Job Purpose:
- The Marketing Assistant Manager is a pivotal role within KFC Marketing team, responsible for executing campaigns, promotions, and new product launches flawlessly, supporting brand strategy while protecting store operations and guest experience.
- The role aims to drive brand growth, market share, and consumer engagement by collaborating with cross-functional teams and ensuring seamless execution of marketing initiatives. A key focus is driving sales growth across all channels, including aggregators, through strategic planning, data-driven decision-making, and precise, on-time execution.
Key Responsibilities:
1) Brand & Marketing Strategy
- Assist in developing and implementing short- and long-term brand strategies to achieve business objectives, including transaction growth, sales volume, and profitability.
- Support the execution of marketing campaigns at market, Emirate, and store levels.
- Continuously analyze brand performance and recommend strategies to address challenges and seize opportunities.
- Conduct competitive analysis to guide marketing plans and maintain KFC’s competitive edge in the quick-service restaurant (QSR) industry.
2) Channel Performance & Aggregator Growth
- Develop and execute long-term and monthly visibility plans with aggregator platforms (such as Talabat, Keeta, Deliveroo, Noon Food, and Careem) to drive sales growth.
- Monitor and analyze channel-level performance to identify opportunities for growth across delivery, dine-in, takeaway, drive-thru, and aggregator channels.
- Collaborate with aggregators to optimize visibility, promotions, and campaigns tailored to KFC’s target audience.
- Ensure alignment between marketing initiatives and aggregator-specific strategies to maximize return on investment (ROI).
3) Operational Excellence
- Work closely with cross-functional teams (such as Operations, Revenue Management, Supply Chain) to ensure alignment and successful execution of marketing plans.
- Manage the briefing, development, and implementation of advertising, promotions, media planning, POS materials, and packaging.
- Partner with agencies and suppliers to execute campaigns effectively, on time, and within budget.
- Launch campaigns, promotions, and projects within very tight timelines while maintaining accuracy and attention to detail in every execution, including pricing, offers, creative, legal copy, and aggregator content.
- Coordinate campaign readiness with Operations and Supply Chain before every launch (stock availability, store capacity, team briefing, and POS and aggregator set-up) to protect store operations and the guest experience.
- Monitor live campaigns and resolve issues quickly (e.g., pricing errors, stock-outs, or aggregator content gaps), then report results and lessons learned to improve future launches.
- Ensure all marketing materials and promotions comply with KFC brand standards and applicable advertising, media, and consumer protection regulations.
4) Customer Experience
- Ensure every KFC guest enjoys a memorable brand experience through value-driven and relevant marketing initiatives.
- Enhance consumer perception of KFC versus competitors through meaningful and innovative brand activities.
- Monitor guest feedback, ratings, and reviews across channels (including aggregators and social media) and use the insights to improve campaigns and the guest experience.
5) Product & Innovation
- Collaborate with the regional MENA team to adapt and localize product and innovation calendars for the regional market.
- Support the development and launch of new products and campaigns tailored to local customer needs and market trends.
- Monitor and analyze consumer insights to keep brand decisions aligned with customer preferences.
6) Financial & Project Management
- Support profitability for all products and campaigns, balancing brand objectives and customer satisfaction.
- Manage assigned budgets and project timelines to ensure cost efficiency and effectiveness.
7) Digital, Data & AI Enablement
- Build and maintain performance dashboards using analytics and BI tools (e.g., Power BI, Excel, Google Analytics) to track campaign, channel, and aggregator results and turn data into clear recommendations.
- Use AI tools to accelerate consumer insight analysis, competitor benchmarking, and the creation of campaign proposals, briefs, and presentations, with human review for accuracy and brand compliance.
- Prepare data-backed proposals and business cases for campaigns, promotions, and aggregator plans, including ROI forecasts and post-campaign evaluations.
- Apply digital and marketing technology (CRM, loyalty and digital ordering platforms, marketing automation, social listening, A/B testing) to personalize communications and improve conversion and retention.
- Use AI and customer data responsibly, in line with KFC policies and data protection requirements.
8) Team Collaboration & Leadership
- Engage with internal teams and stakeholders to foster creativity, innovation, and strategic alignment.
- Act as a brand champion, inspiring teams to uphold KFC’s values and objectives.
Education
- Bachelor’s degree in Marketing, Business Administration, or a related field.
- An MBA or master’s degree is a plus.
Experience
- 4–6 years of relevant marketing experience, preferably in the QSR or FMCG.
- Prior experience in campaign execution or brand management is highly preferred.
- Proven experience working with aggregator platforms and managing channel-specific growth strategies.
- Regional exposure or familiarity with the GCC, and wider MENA markets is an advantage.
