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 J24 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", J24 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" - J24 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.

- J24 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 with J24."

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:

- 5+ 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