Marketing Manager - Brand Licensee

Strategy & Planning

• Develop and execute the multi-year marketing strategy aligned with licensor brand vision and company business objectives and priorities.
• Translate strategy into integrated plans between Fuels, Payment Loyalty & CRM, Brand & Customer Experiences, Digital Marketing and Pricing that brings competitive advantage, aligned with Licensor's marketing guidelines, Multi-Year Plan, and business T&R.
• Manage marketing budget, prioritize initiatives to maximize return from investment
• Engage Brand Licensor early on material initiatives requiring alignment or approval.

Retail & Non Retail

• Manage all marketing mix elements: Pricing, Product portfolio, Channel, Value propositions, Communication, and Promotion for Fuels and Non-Retails in collaboration with relevant internal stakeholders.
• Lead NFR marketing strategies across convenience retail, food service, car care, lubricants, and co-locators.
• Ensure all programs are operationally executable and compliant with Brand customer promise standards.
• Co-develop and execute EV strategy for the market together with Network team, including strategic partnership both for 2W and 4W across value chain.

Loyalty, CRM & Digital Payments

• Own the loyalty and CRM strategy, aligned with Brand-approved models.
• Act as business and contract owner for loyalty platforms and app vendors.
• Work with the Brand Representatives to align digital roadmaps and ensure compliance with digital and data standards.
• Drive adoption of digital payments and partnerships.

Brand, Communications & Media

• Drive Licensor brand preference, trial and loyalty levels to enable growth in both volumes and market share.
• Ensure consistent and compliant use of the Brand across sites, campaigns, and channels.
• Oversee local brand communications, campaigns, PR, and social media.
• Act as contract owner for creative, media, and PR agencies.
• Serve as single point of contact of the Brand Licensor on brand and communications matters.

Partnerships

• Identify and manage local partnerships that enhance customer value and commercial performance.
• Ensure partnerships comply with Brand licensing, legal, and competition requirements.
• Coordinate with Brand licensor on partnerships with regional or global implications.

Customer Insights & Performance

• Build knowledge and market understanding by keeping track of customer trends & needs, current & future business/industry environment, total market size and share tracking, identification of key segments, channels, customers and competitive position through external research projects (qualitative & quantitative), 3rd party insights from agencies (media, loyalty, partners), and internal data points (loyalty app, ERP, POS, etc.)
• Track campaign effectiveness, ROI, and brand health.
• Share insights with Brand licensor as required under licensing arrangements.