ABOUT THE ROLE

The most mentally available and positively associated neighbourhood modern convenience store in its catchment.The most aspirational and trusted modern convenience store business opportunity for emerging entrepreneurs

Over 12-18 months, the Marketing Lead will:

- Increase consumer brand awareness

- Build positive Top-of-Mind (TOM) recall among households

- Increase visit frequency

- Build strong positive TOM among potential and current entrepreneurs

- Define, measure, and institutionalize brand metrics across both audiences

- This role owns brand equity on both sides of the ecosystem.

JOB DESCRIPTION

Key Responsibilities:

1- Consumer Brand: Mental Availability & Frequency

Own:

- Catchment-level awareness growth

- Positive TOM during key purchase triggers

- Repetition systems (hyperlocal assets)

- Visit frequency improvement

- Emotional connect with the store

- Brand health measurement

Deliver:

- Standardized hyperlocal marketing toolkit

- Brand recall measurement system

- Quarterly brand health dashboard

- Outcome: When a resident thinks of "daily essentials", is recalled early and positively.

2. Entrepreneur Brand: Attractiveness & Trust

- The Marketing Lead must ensure that in target catchments and cities:

- When someone thinks "I want to start a business" - is a top recall brand.

Own:

- Entrepreneur value proposition articulation

- Clear articulation of income model

- Brand credibility narrative

- Success story amplification

- Awareness campaigns

Build:

- Entrepreneur-focused landing pages

- Testimonial library

- Case studies of successful operators

- Brand perception among business-minded individuals

- Outcome: Inbound inquiries increase. The quality of applicants improves, becomes seen as a credible growth platform.

3. Brand Architecture for Dual Audience

Marketing must define:

- Consumer brand voice

- Entrepreneur brand voice

Shared core values:

Unified but audience-specific messaging

Example: Consumers hear: "Trusted neighbourhood store. Fatafat experience. Entrepreneur run" Entrepreneurs hear: "Own your income. Build your local business ."

4. Measurement Framework

- The Marketing Lead must define and institutionalize:

- Consumer Metrics

- Aided awareness %

- Unaided awareness (TOM %)

- Positive association index

- Visit frequency per customer

- Repeat customer %

- Entrepreneur Metrics

- Brand awareness among target potential entrepreneur pool

- Entrepreneur inquiry volume

- Cost per qualified lead

- Application-to-approval ratio

- Perception of trust & income credibility

5. Enable Scalable Brand Execution

- Build brand asset library

- Create standardized templates

- Ensure consistent identity

- Prevent local dilution

- Support cluster expansion campaigns

Ideal Candidate Profile:

- 10-15 years in consumer & retail brand building

- Experience in franchise / distributed models preferred

- Experience building both consumer and partner side narratives

- Highly data-driven with experimentation mindset

- Able to work cross-functionally with Growth, Ops, and Founder