Title: Brand Manager, Cafes
Company: LUKOIL
Location: Moscow
Experience: 3 to 6 years
Responsibilities:
- Development of internal marketing processes;
- Development, presentation, and defense of the annual marketing strategy for Cafes in conjunction with the Company's annual goals;
- Development and control of the annual promotion plan implementation, ensuring the development of a communication plan;
- Planning and management of the marketing budget in close connection with revenue impact, as well as operational adjustments if necessary;
- Management of advertising, PR, SMM, influencer activities, and marketing events for the Cafes segment;
- Organization of joint marketing events with key partners;
- Effective interaction with the marketing and non-fuel business block team, partners, and contractors;
- Ensuring and controlling the development of advertising materials (RIМ) for digital and POSM;
- Analysis of commercial and marketing indicators for the segment, organization of marketing research;
- Control of the calculation of the effectiveness of ongoing promotions, loyalty programs, and other activities;
- Competitor analysis, reporting;
- Menu calendar management: Development, implementation, and control of a long-term menu rotation calendar (seasonal updates, holiday specials, festival weeks, cyclical menus);
- Marketing analysis and engineering: Regular audit of menu effectiveness (ABC/XYZ analysis, analysis of margin and dish popularity). Optimization of menu structure and visualization to maximize profit;
- Promotion and local marketing: Development and launch of marketing activities around the menu calendar (promotions, combo offers, tastings, integration of new items on social media and points of sale);
- Cost control: Jointly with the brand chef, maintaining the target Food Cost level when updating items and planning promotions.
Requirements:
- Higher education (economics, commerce, marketing, management), preferably with additional marketing education;
- Work experience of 5+ years in large chain catering projects or large restaurant holdings (average monthly turnover of 500 million rubles or more);
- Experience in developing a brand from scratch, including brand book development;
- Understanding of key brand metrics, as well as online and offline advertising campaign performance indicators;
- Knowledge and experience in developing and implementing marketing strategies;
- Strong communication channel management skills;
- Successful experience in Digital Marketing: SEO, targeted advertising, retargeting setup, banner and native advertising, SMM, blogosphere;
- Experience with ORM, SERM, understanding of performance metrics, and successful case studies;
- Experience managing a marketing budget of 25 million rubles/month or more and advertising campaign performance evaluation metrics;
- Strong project management skills, experience managing agencies/contractors;
- Knowledge of the specifics and current trends of marketing in the HoReCa sector;
- Experience in successful management of the product assortment matrix and menu calendar development in the Catering/Horeca sector;
- Deep understanding of menu engineering principles, pricing, and sales analysis (ABC analysis).
Conditions:
- Work in a stable, dynamically developing company;
- Official employment in accordance with labor legislation;
- Prospects for professional growth, training opportunities;
- 5/2 schedule from 9:00 to 18:00, Fridays until 16:45 (possibility to change start and end times of the workday);
- Annual bonus based on performance;
- Vacation 28+3 days;
- Voluntary medical insurance (DMS), bonuses upon vacation, comprehensive social program;
- Salary level to be discussed based on interview results.
Join us and become part of a strong team!
