Head - Marketing - QSR

Our client is a leading player in the QSR sector with a large footprint across North India. The company is in a rapid expansion mode and is now looking for a dynamic marketing head to work closely with the CEO.

There is a clear and stated preference for candidates with prior experience in the QSR / Restaurant business.

The key expectations from the role are :

1. Strategic :

a. Work closely and consult with the leadership team to understand the business environment;

b. Should be able to not only understand the same but also develop a very strong category understanding in the areas where the company currently has /may have interests.

c. Create an integrated approach combining ATL, BTL and Digital marketing, sponsorships, promotions, and public relations to create initiatives actively promoting the product / brand.

d. Responsible for delivering marketing objectives, sales strategy, revenue growth and brand portfolio augmentation

2. Menu Development :

a. Assess and drive the strategic menu design optimizing for customer satisfaction, operational efficiency, Food COGs, inventory management, seasonality, and menu marketability.

b. This will include, but is not limited to, market research and industry trend analysis, consumer sensory evaluations, label and meal content development and photography.

c. Develop and manage partnerships with chefs, influencers, market experts and vendors in collaboration with the menu development team.

d. Fully utilize Brand and Consumer Insights to build a menu that supports product positioning, value propositioning and consumer needs.

e. Work cross-functionally with various departments, such as culinary, marketing, nutrition, product, CX, production, to support and drive menu related initiatives.

f. Develop processes to stay abreast of the everchanging food and wellness landscape.

3. Business Enablement :

a. Establish an effective marketing research process to gather customer insights.

b. Track competition, market, consumer & product trends and make recommendations to all key stakeholders (marketing, operations, product development and sales teams) based on analysis and feedback.

c. Create monthly and quarterly reports outlining goals, opportunities and threats

d. Develop effective promotional strategies to attract and sustain customers

4. Digital / BI / Analytics :

a. Actively support revenue and sales targets

b. Develop a strong sales interface and use BI and Analytics to drive sales and distribution strategies

c. Leverage BI and Analytics to enable/push sales from all channels (including restaurants, packaged foods and e-commerce / delivery)

d. Take care of business verticals, including orders in Amazon, Big basket, Swiggy, Zomato platforms. Hence, a well-rounded marketing manager with keen sense of target-segment, digital-marketing tools, and platforms, ready to explore more and grow in this role is required.

e. Coordinate with diverse stakeholders including internal teams (product, tools etc) and external partners (ecommerce service providers) to continuously improve.

f. Defining the marketing strategy to scale the digital funnel and increase outreach through multiple channels

g. Manage the budgets and target the present plans