Good day, dear job seekers! French Bakery SeDelice Company welcomes you. We have opened an exciting new vacancy for you and invite you to explore it!
We are growing, scaling our franchise, and looking for a leader who will transform marketing into a powerful profit growth driver and make the FRENCH BAKERY brand a recognizable symbol of quality.
Your Key Objective:
To ensure the achievement of the network's financial goals (revenue growth, traffic, average check) by building a systematic marketing approach, managing the brand, and developing guest loyalty.
Your Responsibilities:
1. Strategy and Business Management:
- Marketing Strategy: Development and implementation of a divisional strategy aimed at increasing market share, brand awareness, and key metrics (LTV, revenue, repeat visits);
- Budgeting: Planning and effective management of the marketing budget, ROMI control;
- Analytics and Reporting: Building a comprehensive analytics system (dashboards, post-analysis of campaigns, data analysis) for data-driven decision-making.
2. Product Marketing:
- Product Management: Analysis of trends and competitors, participation in the creation of seasonal menus, new dishes/drinks, and launch concepts;
- CJM (Customer Journey Map): Development and optimization of the entire guest journey — from the first touchpoint on social media to packaging and in-cafe service;
- Touchpoints: Control of visual and semantic brand consistency across all channels (website, app, maps, delivery, menus, POS materials, navigation, entrance areas).
3. Digital, CRM, and Loyalty:
- CRM Marketing: Building a customer retention system: database segmentation, trigger communications, reactivation scenarios, and LTV growth;
- Digital Channels: Management of SMM, content strategy, media planning, and advertising campaigns;
- App and Delivery: Development of the mobile application and work with aggregators.
4. Scaling and Local Marketing:
- Franchise Support: Creation of marketing methodologies, guides, and standards for partners (60+ locations);
- Local Marketing: Management of activities in each specific location, considering the specifics of the area (traffic, business centers, residential complexes, competitors);
- Openings: Ensuring marketing support for new locations and rebranding.
5. Brand, PR, and Reputation:
- Visual Code: Building a unified style (brand book, design, packaging, print materials);
- Reputation Management: Control of all touchpoints, managing reviews, ratings (Yandex, Google), and PR activities;
- Collaborations: Launching special projects, working with bloggers, partners, and city platforms.
6. Team and Processes:
- Formation and Management: Building the marketing department structure, recruiting specialists, task delegation, KPI setting, and quality control;
- Cross-functional Interaction: Establishing effective collaboration between marketing and other departments.
What we expect from you:
- Experience in HoReCa, large restaurant chains, or retail is a mandatory criterion;
- Experience: From 6 years in a CMO / Head of Marketing position;
- Professionalism: You are a strong strategist who can work both at the conceptual level and at the implementation level;
- Deep understanding of metrics (ROMI, LTV, CAC, RFM, ABC/XYZ) and the ability to turn numbers into actions;
- Aesthetic Intelligence: High level of exposure to design trends, a sense of style, and an understanding of how visual communication impacts brand perception;
- Leadership: Experience in team building, ability to inspire, and establish clear work processes;
- Reputation: Transparent and clean professional background.
What we offer:
- Stability: Employment according to the Labor Code of the Russian Federation and timely payments;
- Competitive Salary: base salary + KPI (discussed with the successful candidate at the final stage of negotiations);
- A large and friendly team of like-minded people and support at all stages of work;
- Opportunities for professional growth and training;
- Discounts on bakery products;
- Convenient office location within a minute's walk from Novoslobodskaya Metro station;
- 5/2 schedule (from 09:00 to 18:00 or from 10:00 to 19:00).
