From New Orleans to the UK….. Y’all ready for this?
Welcome to Popeyes®! Founded in
New Orleans in 1972. It all started with one small restaurant with a big idea
that turned into a craze that swept America.
Join the UK team who have recently launched ‘The Chicken Sandwich
that broke the internet' (Bloomberg) into the UK, were awarded the ‘Best
International Newcomer of the year 2021’ by MCA and are now rolling
out the fastest growing QSR brand in the UK.
We landed in the UK in November 2021 and since then we’ve been busy
shaking up the chicken game, Louisiana style. We're growing fast with so much more to come. And that's not all we do. From catering Floyd Mayweather and Burna Boy’s
parties, to taking a brass band punting down the river Cam, we’re here to show
up. We go big in everything we do, and we’re looking for a Head of Marketing to
help us bring the heat!
Your role as part of the Marketing team at Popeyes will be crucial for
our next stage of growth. Reporting to the Marketing Director &
managing the brand team, you will oversee all areas of the marketing mix and
ultimately deliver the holistic marketing plan, with a particular focus on
growing brand awareness, increasing brand advantage and driving new customers into
our busy restaurants.
You will be responsible for delivering key initiatives; from bringing to
life our first ever UK large-scale brand campaigns, shaping and sharing our CSR
strategy with customers, leading customer research, sharpening our food
strategy, and supporting our digital & trading strategies. You will be
supported and work alongside our central marketing team, whose focus is on
opening forecast-beating new restaurants, managing our channel mix in-store,
online and through delivery, and supporting our existing estate.
As a small agile team with
huge ambitions, we’re looking for a candidate with big ideas who can think
strategically but also be close enough to the detail to make things happen.
The Role
Marketing strategy & brand:
* Craft & lead strategies for all areas
of marketing; including digital, social & culture, food, campaigns, advertising
& communications
* Lead core creative, branding, positioning and
pricing strategies
* Deliver PR goals achieving press and influencer coverage to underpin brand messaging
* Be the voice of the customer - understand
behaviour, trends, demographics, drivers and barriers to our experience
* Identify opportunities to reach new
market segments and expand market share
* Participate in the quarterly and annual
planning of company objectives
* Ensure our brand message is strong and
consistent across all channels - reinforcing brand
values & focused on driving transactions
* Guide all franchisee
marketing relationships, guidelines and way of working
* Collaborate with the Central Marketing
team to optimise the existing new restaurant openings integrated marketing plan
framework
Marketing
team operations:
* Manage agency relationships, budgets
& KPIs
* Responsible for successful
& timely launch of all campaigns
* Oversee monthly competitor monitoring
(price, promo, activity, campaigns, food)
* Oversee trading and marketing plans
between marketing, tech & digital
* Prepare and manage monthly, quarterly and
annual marketing budget
* Set, monitor and report
on team KPIs
* Support the successful
delivery of 30+ new stores in 2024 & local restaurant marketing support
post opening
What we’re looking
for:
* Degree or professional marketing qualification
* Minimum 8 years’ experience and proven
track record in a similar role
* Leadership skills with the ability to set
and prioritise goals
* Creative,
curious and commercial with a proven history of campaign management
* A high
level of passion & awareness for the hospitality industry and other
globally leading consumer brands
* Strong
communication skills
* Great at building relationships & managing
multiple agencies & key stakeholders
* Ability to work in a fast- paced
environment & meet deadlines
* Good understanding of
social media, digital, brand tracking & research
Our benefits
* A competitive salary & bonus scheme
* Flexible working (2/3 days a week
expected in Ealing, London)
* Leading the roll out of Popeyes across
the UK, working with a global brand with big international plans
* Private medial care
* Birthday day off
* Benefits platofrm, inc. gym discounts
* Managing our Brand Manager and growing
Brand team, as well as 5-6 agency partners
* Free chicken!