Job Description
At Wagamama, we’re an eating house for the soul. With over 165 UK restaurants and growing, our purpose is to nourish the world from bowl to soul. Inspired by fast-paced Japanese ramen bars since 1992, Wagamama is a celebration of Asian food brought to life.
We’re looking for a Insights + Commercial Strategy Director to join us on our journey of true nourishment.
Purpose
Be the voice of the customer, connecting all customer data to drive valuable insights and convert that insight into tangible actions. Ensure we deliver accelerated customer-led growth, enabling Wagamama to outperform the market. This role is also responsible for developing, in partnership with the Chief Marketing + Commercial Officer and the executive team, a 3-year growth strategy across five key battle grounds. It includes leading our pricing and promotional strategies and managing our out-of-restaurant commercial strategies and execution plans to ensure continued market outperformance through customer-centric thinking.
Key Responsibilities
1. Be the voice of the customer
* Use customer insights to drive 3-year growth strategies aligned with key focus areas: winning with families, being the first choice with groups, resetting value propositions, promoting healthier/light options, and increasing share with loyal guests.
* Oversee customer data from various sources, including brand health tracking, market data, research, internal data, CRM, and loyalty data. Ensure strategies and initiatives are customer-focused, transforming data into insights and actions.
* Apply new technologies such as AI and social listening to enhance understanding of customer insights and inform business decisions.
1. Co-create customer-led growth strategies, including menu expansion
2. Co-create the commercial structure of Soul Club
* Partner with the Chief Marketing + Commercial Officer, Marketing Director, and Head of CRM + Loyalty to define the commercial model of the Soul Club loyalty program to drive sustainable, profitable growth over three years, as a key driver of like-for-like growth.
3. Lead pricing, promotion strategies, and execution
4. Drive out-of-restaurant commercial growth, focusing on delivery
* Manage the P&L for Deliveroo and other delivery channels, which represent 20% of revenue.
* Develop strategies for retail and future growth channels aligned with customer preferences.
5. Coach, lead, and develop the team
* Build a high-potential team through coaching and development.
* Provide inspiring leadership, fostering broad and future-forward thinking.
Requirements
* Senior leader with over 10 years of experience in insight and strategy roles within the industry.
* Proven experience leading insight teams and driving insight-led strategies.
* Commercially savvy, resilient, with strong stakeholder management and influencing skills.
* Expertise in data analysis from multiple sources, storytelling through data, and translating insights into actions.
* Experience managing commercial growth partners, preferably including delivery partners.
* Creative thinker who challenges the status quo.
* Confident in presenting and representing the Wagamama brand internally and externally.
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