Head of Franchise Marketing

Head of Franchise Marketing
Responsible to: Franchise Director
Role Overview:
The purpose of this role is to work with and support the JD Franchise Partners fully aligned to JD Global brand rules and procedures. Working with the JD Global Centres of excellence Marketing & Social teams, as well as other internal key stakeholders, to manage all Marketing & Social activity required to support the JD Franchises as part of the JD marketing department. The ability to travel to and spend time in the respective markets and build strong relationships with the franchise partners teams is crucial to the success of the role. The role will assume responsibility as the primary JD point of contact for the partners, as well as the various teams in the marketing department to share best practices & JD processes, as well as maintaining the portal as a key touchpoint for all parties. Helping to manage the co-ordination of the local calendars, sharing of JD global campaigns as well as managing the overall process and all proposals for JD’s marketing approach in territory. All Franchise marketing and social activity should be aligned to the JD global marketing strategy and be managed with the local partners against agreed yearly budgets. All activities will be monitored and reported upon based on agreed KPIs to help support the commercial growth targets.
Key Duties/Responsibilities:
· Create and co-ordinate the localised JD Marketing calendar including all campaigns, social practices, trading & key brand opportunities with the local Franchise Partner contacts to ensure an aligned approach with the JD Global calendar.
· Work with franchise partners to develop and deliver the global and local social strategy.
· Set objectives and social media KPIs in line with global objectives.
· Drive the ‘JD DNA’ – acting as a brand ambassador in market and ensuring all Franchise Partner activity is aligned with the JD brand & focused on targeting our core consumer with a best-in-class delivery regardless of location.
· Be the key point of contact for the collation and sharing of proposed budgets and/or activity in the local markets for sharing key stakeholders and wider JD marketing teams as appropriate to capture any feedback or share knowledge from the Global marketing team.
· Support in the process of sharing JD Campaigns alongside the Studio departments from planning through to final execution – working with the wider team, particularly the JD Campaign Team, to ensure it’s on brand & engaging to local audiences with any necessary local requirements built into the critical path & delivery.
· Create a clear feedback loop with the local Partner contacts and central teams around campaigns & content to ensure their point of view is represented in planning.
· Ability to help create idea’s and initiate supercharged marketing idea’s, assisting the local Partner marketing contacts in creating fresh ideas that are in keeping with the JD brand while helping elevate the local market activity.
· Collaborate with JD marketing teams to ensure the information in the Franchise Portal is fully updated & reflective of best-in-class activity as well as engaging in opportunities that can be maximised locally via the Franchise Partners.
· Manage day to day relationships with partners, and where necessary the JD marketing teams, to utilise all aspects of the relationships in the best possible way to support our marketing activity & commercial growth locally.
· Build collaborative relationships with wider business teams, particularly Retail/Visual Merchandising teams, to ensure a consistent message & approach in the delivery of services to the partners.
· Gain an in-depth knowledge of local market(s) and trends specific to them via contact with the local Franchise Partner marketing contacts.
· Stay up to date with JD marketing processes through collaboration with the wider JD marketing teams and ensure these are fully shared with the local Franchise Marketing Partner contacts.
· Establish an agreed reporting format across Marketing activity, both periodically and for specific campaigns, to track & report on performance.
· Help the local Franchise Marketing Team identify and present appropriate partnership opportunities to leadership based on marketing strategy and calendar to complement existing commercial activity.
· Liaise with senior stakeholders, as appropriate, to sign off all appropriate creative designed by the local Franchise Marketing team and advise them on any creative guidelines from time to time.
· Provide monitoring and reporting of activations to leadership team based upon agreed KPIs including all commercial benefits.
· Portal maintenance and ownership of improvements in line with global strategy.
Skills/Experience/Knowledge needed:
· Franchise experience or similar.
· Knowledge of the retail industry is key.
· Awareness of the JD brand and marketing processes is desired.
· Experience of working cross functionally within a marketing department.
· Past experienced in owning a project vision, execution, quality, and stakeholder relationship.
· Experience of planning & activating Marketing Calendars and Campaigns.
· Strong interpersonal communication and presentation skills.
· Competent in brand presentations and creating marketing guidelines in desired.
· Excellent project management skills and the ability to lead multiple projects within constrained resource environment.
· Ability to work as part of a growing multi-cultural team in a fast-moving environment.
· Strong understanding of event reporting and analysis.
Clear understanding of the JD Brand and wider corporate strategy.
· A willingness to work out of hours and travel where necessary is essential.
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