Specialist, Brand Purpose

KFC Canada (Yum! Brands Subsidiary); Vaughan; On-site; CAD 50,000 - 90,000; Full time

Job summary

An established industry player is seeking a Brand Purpose Specialist to drive brand transformation and enhance trust in their offerings. This role is pivotal in developing strategies that integrate brand purpose into marketing efforts, while collaborating closely with agency partners and franchise stakeholders. The ideal candidate will possess a strong marketing background, creativity, and the ability to analyze customer data to refine strategies. The company fosters a culture that values personal and professional development, ensuring employees can thrive and become future leaders. Join this dynamic team to make a significant impact!

Benefits

Half-day Fridays

Personal development opportunities

Work-life balance initiatives

Qualifications

• 3+ years of Marketing experience in CPG, QSR, or Retail Marketing.
• Strong collaboration and creative skills to work with agencies.

Responsibilities

• Develop and integrate the Brand Purpose/Reputation Strategy into marketing.
• Launch national KFC Food Donation program to enhance brand awareness.

Skills

Marketing Strategy Development

Creative Skills

Data Analysis

Collaboration

Project Management

Education

Undergraduate degree in Marketing/Advertising/Commerce

Job description

This role plays a key part in KFC Canada's brand transformation, driving national support for the Brand Purpose (Reputation & Trust) portfolio. The Brand Purpose Specialist will spearhead efforts to enhance brand consideration and trust, while shifting perceptions of KFC's quality in Canada. As a crucial element of our marketing strategy, this position requires close collaboration with both agency partners and franchise stakeholders to ensure success.

Responsibilities:

1. Develop the Brand Purpose/Reputation Strategy and how it integrates into the marketing calendar. - Key Metrics to improve: Consideration, Trust and Quality as measured by YouGov
2. Launch KFC Food Donation program nationally, to grow impact and build awareness of Food Donation as a key purpose pillar for the KFC brand. Building excitement and momentum internally within the KFC system and externally amongst customers. - Key Metrics to improve: Awareness of KFC Food Donation measured by YouGov
3. Partner with agencies (Creative Agency, PR Agency, etc.), inspiring them to execute courageous, distinctive, and relevant work.
4. Gather relevant customer data and actively monitor and analyze this data to refine marketing strategy and generate consumer insights.
5. Play an active role in building relationships with external counterparts to drive the business forward & unlock incremental value.
6. Present ideas to key internal/external stakeholders & secure commitment from them.

Key Qualifications:

1. Education/Certifications: Undergraduate degree with preference in Marketing/Advertising /Commerce
2. Ambition, resourcefulness and tenacity, and belief in galvanizing a turnaround for the brand in Canada.
3. 3+ years of Marketing experience, preferably in CPG, QSR, or Retail Marketing
4. Able to work under pressure and to coordinate work with multiple deadlines.
5. Brilliant creative skills and ability to work in strong partnership with agencies.
6. Proven track record in the coordination of brand-building strategies and creative execution
7. Strong collaboration skills that focus on delivering efficiency and effectiveness

What makes KFC a great place to work?

Our People. We invest in people capability above all else, with a proven track record of developing internal talent to leadership levels across the business both in Canada and globally. We want people with smart, heart and courage that have the opportunity to not just make impact today but to become leaders of the future.

Our Culture. We are known for a culture that rewards and recognizes great effort, big or small, and providing the work life balance that is so important to staying inspired and engaged. We don`t just say it, we mean it – every Friday is a half day at KFC Canada! We will focus on your personal development as much as your professional development to ensure you can bring your best self to work.

KFC Canada is an Equal Opportunity Employer and Prohibits Discrimination and Harassment of Any Kind. KFC Canada encourages applications from all qualified candidates. Contact [e-mail] if you need accommodation at any stage of the application process.