JOB OVERVIEW

Responsibilities:
1. Brand Strategy and Campaign Management:
• Develop and execute comprehensive branding strategies for new restaurant launches, refurbishments, seasonal campaigns, collaborations, and pop-ups across the region
• Oversee and improve all customer-facing elements, including packaging, signage, digital presence, and in-store experiences.
• Ensure alignment with marketing teams to maintain brand consistency across all customer engagement activities, including campaign messaging and strategies
• Collaborate with operations and design teams to implement branding enhancements for guest-facing touchpoints.
2. Brand Manual Development:
• Work in collaboration with the marketing department to define and produce a comprehensive brand manual.
• Ensure the brand manual includes,
o Brand Story: Communicating the essence of the brand.
o Brand Personality: Defining the brand’s tone and character.
o Target Audience: Identifying key demographic and psychographic segments.
o Brand Identity Guidelines: Specifications for logos, colors, typography, and visual elements.
o Visual Assets: Photographs, illustrations, and other design assets.
o Communications and Messaging: Key messages and tone of voice guidelines.
o Digital Guidelines: Online branding, including website and social media.
o Interior and Exterior Branding: Alignment of physical spaces with brand ethos.
o Marketing Material: Templates and assets for promotional content.
o Brand Extensions: Opportunities for future growth or diversification.
o Legal and Compliance: Adherence to brand-related legal and regulatory requirements.
o Practical Applications: Guidelines for real-world use in day-to-day operations.
3. Menu Management:
• Menu Layout and Design: Ensure all menus (QR code, digital, printed) are user-friendly, visually appealing, and aligned with brand guidelines for dine-in, takeaway, and home delivery.
• Menu Descriptions and Photography: Ensure descriptions are clear, accurate, and engaging, supported by high-quality, standardized photography.
• Pricing Strategy and Evaluation: Develop and implement pricing strategies for all menu items, ensuring alignment with market trends, customer expectations, and profitability goals.
• Collaboration with Culinary R&D: Work closely with the R&D culinary team to introduce innovative menu items, improve existing recipes, and enhance plating and presentation.
4. Guest Experience and Service Standards:
• Partner with the Customer Experience Director to improve service standards and supervise the implementation of guest service enhancements.
• Ensure the integration of branding elements into the service experience to create memorable customer interactions.
• Oversee the execution of future guest service improvements across the region to maintain a high standard of customer satisfaction.
5. Regional Oversight:
• Oversee branding and marketing efforts for all current and future brands within the company’s regional portfolio.
• Ensure consistency and adaptability of brand strategies across different locations and market demographics.
Act as the regional point of authority for all branding, menu, and customer experience decisions
6. Cross-Functional Collaboration:
• Interior Design Alignment: Collaborate with the Interior Design team to ensure store layouts, physical spaces, and ambiance reflect the brand ethos and enhance the guest experience.
• Align with the marketing team to develop impactful campaign messaging and ensure cohesive brand representation across all platforms.
• Partner with culinary, design, and operations teams to maintain a unified brand vision.
Work with the supply chain team to ensure efficient sourcing and availability of ingredients for menu changes and innovations.