Head of Digital Marketing at Pedros Flame Grilled Chicken

Job Description

• We are looking for a commercially driven and innovative Head of Digital Marketing to lead our Group's digital growth strategy across our expanding portfolio of brands.
• This senior leadership role will be responsible for driving measurable commercial growth through digital marketing, customer acquisition, retention, loyalty and performance optimisation.
• The successful candidate will combine strategic thinking with hands-on digital expertise, using customer insights, technology and data-driven marketing to deliver profitable growth and exceptional customer experiences.

Key Responsibilities

Digital Strategy & Commercial Growth

• Develop and execute digital marketing strategies aligned with Group and individual brand objectives.
• Drive customer acquisition, retention, digital sales growth and return on marketing investment.
• Lead digital marketing budgets, investment planning and performance optimisation.
• Identify opportunities to improve customer conversion, engagement and lifetime value.

Performance Marketing & Digital Channels

• Oversee paid media, SEO, social media, digital content and influencer marketing strategies.
• Optimise campaign performance across digital platforms to maximise reach, conversion and commercial returns.
• Collaborate with Brand and Creative teams to deliver engaging, consistent and effective campaigns.
• Drive continuous improvement through campaign analytics, testing and optimisation.

CRM, Loyalty & Customer Experience

• Lead CRM, customer segmentation and loyalty initiatives to strengthen customer relationships.
• Develop targeted customer engagement strategies that increase purchase frequency and retention.
• Optimise digital customer journeys across websites, applications, online ordering and delivery platforms.
• Leverage customer insights and first-party data to improve personalisation and marketing effectiveness.

Digital Innovation & Analytics

• Partner with Technology and Operations to enhance digital platforms, marketing technology and customer experiences.
• Identify opportunities to leverage AI, automation and emerging digital technologies.
• Establish performance dashboards and reporting frameworks to measure digital marketing effectiveness.
• Translate marketing analytics into actionable commercial insights and recommendations.

Leadership & Stakeholder Management

• Lead, develop and mentor the Digital Marketing team.
• Manage external agencies, technology partners and specialist service providers.
• Collaborate with senior stakeholders across Marketing, Operations, Finance, Technology and Home Delivery.
• Drive accountability, innovation and consistent execution across multiple brands.

Minimum Requirements

• Relevant degree or equivalent demonstrated expertise in Marketing, Digital Marketing, Commerce, Analytics or a related discipline.
• 8–10+ years' experience in digital marketing, including significant leadership and strategic management responsibilities.
• Proven track record of delivering measurable commercial growth through digital marketing initiatives.
• Strong expertise in performance marketing, paid media, SEO, CRM, loyalty programmes, marketing analytics and conversion optimisation.
• Experience managing digital marketing budgets, agencies and cross-functional teams.
• Strong commercial acumen, with the ability to evaluate marketing ROI, customer acquisition costs and customer lifetime value.
• Experience implementing digital marketing technology, automation and data-driven customer engagement strategies.
• Sound understanding of customer data protection, POPIA and responsible digital marketing practices.
• Experience within QSR, retail, hospitality, FMCG or multi-brand consumer environments will be advantageous.

Key Competencies

• Strategic and commercially focused thinking.
• Strong analytical and data-driven decision-making.
• Customer-centric approach to digital innovation.
• Excellent leadership and stakeholder engagement skills.
• Ability to influence across multiple business functions.
• Results-driven, adaptable and comfortable operating in a fast-paced, growing organisation.