Head of Digital Marketing

Pedros; Durban; On-site; ZAR 1,800,000 - 2,800,000; Full time

Job summary

Pedros Chicken is seeking a commercially driven, innovative Head of Digital Marketing to lead the group’s digital growth strategy across its expanding portfolio of brands. The role demands strategic thinking, hands-on digital expertise, and a focus on customer insights, technology and data-driven marketing to deliver profitable growth and exceptional customer experiences.

The candidate will oversee digital strategy, performance marketing, CRM, loyalty, analytics and leadership across multiple

Qualifications

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

Responsibilities

• Develop and execute digital marketing strategies aligned with brand objectives.
• Drive customer acquisition, retention, digital sales growth and ROI.
• Lead digital marketing budgets, investment planning and performance optimisation.
• Identify opportunities to improve conversion, engagement and lifetime value.
• Oversee paid media, SEO, social media, content and influencer strategies.
• Optimize campaign performance across platforms for reach and returns.
• Collaborate with Brand and Creative teams for engaging campaigns.
• Drive analytics, testing and optimisation to improve results.
• Lead CRM, segmentation and loyalty initiatives to strengthen relationships.
• Develop targeted engagement strategies to increase purchase frequency.
• Optimise digital journeys across websites, apps, ordering and delivery platforms.
• Leverage first-party data to improve personalisation and marketing effectiveness.
• Partner with Technology and Ops to enhance platforms and marketing tech.
• Identify opportunities to leverage AI, automation and new technologies.
• Establish dashboards and reporting frameworks to measure effectiveness.
• Translate analytics into actionable commercial insights and recommendations.
• Lead, develop and mentor the Digital Marketing team.
• Manage external agencies and partners.
• Collaborate with senior stakeholders across Marketing, Ops, Finance, Tech and Delivery.
• Drive accountability, innovation and consistent execution across brands.

Skills

Digital marketing

Leadership

Analytics

Performance marketing

Education

Marketing degree or related

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.

Why Join Pedros?

This is an opportunity to play a key leadership role in shaping the digital future of one of South Africa's growing restaurant groups. You will influence how our brands connect with customers, drive digital innovation and contribute directly to the commercial growth of the business.

Ready to ignite our digital growth?