Brand Manager at Shoprite Group of Companies

Job Objectives

Brand Strategy & Development

• Develop, implement and manage the annual brand strategy for OK Franchise in alignment with national marketing goals.
• Shape brand positioning, architecture, and visual identity across all customer-facing platforms.
• Support the launch of new business ventures and store formats by developing brand strategy, naming, and positioning frameworks.
• Ensure the brand remains relevant and differentiated through continuous innovation and market responsiveness.
• Translate strategic business goals into integrated marketing communication plans.

Marketing Campaign Management

• Lead the development and rollout of 360° marketing campaigns across ATL, BTL, digital, social media, and in-store channels.
• Ensure that promotional campaigns are designed to drive traffic, increase basket size, and build customer loyalty.
• Partner with internal stakeholders, creative agencies, production teams, and media buyers to execute campaigns on time and within budget.
• Develop seasonal promotional calendars and coordinate execution across all touchpoints.
• Oversee the integration of Count On! Card loyalty program into key campaigns and customer journeys.

Digital & Social Media Leadership

• Oversee the social media strategy and ensure a cohesive digital brand presence that reflects campaign priorities and customer engagement goals.
• Monitor performance across platforms and optimize content and media mix accordingly.
• Guide content creation, paid media management, and influencer engagement as part of broader digital efforts.
• Ensure digital platforms support promotional goals, store-level communications, and franchisee participation.

Market & Customer Insight

• Commission and analyse customer and market research to guide campaign messaging, media selection, and store-level targeting.
• Stay abreast of shopper trends, regional differences, and customer preferences across different franchise formats and territories.
• Maintain a close watch on competitive activity, category dynamics, and retail innovations to keep OK Franchise top-of-mind and ahead of the curve.

Stakeholder & Franchisee Engagement

• Build strong relationships with franchisees, supporting their participation in campaigns while offering tools to drive local execution.
• Partner with Buying, Operations, PR/CSI, and Finance teams to ensure campaign alignment and performance tracking.
• Collaborate with internal creative and external agencies to deliver high-impact communication and branding materials.
• Act as a brand ambassador within the business, championing brand consistency, customer focus, and marketing innovation.

Budget & Performance Management

• Manage the end-to-end marketing budget for OK Franchise, including planning, tracking, forecasting, and reporting.
• Ensure efficient use of marketing funds across channels and campaigns, with a focus on ROI and cost-effectiveness.
• Provide monthly marketing reports and contribute to financial reviews and performance updates.
• Measure campaign effectiveness using data analytics, sales performance, and post-campaign analysis.

 Team & People Leadership

• Lead and mentor team members. promoting a collaborative and high-performance culture.
• Drive the marketing team’s contribution to the overall “people agenda” including learning, development, and engagement.
• Model proactive and positive leadership in line with the values of the Shoprite Group.

Qualifications

• Degree in Marketing, Brand Management, Communications, or related field. (essential)
• Postgraduate Degree (preferred)

Experience

• 5+ years’ experience in brand or marketing management within a retail, FMCG, or franchised environment environment with advanced knowledge and experience with complex project delivery success – (essential). 
• Solid experience building and good relationships including Executive level stakeholders – (essential).
• Proven track record of developing and executing successful integrated marketing campaigns.
• Experience managing external agencies and internal cross-functional teams.
• Familiarity with marketing across diverse African markets is advantageous.