Brand Manager

The Brand Manager drives brand equity, customer engagement, and sales growth in a fast-paced QSR setting through strategic marketing, product launches, CRM, and cross-functional initiatives that align brand and sales goals.

Job Purpose:

The Brand Manager plays a central role in building and maintaining brand equity, driving sales growth, and enhancing customer relationships in a fast-paced Quick Service Restaurant environment. The incumbent will be responsible for the execution of brand strategies that connect with customers, elevate product performance, and support sales objectives. Working cross-functionally, the Brand Manager will lead initiatives that integrate marketing and sales efforts across product launches, customer acquisition, retention, CRM, and local store marketing.

 Duties and Responsibilities:

 Marketing-Driven Sales Impact

• Execute marketing strategies that directly support revenue generation, traffic growth, and higher transaction value.
• Coordinate with operations and sales to align campaigns with business priorities and store-level performance.
• Track marketing’s contribution to sales through ROI analysis, sales lift, and customer acquisition metrics.
• Use CRM, loyalty, and shopper insights to create targeted and effective conversion campaigns.
• Develop tailored strategies for underperforming locations to improve local sales.

Brand Strategy & Planning

• Conduct market and competitive analysis to guide brand differentiation and growth strategies.
• Develop and lead campaigns that reinforce brand positioning and resonate with target audiences.
• Ensure brand consistency in tone, visuals, and messaging across platforms and consumer touchpoints.
• Manage and enforce use of brand guidelines, templates, and assets internally and externally.

Marketing Campaign Management

• Plan and execute integrated marketing campaigns across digital, print, in-store, and social channels.
• Oversee budgets, timelines, and external agency deliverables to ensure efficient execution.
• Measure campaign results and optimize performance based on KPIs and data insights.
• Maintain creative and message consistency across advertising and promotional materials.

Local Store Marketing (LSM) & Events Coordination

• Design and execute localized marketing initiatives tailored to individual store performance and community dynamics.
• Support store openings, anniversaries, and seasonal promotions with customized materials and activations.
• Coordinate in-store and community events that reinforce brand presence, increase foot traffic, and enhance customer relationships.
• Partner with franchisees, store managers, and regional leads to implement effective LSM plans.
• Track the impact of local efforts using store-level sales data, customer feedback, and event metrics.

 Market Research & Analysis

• Conduct market, consumer, and competitor research to uncover insights that inform strategy and innovation.
• Analyze customer behavior, purchase drivers, and segment performance to guide decision-making.
• Identify emerging trends, whitespace opportunities, and threats in the QSR market landscape.

Customer Focus

• Champion the voice of the customer by monitoring feedback and satisfaction across channels.
• Respond to customer insights, complaints, and inquiries in coordination with customer service and operations.
• Build and nurture relationships with key customers, influencers, and brand advocates.

Reporting & Performance Analysis

• Track and report on brand health, campaign success, and business impact through dashboards and performance reviews.
• Leverage data analytics to uncover trends, derive insights, and inform future planning.
• Evaluate marketing effectiveness relative to sales data, customer engagement, and ROI metrics.

Team Leadership

• Manage and mentor marketing assistant/s and creative/s to achieve brand objectives.
• Support hiring, onboarding, performance management, and ongoing training of staff.
• Foster a culture of collaboration, innovation, and results-driven execution.

Industry & Market Expertise

• Stay abreast of industry developments, best practices, and competitor strategies.
• Apply QSR-specific insights to enhance brand performance and relevance in the market.

Cross-Functional Collaboration

• Partner with operations, sales, digital, and design teams to ensure brand alignment and campaign success.
• Liaise with external vendors, creative agencies, and media partners to bring brand initiatives to life.
• Contribute to cross-functional planning and reviews to support shared business objectives.

 QUALIFICATIONS & EXPERIENCE:

• A bachelor’s degree in Marketing, Business, Communications, or a related field.
• Minimum of three to five (3-5) years of experience in brand marketing/ product marketing/project management, preferably in the Quick Service Restaurant, retail, hospitality industry or FMCG.
• Strong knowledge/ understanding of consumer behavior and retail
• Proficiency in project management tools, CRM tools, Canva/ Adobe CC and Microsoft Office Suite.
• An acceptable combination of academic qualifications and work experience may be considered in lieu of minimum requirements

 Core Competencies

• Strategic Thinking: Understands business drivers and aligns marketing efforts to sales goals.
• Customer Centricity: Uses customer insights to guide campaigns and product strategy.
• Communication: Communicates clearly across creative briefs, campaign presentations, and cross-team updates.
• Project Management: Balances timelines and resources effectively, meets deadlines, and manages stakeholder expectations.
• Analytical Ability: Analyzes sales and CRM data to optimize strategy and drive performance.
• Collaboration: Works well with cross-functional teams, agencies, and franchise partners.
• Creative Thinking: Ability to develop innovative and engaging marketing campaigns. 
• Leadership: Ability to lead and motivate teams. 
• Negotiation: Ability to negotiate with vendors and partners.