Senior Brand Manager

At KFC, we pride ourselves on being original. We even named our recipe after it. But for us, the answer to the question is simple. Be You. Everyone at KFC is different. Unique. It’s what makes us special - Our people, The Originals. And we welcome you to join us. Bring your individuality to the table. Bring your grit and energy. Bring your spirit. Your story. Your drive and your passion. Bring it. Every piece of you. Even the parts you don’t like. Because we value our people no matter what. We’ll feed your potential and we’ll support you; to be your best self, to make a difference, and have fun. Together, we can be part of something truly extraordinary. All you have to do, is Bring it.

This role requires you to lead the development and delivery of brand strategy, innovation, communication and commercial activation for assigned brand priorities, translating consumer, cultural, digital and business insight into distinctive brand plans that grow equity, relevance and sales. The role is accountable for shaping the brand agenda across physical and digital touchpoints, partnering cross-functionally with operations, digital, data, finance, franchise partners and agencies to deliver effective campaigns, strong marketplace execution and measurable commercial outcomes.

Responsibilities:

Lead Brand Strategy & Growth Delivery
•Develop and manage the annual brand plan for assigned portfolios, translating business strategy into clear priorities, campaigns, growth levers and measurable delivery plans.
•Use consumer, category, cultural, digital and commercial insight to identify growth opportunities and strengthen brand relevance across the full customer journey.
•Monitor brand health, campaign performance and commercial outcomes, recommending actions that improve effectiveness, growth and return on investment.
Drive Innovation, Communication & Full-Funnel Activation
•Lead innovation, renovation and promotional activity from opportunity identification through business case, launch planning, execution and post-launch learning.
•Prioritize innovation opportunities based on consumer value, brand fit, operational feasibility and commercial potential.
•Deliver integrated, full-funnel campaigns across awareness, consideration, conversion, retention and loyalty, ensuring activity connects brand objectives to commercial results.

Lead Digital, Consumer Journey & Cross-Functional Execution
•Partner with digital, CRM, delivery, social and performance marketing teams to improve reach, conversion, retention, personalization and campaign effectiveness.
•Lead media briefing, channel strategy and investment recommendations.
•Develop connected customer experiences across restaurant, digital, delivery, CRM, loyalty, social, partnerships and other relevant touchpoints, ensuring a seamless and commercially effective consumer journey.
•Support the adoption of MarTech, automation and first-party data solutions that improve targeting, reporting, optimization and speed to market.
•Mobilize Operations, Franchise Partners and functional teams around brand priorities and marketplace execution.
•Build strong agency partnerships and hold partners accountable for quality, speed and effectiveness

Monitor, Learn, Optimise & Respond with Agility
•Manage assigned brand, campaign and media budgets within delegated authority, making informed investment recommendations across brand, digital, CRM, delivery and in-restaurant activity.
•Diagnose performance and recommend action across volume, value, revenue, share, margin and ROI.
•Balance short-term commercial delivery with long-term brand building
•Connect consumer, media, digital, restaurant and commercial data to diagnose performance and identify opportunities.
•Use AI, MarTech and automation tools to improve experimentation, workflow efficiency, personalization, performance reporting and campaign optimization

Lead Customer, Culture & Creativity
•Turn consumer understanding, cultural signals, social listening and marketplace opportunities into distinctive brand action.
•Lead creative development from brief through approval and challenge agencies to raise the quality of work.
•Protect distinctive KFC brand expression while ensuring relevance across local markets and communities.

Education:
Bachelor’s Degree in Marketing, Business Management, Commerce or related fields
Post Graduate Qualification or MBA Preferred

Experience:
•5-8 years progressive experience in brand management, growth marketing, digital marketing, category management or consumer-led commercial roles within FMCG, QSR, retail or related environments
•Demonstrated end-to-end ownership of significant brand campaigns, innovation launches or growth initiatives from strategy through execution and measurement
•Strong commercial acumen, including direct experience managing a brand or category budget, forecast and P&L linked reporting
•Experience leading creative and media agencies, and holding them accountable for quality and effectiveness
•Experience working within a multi-market environment is advantageous
•Track record of using consumer insight to solve a commercial or brand problem, with a measurable before/after result
•Experience using digital, CRM, first-party data, media or performance marketing inputs to optimise activity and improve commercial outcomes
•Exposure to Integrated Business Planning or similar cross functional planning processes
•Experience leading agency partners across creative, media, social, digital, CRM or performance marketing disciplines

Capabilities:
•Strategic thinking combined with execution rigour
•Influencing, stakeholder management and cross-functional leadership
•Creative judgement and consumer empathy
•Commercial acumen and decision making
•Digital, data, CRM, AI/MarTech, performance marketing and experimentation fluency
•Ability to connect brand building with measurable commercial growth across physical and digital consumer ecosystems
•Ability to operate at pace in a complex franchise environment