Locality Marketing Manager

SUMMARY:
Locality Marketing, also known as local store marketing (LSM) or neighborhood marketing, targets consumers within a certain radius of the physical location(s) of a business.

POSITION INFO:
The Locality Marketing Manager's Purpose is to:
Drive best practice across the Leading Brands with respect to Locality Marketing.
Support, educate and train the Brand Marketing teams in LSM strategy and best practice execution across the following areas: traditional local paid media (OOH, print, radio), localised digital and social media, promotional collateral, CRM, local sponsorships, community support, events, activations etc.
The Locality Marketing Manager Is Responsible For:
Collaborate with Brand Marketing teams to define and align LSM strategies with best practices to achieve Brand objectives.
Educate, coach, and disseminate LSM best practices to Brand teams to ensure a consistent approach and effective execution.
Driving creative excellence and best practice in LSM templates and executions across all LSM media and channels including traditional local paid media (OOH, print, radio), localised digital and social media, promotional collateral, local sponsorships, community support, events, activations etc.
Ensure the quality and consistency of LSM executions throughout the business, upholding a uniform standard of excellence.
Monitor trends and innovations related to Locality Marketing and present relevant insights to the Brand teams
Collaborate with Brand teams to enhance the efficacy of LSM campaigns through the development, analysis, and tracking of appropriate measures and KPIs, both for individual LSM initiatives and the responsible BTL Agency.
Optimise the Brands' LSM Franchisee Ordering Platforms and LSM toolkits to maximise the use of these by our franchise partners
Manage the relationship with the BTL Agency team responsible for LSM services to franchise partners, ensuring timely delivery of high-quality work and enhancing franchisee satisfaction.
Drive production quality and cost efficiencies by routinely assessing preferred suppliers, benchmarking costs, and upholding quality standards.
Assist Brands in customizing LSM toolkits to address specific challenges faced by different restaurant segments or region
Consult with Regional Franchise Managers when necessary to tailor local plans to unique local market conditions. Support Brands in devising initiatives to boost positive user reviews for restaurants on platforms like Google. Improve the adoption, quality, and impact of local database communications (CRM) by franchisees by ensuring the Brands are offering a broad range of CRM template campaigns that are consistently updated and evaluated.

Skills and Attributes

Ability to manage, organise and prioritise
Proactive, with a proven track record of taking ownership and driving results
Highly numerate and analytical, committed to measuring results to drive learnings and continuous improvement
Excellent computer literacy (inclusive of PowerPoint and Excel skills)
Excellent interpersonal skills and ability to effectively communicate at all levels
Ability to lead and influence teams that are not direct reports
Ability to think both strategically and tactically with exceptional attention to detail
Excellent ability to evaluate the quality of creative work in order to achieve the objectives
Highly self-motivated and energetic
Multi-task orientated
Team player

Qualifications And Experience

Tertiary qualification required. Preferably Marketing or Communications related.
Some Extensive experience in managing locality marketing/local store marketing for a business with multiple stores
Experience in the franchising industry preferred
Minimum of 7 years of experience in a Marketing role
Good knowledge of the range of locality marketing channels (e.g. local OOH, print, radio, localised digital and social media, promotional collateral, CRM, local sponsorships, community support, events and activations) Organisational Position Reports to: Divisional Marketing Executive

Desired Skills

Strategic Planning
Computer Skills
Results Driven
Numerical
Analytical And Problem Solving

Desired Work Experience
2 to 5 years

Desired Qualification Level
Degree

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