Head- Marketing (Dunkin)

We are looking for ‘the maverick’ to head the marketing function of our coffee brand DUNKIN.

Dunkin currently has a network of 30+ stores with ambition to scale up the brand and drive profitable business growth. The brand is on a transformative journey, pivoting to be a beverage & bakery, which inspires people have #Just Damn Good Coffee. The brand was re-launched in November of 2022, & is on agenda to drive profitable growth.

Now, we’re focused on strengthening this new identity by evolving into a “beverage-forward” brand.

We want leaders who are obsessive to solve consumer problems and have a high analytical skills, have higher bias for action and have passion for creating amazing DTC brands.

The person with his/her team, will be responsible for complete brand strategy planning & deployment (Menu strategy, pricing engineering, media and digital activation calender). The incumbent will lead the team of brand, digital and NPD and will work with cross functional teams of Supply Chain / Ops/ Finance / Guest service/ on scaling the brand.

Drive acceleration for new user acquisition for Dunkin by crafting right brand & product (menu)strategy, developing the seasonal activation calender and looking to increase frequency of customers.

• Work on consumer acquisition, retention and frequency strategy, make DUNKIN’ a preffered 3rd space for consumers
• Hold together the short term and mid term marketing strategy calender and work with Ops/ digital team to drive awareness and generate more trials & acquire more consumers
• Work on distinctive brand assets which can cut the clutter and stand out in omni channel environment
• Co-Own NPS and guest satisfaction of the brand

Brand P&L Ownership, growth, GM and road to profit

• Responsible for store design , look and feel of the brand
• Drive consumer love, great service and loyalty which translates into frequency
• Drive topline and bottom line for the portfolio through
• Increasing frequency of purchase of existing category buyers & also drive the penetration strategy
• Drive partnership (with Chefs / external consultants) to bring scalable solutions to brands for faster awareness and business building
• Own perfect store online

Build Excitement

• Span out the detailed understanding of business strategy (barriers, frequency, repeats and new customer acquisition) and how innovations can plug these white spaces to drive frequency , penetration and premiumization.
• Build a very strong understanding of consumers and key vectors of purchase which will help us to drive more recruitment & frequency among large India population
• Curiosity to learn and importantly pulse on changing food trends across India / Asia and the globe
• Develop entry strategy and launch of new products. This will involve developing the full marketing mix including operations strategy, launch specifics and all ATL/BTL initiatives.
• Drive collaboration by ensuring smooth partnership of team members with cross functional partners

Lead the charge on driving innovation & deployment with rigour through tools like

• Innovation funnel, for 3 to 18 months, work with external suppliers to identify new food & Bevs concept
• Working closely with marketing insights team, chef team, the Supply Chain Team, the quality team, the Operations/Training team to ensure robustness of the commercialisation process.
• Manage all research needs- product sensory evaluations, copy testing etc
• Lead agency relationship including creative agency,

QUALIFICATIONS, EXPERIENCE, & SKILLS:

• Marketing experience of 12+ years and last 8 years in brands, overseeing product development and digital media. Must have done an innovation role
• Data driven, on analytics and can use data to drive consumer insight for decision making
• Full understanding of digital marketing funnel and media principles and how to deliver right ROI
• Consumer obsession, observant and thrives to solve underlying consumer problem using data

• Strong brand management / Strategy & Innovation experience BOTH needed.

  Foods experience is good to have but not a must.

  Ideally should have experience of building categories / brand in a consumer tech set up

• Person, who can navigate in a fast growing world where ambiguity exists and “QUICK” action mindset is needed to excel. The job needs passionate marketers who love marketing are passionate about food and have creativity to create local assets and deploy.

• Non Negotiable

  : This role requires, consumer obsession and love to roll up the sleeves and get into details of every aspect of band and business. People with entrepreneurial mindset, speed, resilience and love for marketing will thrive. JFL, values enterprize thinking and self starter attitude. It’s a role which prepares you for a CXO marketing role or a general management role.

• What this role will add to yor experience

  : (i) Enterpreneurial Zeal (ii) Building large DTC brands ~digitally enabled (iii) Innovation & strategy (iv) Organizational leadership (v) Understanding QSR industry in India