Local Marketing Manager

Salary up to: Competitive

About the role ...

Nando's is on a journey to Create Lasting Happiness, making a difference to the lives of our people, our customers, and the communities we work in. We create memorable experiences for everyone we work with, from our nandocas, communities, founders and suppliers to, most importantly, our customers.

You'll report into the Head of Customer Business Partnering and join a team of six other regional Local Marketing Managers (aka Customer Business Partners) in the Customer Team. Together, we champion the customer and partner with restaurant operations at a regional level, and support restaurants to drive like-for-like volume growth, brand love, and brilliant customer service.

You'll be the thinking partner on all things customer for your Regional Director (RD), working within their cross-functional team to find opportunities for sales growth and service excellence, and making sure the Customer Team understands and responds to our restaurant’s needs.

A day in the life...

The role is responsible for the following key areas:

• Working collaboratively with restaurant operations (RDs & MDs) to identify and deliver sales and service improvement plans, celebrate success, share best practice, and be thinking partners to operators, while being the voice of Ops within the Customer Team.

• Working with RDs to ensure the customer is part of all strategic decisions and plans within the region. Being the voice of the customer, representing and landing all marketing activities brilliantly, and feeding back successes and learnings.

• Working with MDs and restaurants according to agreed priorities, acting as brand champions within Ops, being guardians of brand standards, and communicating agreed strategic marketing initiatives / campaigns, helping to implement them to a high standard.

• Ensuring a two-way flow of communication between the Customer and Ops Team, so key information about our plans, performance and learnings is cascaded from RD to MD to Patraos.

What you'll be doing...

Stakeholder Management & Influencing

• Work with RDs, MDs and Patraos (General Managers) to identify and deliver sales and service improvement plans, celebrate success, and share best practice.

• Be a thinking partner to operators and the voice of Ops within the Customer Team, ensuring their challenges and needs are understood.

• Bring the right Customer Team SMEs into RD, MD and Ops meetings to build shared understanding, improve plans and strengthen relationships.

• Join periodic RD business partner meetings and business planning sessions, helping set quarterly priorities with your RD so they land with MDs and restaurants.

• Attend MD business reviews when needed to support food, service and brand standards and spot local sales opportunities.

• Be the voice of the customer in all strategic decisions and plans within the region, and feed back successes and learnings.

• Act as a brand champion and ambassador with MDs, and guardian of brand standards

Sales Growth & Customer Experience

• Keep your finger on the pulse of restaurant performance in your region and identify areas that need marketing support.

• Visit restaurants to understand challenges and opportunities within the restaurant four walls (food, experience and brand standards), and opportunities to drive more customer visits.

• Diagnose growth headroom across the region, city or restaurant level, working with Insight & Analytics and Finance Business Partners.

• Support the consistent implementation of service and brand standards across the region to ensure customers get a great brand experience and keep coming back.

• Identify and deliver initiatives to unlock incremental growth locally or nationally (e.g. office lunches, Christmas group bookings.)

• Turn insights and actionable data into service recommended improvement plans with restaurant teams that drive accountability.

Local Marketing Campaigns & Initiatives

• Be regional marketing lead for national campaigns such as Christmas and Halloween, bringing local insights to help inform planning and brilliant delivery at hyper-local level.

• Carry out local recce to inform the creation of customer-centric marketing plans for New Openings & Refurbs based on local insight, which drive brand love, commercial growth and relevance in the local community.

• Ensure RDs and MDs are well informed of both National and Regional marketing initiatives to ensure high engagement and smooth execution, so customers get the best brand experience.

• Spot opportunities to build connections with key audiences in local communities to drive brand love and sales regionally and ensure restaurant teams have the marketing collateral and support to show up brilliantly.

• Run post-campaign reviews of larger scale local marketing and regional activations, surfacing learnings and recommendations for future optimisation across the team.

• Effectively manage a local marketing budget and ensure it is put to best use and aligned to agreed strategic objectives and priorities.

Local Marketing Guidelines, Tools & Best Practice

• Develop and evolve sales and service-driving collateral, tools and best practice as per the local marketing brand guidelines and guide restaurants on what great looks like.

• Empower restaurant managers to unlock local opportunities, and share best practice / learnings, so it can be applied across restaurants with capacity to grow at a national level.

Hot Skills required...

• 8+ years of experience in a marketing / brand/ campaigns manager role, gained within a hospitality, retail or other large multi-site business.

• Ability to build customer centric marketing and campaigns plans end to end, from insights to brief, to post launch review.

• Stakeholder management and communication skills with a proven ability to work together with and influence people across different disciplines and levels.

• Naturally curious and collaborative, knows how and when to bring others along to get the best outcomes, and open to sharing best practice for collective team learning

• Organised, proactive and self-driven, able to manage multiple project / priorities at once and communicate clearly along the way

• Commercial mindset, able to diagnose barriers and drivers of success, and putting action plans in place to unlock results, across sales and service.

• Critical thinking with an ability to combine data from multiple sources and look at opportunities from different angles to make sound customer, brand and experience decisions and recommendations.

• Creative mindset with a strong eye for what good looks like and what is right and relevant for the brand

• Resourceful with the ability to spot opportunities, solve problems and come up with robust workable solutions

• Analytical skills, able to set clear targets, measure performance, and make solid commercials and brand recommendations that help to protect and grow the business.

What's in it for you...

• You’ll join a business with strong purpose and values, in a relaxed and informal environment that is highly driven and ambitious.

• The chance to be part of a brilliant Customer / Marketing team in a fun people-centric culture

• A role with impact and an ability to influence and impact millions of customers each week and help further grow a much-loved restaurant brand.

Extra Hot Benefits...

• Company bonus

• 25 days holiday + bank holidays

• Free Nando’s when you're working (and 40% discount when you're not)

• Annual team trips, AKA a free holiday

• Reward membership scheme and access to great discounts

• Four-week sabbatical every five years you’ve been with us

• Private healthcare