external)

Experience presenting business results to executives in narrative form.

Able to navigate through ambiguity.

Soft Skills

Reliable leader with strong values

Ability to effectively manage multiple projects and tasks at the same time

Must have great attention to detail and be quick and agile

Strong self-starter

Fluent in English is a requirement.

Arabic will be a plus

Qualification & Prior experience

  • Minimum 8 years of overall digital marketing position. Experience with retail, service and/or multi-outlet industry highly regarded.
  • Tertiary degree level qualification, with major in marketing or business-related discipline. Postgraduate (MBA) qualification would be a plus.
  • Work experience in e-commerce/F&B/retail is a plus
  • Effective in multi-cultural environment is a pre-requisite.
  • Progressive larger responsibilities within same organization is preferred
  • Must have depth and variation in communication styles to be able to succeed with Franchisors, owner-operators to corporate executives

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