Role Overview: The Head of Franchise is responsible for supporting franchise partners and ensuring alignment with the global brand. This role requires collaboration with various teams and stakeholders to manage all marketing efforts, including social media, to support franchise operations.
Key Responsibilities:
- Develop and coordinate localized marketing calendars, including campaigns, social practices, trading, and key brand opportunities, ensuring alignment with the global calendar.
- Collaborate with franchise partners to develop and implement global and local social media strategies.
- Set objectives and social media KPIs in line with global goals.
- Act as a brand ambassador in the market, ensuring all franchise activities align with the brand and target the core consumer with top-tier delivery.
- Serve as the primary contact for budget and activity proposals in local markets.
- Establish a clear feedback loop with local partners and central teams to ensure campaign and content planning incorporates local perspectives.
- Generate innovative ideas and assist local partner marketing contacts in developing on-brand initiatives to elevate local market activities.
- Manage day-to-day relationships with partners, optimizing these relationships to support marketing efforts and commercial growth.
- Foster collaborative relationships with wider business teams, particularly Retail/Visual Merchandising, to ensure consistent messaging and service delivery.
- Gain an in-depth understanding of local markets and trends.
- Stay updated with marketing processes through collaboration with broader marketing teams and share these with local franchise partners.
- Establish standardized reporting formats for marketing activities and campaigns to track and report performance.
- Help local franchise marketing teams identify and present partnership opportunities aligned with the marketing strategy and calendar.
- Liaise with senior stakeholders to approve creative content designed by local franchise marketing teams, providing guidance on creative standards.
- Monitor and report activation performance to the leadership team based on agreed KPIs, including all commercial benefits.
- Maintain and improve the marketing portal in line with global strategy.
Skills and Experience:
- Proven experience in franchise management.
- In-depth knowledge of the retail industry.
- Experience working cross-functionally within a marketing department.
- Demonstrated ability to own project vision, execution, quality, and stakeholder relationships.
- Experience in planning and executing marketing calendars and campaigns.
- Strong interpersonal, communication, and presentation skills.
- Proficiency in brand presentations and creating marketing guidelines.
- Excellent project management skills with the ability to lead multiple projects within resource constraints.
- Ability to work effectively in a growing, multicultural team in a fast-paced environment.
- Strong understanding of event reporting and analysis.
- Willingness to work outside regular hours and travel as necessary.
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