Digital Marketing Lead

The Digital Marketing Lead will play a pivotal role in advancing the digital strategy of the organization, ensuring its portfolio of brands maintains a strong competitive position within the Quick Service Restaurant (QSR) sector.

JOB PURPOSE:

The Digital Marketing Lead will play a pivotal role in advancing the digital strategy of the organization, ensuring its portfolio of brands maintains a strong competitive position within the Quick Service Restaurant (QSR) sector. In alignment with the Brand Manager, this role will lead the development and execution of comprehensive, results-oriented marketing initiatives focused on driving revenue growth, strengthening brand equity, and optimizing customer acquisition and retention. Utilizing advanced digital technologies, data analytics, and performance marketing frameworks, the Digital Marketing Lead will contribute to the organization’s broader commercial objectives by delivering measurable business outcomes across all digital touchpoints.


DUTIES AND RESPONSIBILITIES

Revenue Generation:
• Develop and implement digital marketing campaigns that directly contribute to revenue growth, such as promotions, special offers, online ordering campaigns, and loyalty programs.
• Collaborate with cross-functional teams (sales, operations, finance) to identify opportunities for increasing digital sales and optimizing digital revenue streams.
• Leverage digital tools (e.g., Google Ads, paid social media) to optimize lead conversion, track performance metrics, and achieve financial objectives.
• Analyze and report on the effectiveness of digital campaigns in driving revenue, providing insights and recommendations for continuous optimization.

Brand Awareness:
• Lead the digital brand strategy to build awareness and recognition of the brand across key online platforms (social media, search engines, display networks, etc.).
• Ensure consistency in messaging, visuals, and tone across all digital platforms, aligning with the brand’s identity.
• Monitor brand perception and engage with online communities to maintain a positive and consistent brand presence.
• Identify and target new digital channels to reach broader audiences, including influencers, partnerships, and emerging platforms.
Customer Acquisition:
• Develop and implement customer acquisition strategies to attract new customers through digital channels, including paid search, social media ads, email marketing, SEO, and affiliate marketing.
• Optimize digital ad campaigns (e.g., Facebook, Instagram, Google Ads) for maximum reach and conversion.
• Utilize data analytics to identify target audiences and optimize customer segmentation for effective digital outreach.
• Work with the creative team to develop compelling digital assets that capture the attention of potential customers and encourage immediate action (e.g., offers, call-to-actions).

Customer Retention:
• Develop and implement retention strategies, including email marketing, loyalty programs, and personalized digital offers to increase repeat customer visits and lifetime value.
• Utilize CRM tools and data analysis to segment customers, identify trends, and deliver targeted messages that promote loyalty and long-term engagement.
• Measure and analyze customer satisfaction and retention rates, providing actionable insights to improve customer loyalty programs and retention strategies.
• Continuously refine the customer journey and digital touchpoints to ensure an optimal experience and long-term relationship.
Campaign Strategy & Analytics:
• Lead the strategy, execution, and optimization of digital marketing campaigns to ensure alignment with business goals.
• Use web analytics tools (e.g., Google Analytics, SEMrush, HubSpot) to track KPIs, analyze customer behavior, and optimize campaigns for maximum impact.
• Prepare detailed reports on campaign performance, highlighting key learnings and recommending actions to improve future digital marketing efforts.
Collaboration
• Collaborate with the marketing team to ensure successful implementation of campaigns that meet performance targets.
• Work closely with internal teams/ business units to align marketing strategies with operational goals and business priorities.
• Manage budgets for digital marketing campaigns, ensuring efficient allocation of resources to maximize ROI.

QUALIFICATIONS & EXPERIENCE:
• A bachelor’s degree in Marketing, Communications, Digital Media or any related field.
• Minimum of three to five (3-5) years of experience in digital marketing/ brand marketing/project management, preferably in the Quick Service Restaurant, retail, hospitality industry or FMCG.
• Strong knowledge/ understanding of consumer behavior and retail
• Familiarity with marketing automation tools (e.g., HubSpot, Marketo).
• Understanding of UX/UI principles and website optimization.
• Proficiency in digital marketing tools and platforms (e.g., Google Analytics, SEM tools). CRM tools, Canva/ Adobe CC, project management tools, 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.
• Digital Marketing Knowledge: In-depth knowledge of various digital marketing channels and platforms
• 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.


PHYSICAL/MENTAL ENVIRONMENT:
• Combination of office and field work across multiple restaurant locations.
• May require work outside of regular business hours for Emergencies, Marketing events, or project deadlines.
• Some physical activity may be necessary, including site visits, lifting of light promotional items, etc.
• Travel Demands: Must be able to travel for activities, promotions, training and regular store visits