Head of Marketing (Maternity Cover)
Job Description
Job title: Head of Marketing (Maternity Cover)
Company: Popeyes Louisiana Kitchen
Job description: From New Orleans to the UK….. Y’all ready for this?Welcome to Popeyes®! Founded in New Orleans in 1972. It all started with one small restaurant with a big idea that turned into a craze that swept America.Join the UK team who have recently launched ‘The Chicken Sandwich that broke the internet’ (Bloomberg) into the UK, were awarded the ‘Best International Newcomer of the year 2021’ by MCA and are now rolling out the fastest growing QSR brand in the UK.We landed in the UK in November 2021 and since then we’ve been busy shaking up the chicken game, Louisiana style. We’ve opened 32 restaurants and 8 delivery kitchens to date, and we’ve got ambitious growth plans as we expand around the UK with a further 20 sites due to open this year alone. And that’s not all we do. From catering Floyd Mayweather and Burna Boy’s parties, to taking a brass band punting down the river Cam, we’re here to show up. We go big in everything we do, and we’re looking for a Head of Marketing to help us bring the heat!Your role as part of the Marketing team at Popeyes will be crucial for our next stage of growth. Reporting directly to the Marketing Director & managing the brand team, you will oversee all areas of the marketing mix and ultimately deliver the holistic Marketing plan, with a particular focus on growing brand awareness, increasing brand advantage and driving new customers into our busy restaurants.You will be responsible for delivering key initiatives; from bringing to life our first ever UK large-scale brand campaigns, shaping and sharing our CSR strategy with customers, leading customer research, sharpening our food strategy, and supporting our digital & trading strategies. You will be supported and work alongside our Central Marketing team, whose focus is on opening forecast-beating new restaurants, managing our channel mix in-store, online and through delivery, and supporting our existing estate.As a small agile team with huge ambitions, we’re looking for a candidate with big ideas who can think strategically but also be close enough to the detail to make things happen.The RoleMarketing strategy & Brand:
- Craft & lead strategies for all areas of marketing; including digital, social & culture, food, campaigns, advertising & communications
- Lead core creative, branding, positioning and pricing strategies
- Deliver PR goals achieving press and influencer coverage to underpin brand messaging
- Be the voice of the customer – understand behaviour, trends, demographics, drivers and barriers to our experience
- Identify opportunities to reach new market segments and expand market share
- Participate in the quarterly and annual planning of company objectives
- Ensure our brand message is strong and consistent across all channels – reinforcing brand values & focussed on driving transactions
- Guide all franchisee marketing relationships, guidelines and way of working
- Collaborate with the Central Marketing team to optimise the existing new restaurant openings integrated marketing plan framework
Marketing team operations:
- Manage agency relationships, budgets & KPIs
- Responsible for successful & timely launch of all campaigns
- Oversee monthly competitor monitoring (price, promo, activity, campaigns, food)
- Oversee trading and marketing plans between marketing, tech & digital
- Prepare and manage monthly, quarterly and annual marketing budget
- Set, monitor and report on team KPIs
- Support the successful delivery of 30+ new stores in 2024 & local restaurant marketing support post opening
What we’re looking for:
- Degree or professional marketing qualification
- Minimum 8 years’ experience and proven track record in a similar role
- Leadership skills with the ability to set and prioritise goals
- Creative, curious and commercial with a proven history of campaign management
- A high level of passion & awareness for the hospitality industry and other globally leading consumer brands
- Strong communication skills
- Great at building relationships & managing multiple agencies & key stakeholders
- Ability to work in a fast- paced environment & meet deadlines
- Good understanding of social media, digital, brand tracking & research
Our benefits
- A competitive salary & bonus scheme
- Flexible working (2/3 days a week expected in Ealing, London)
- Leading the roll out of Popeyes across the UK, working with a global brand with big international plans
- Managing our Brand Manager and growing Brand team, as well as 5-6 agency partners
- Free chicken!
