digital marketing Scotland
Job description
Hero Brands is a highly successful, family-owned multifaceted business, responding to emerging consumer trends and building fast-casual brands of the future. With a network of experienced multi-unit franchise operators, they can move at pace and quickly launch brands to a global consumer audience. All their brands have been chosen and developed to offer quality and innovation to a diverse and discerning global audience.
Headquartered in East Kilbride, the Food & Beverage division of Hero Brands currently operates across four main brands with the portfolio set to continue to expand over the next 12 months. The most well-known brand is German Doner Kebab (GDK) which has 150 restaurants thriving in the UK, Europe, Middle East & North America and is targeting rapid expansion across the UK and International markets to become the undisputed #1 kebab brand in the UK and on the planet.
The GDK brand and company is owned and managed by United Brands Ltd, the master franchise holder for GDK in the UK, and has seen significant growth over the years. They have recently opened their 130th restaurant and now indirectly employ more than 4,000 team members, as all restaurants are owned and operated by franchisees. Having established themselves as one of the most exciting new food brands in the UK, GDK is now looking to take the next step in its growth phase and has recently announced plans to open another 20 new restaurants this year in the UK alone, and a greater GDK vision of over 500 sites in the next 10 years, and a global ambition to grow to >5,000 restaurants.
With new Senior Management Team in place GDK remains very ambitious to solidify its position the undisputed #1 kebab brand in the UK and on the planet. With these big ambitions we are looking for the best talent out there to help drive the growth ambitions. We are looking for a dynamic, entrepreneurial marketing executive looking after our third party aggregators to come and strengthen the marketing team in Glasgow (or remotely) to help drive transactions with UberEATS, Deliveroo and JustEAT.
Role Purpose
As an important member of the marketing team, reporting to the marketing manager and operating a new role in the organisation, work on the creation, implementation, execution and evaluation of all Delivery Partner marketing strategy and initiatives. With 50% of sales coming from third-party delivery partners GDK has a big ambition to transform our fair share in this important sales channel. We need to deep dive into the channel understanding, promotional opportunities and drivers, KPI’s and best practices to become a winner in this sales channel. Everything we do needs to be validated through the best ever consumer experience for the right transaction impact. Through frequent conversations with our aggregator partners, you will be creating new opportunities for our GDK products to increase our share of market in the channel.
Key Responsibilities
We’re looking for candidate with passion for and experience in driving short term marketing activations that drive profitable sales. You are inquisitive and curious, you have lots of drive, creativity & energy, and have a test & learn attitude to come up with the best solutions. You understand that data is king and positive ROI through the dedicated marketing activations is critical in this role to be successful. Our aggregators partners have a lot of rich data and unlocking the right insights and performance & evaluation reposts will be critical for the success in this role.
This role can be based in Glasgow, but can also be operated remotely. Together with your line manager you will be leading the planning, activation and evaluation of all aggregator campaigns & activations.
In your role you will have the following specific accountabilities and ownership to help drive restaurant sales:
- Situational Analysis:
- understanding the landscape and identifying key opportunities for growth for GDK
- Strategy & Planning:
- Planning for Joined Up Business Planning Marketing Calendar to capture opportunities to drive profitable sales with positive ROI
- Defining the right level of marketing spend and building the correct value bundles, promotions and evaluation
- Increasing basked spend
- Activation
- Briefing agencies and brand partners (incl. budget & timings guardianship)
- Signing of final marketing collateral & production of marketing collateral
- Internal & external communications to announce the marketing activation
- Evaluation
- Setting of campaign targets
- Collecting of key (sales) data and putting report & comms together
- Overall evaluation of the activation (stop, start, continue)
Skills and Experience
Overall
- Minimum of 3 years of marketing experience.
- Strong understanding of foodservice landscape
- Successful experience in working with aggregators for food or drinks brand
- Experience in working with and managing agencies
- Experience in writing briefs
- Running evaluations and coming up with recommendations
- Foodservice/restaurant/hospitality field experience required.
- Strong communication and organisational skills are important in this role given there are many internal and external stakeholders involved to manage.
- Experience in working within a team and with multi-discipline workflow.
