Northern Brand Marketing Manager

Aim - Brief overview of position purpose:

Lead Brand Growth in Northern Vietnam

The Northern Brand Marketing Manager (North) plays a crucial role in driving brand awareness, customer engagement, and business growth for Al Fresco's Group in the Northern region. This position will drive & manage REWARDS (North) and oversee the marketing efforts for four key brands: Al Fresco's, Pepperonis, Jaspas Hanoi, and Jacksons Steakhouse in the North.

This position is responsible for the execution of the Big Picture AFG Marketing and Branding Plan. It also ensures clear alignment between AFG’s operations and marketing teams at all times ensuring strategic buy in throughout the company. This position oversees and ensures the effectiveness of AFG Loyalty Programs, Design, Digital Channels & Partnerships.

Key Accountabilities:

1. Membership Program Development: Drive the growth and engagement of the Rewards Plus program in the North, maximizing member value and loyalty.

2. Strategic Brand Marketing Planning: Develop and execute integrated marketing campaigns that align with brand positioning and business objectives in the Northern region.

3. Competitive Analysis and Identifying Growth Opportunities: Conduct in-depth market research and competitor analysis to identify new opportunities for growth and optimize marketing strategies in the Northern market.

4. Supervision of the marketing team: Ensure the marketing team is driving set branding and marketing campaign and that they are engaged with the operations to ensure success in any given campaign.

Duty Statements:

Membership Program Development

• Develop and implement strategies to enhance the Rewards Plus program in the North, including member recruitment, engagement, and retention initiatives. This will be measured based on number of active members, overall transaction numbers and revenue.

• Oversee that all restaurants are following all membership guides and executions.

• Develop Member events to drive guest loyalty and repeat visits across all Brands

• Understand the competitive set rewards programs to position AFG Rewards in a competitive advantage.

Strategic Brand Marketing Planning

• Develop and execute comprehensive marketing strategies tailored to the specific needs and competitive landscape of the Northern market. Planning must be connected to growth in company performance in conjunction with the operations team for overall effectiveness and success.

• Collaborate closely with restaurant operations teams to align marketing initiatives with business objectives and ensure brand consistency.

• Oversee the development and execution of creative campaigns across various channels, including digital, social media, public relations, and in-restaurant promotions ensuring that aforementioned planning results in real business outcomes.

• Ensure marketing teams manage all budgets effectively and track key performance indicators (KPIs) to measure campaign success.

• Lead and mentor the local marketing teams to ensure optimal performance and professional development.

Competitive Analysis and Identifying Growth Opportunities

• Conduct market research and competitor analysis to identify emerging trends and opportunities for growth.

• Stay abreast of industry best practices and innovative marketing techniques.

Other Duties:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

• Ability to work proficiently in both English and Vietnamese

• Proven track record of success in senior marketing role/s, preferably in hospitality/retail within Vietnam.

• A university degree in a related field.

• Confident, driven and dynamic leader.

• Entrepreneurial mindset with the ability to spot original branding opportunities.

• Ability to work under pressure and be flexible with change

• Must possess creativity, integrity, honesty, flexibility, patience… must also have a sense of humor…. working at AFG!!!