- Detail articulation of brand positioning across relevant aspects of the business (comms, retail and customer experience, product strategy, packaging etc)

- Periodically review and refresh positioning to keep the brand relevant and fresh

b. Expected deliverables:

- Brand associations against target parameters / Key purchase criteria (as measured via periodic brand tracks and other social listening mechanisms)

2. Consumer Insighting:

a. Key Responsibilities:

- Measure customer journey and satisfaction across all touchpoints

- Identify unmet customer needs and opportunities for building competitive advantage across all aspects of the business

- Implement feedback mechanisms to gather customer insights

b. Expected deliverables:

- Design and execution of a mechanism to continuously monitor and act on 360 customer feedback

- Design of strategic projects / improvement initiatives based on consumer insights

3. Driving growth via brand deployment:

a. Key responsibilities:

- Develop and execute a comprehensive marketing strategy

- Manage marketing budgets to deliver business goals in the most cost effective manner

- Continuously develop, refresh and deploy content in line with the brand positioning to be deployed across channels (digital, aggregators, BTL etc)

- Develop and implement digital and local marketing campaigns across media touchpoints

- Optimize online presence through SEO/SEM

- Leverage social to promote customer preference and awareness of brand initiatives

- Building and executing growth playbooks for new stores, new cities, store revival etc

b. Expected deliverables:

- YoY SSSG & Market share gain

- Funnel health and conversion metrices

- Social media engagement metrics

- Granular marketing calendar used by all functions and regions / stores for forecasting demand across BTL, ATL, performance

4. Product and menu design:

a. Key responsibilities:

- Identify customer needs and preferences and translate into NPD opportunities

- Collaborate with product, and project-manage new launches (including owning packaging workstream)

- Monitor and optimize menu mix, combos etc: modify or discontinue based on various strategic agendas of growth, loyalty, product feedback and efficiency

b. Expected deliverables:

- Financial impact of new launches

- Business impact of new launches (increased new users, repeat frequency, NPS)

5. Pricing and promotion (supporting CEO):

a. Key responsibilities:

- Collaborate with CEO on pricing of existing and new products in line with brand positioning and local propensity

- Design promotions to drive trial and increase usage

- Proactive planning to fully leverage seasonality, occasions and events

b. Expected deliverables:

- Gross margin and revenue delivery

6. In-store experience enhancement:

a. Key responsibilities:

- Improve in-store customer experience via enhancement of store design, layout etc in-line with the brand positioning, collaborating closely with the COO

b. Expected deliverables:

- Store channel growth (dine-in and takeaway)
- Store related NPS

7. Driving consumer engagement and retention:

a. Key responsibilities:

- Identify the optimal model and drive engagement with customers both offline and online (including Social media); continuously drive direct engagement with customers across channels

- Drive the retention agenda: identify levers for driving higher retention (including, but not limited to design and execution of a loyalty program)

b. Expected deliverables:

- Customer engagement metrices Social media followers, engagements

- Online and offline sentiment

- Retention %s

- Loyalty program metrices

8. Owning brand store P&L

a. Key responsibilities:

- Define the overall strategy for the brand store

- Identify optimal customer acquisition strategy, optimizing marketing resources at a company level

- Owning overall P&L for the channel

b. Expected deliverables: