Sr. Associate Brand Manager IMC Insights

Strategy & Measurement

• Collaborate with Marketing cross-functional team to establish clear objectives, goals, and strategies for measuring marketing effectiveness.
• Develop a comprehensive marketing measurement framework that aligns with business objectives and provides a clear understanding of marketing impact across different channels and campaigns.
• Identify and track key performance indicators (KPIs) and metrics to track marketing performance, such as customer acquisition, conversion rates, return on investment (ROI), cost per acquisition (CPA), and customer lifetime value (CLV).
• Oversee third-party agency in the MMM process in partnership with KFC’s media team.

• Lead strategic first party data growth and enrichment programs that expand and extend KFC’s owned data capabilities that maximize our ability to derive insights.
• Provide insights and analyses related to longitudinal customer behavior to inform our brand and product strategies.

• Generate regular reports and present findings to marketing teams, marketing leadership & IAT – with ownership of IAT Measurement Meetings.
• Communicate insights, findings, and recommendations in a clear and concise manner to drive data-driven decision-making and marketing optimization.
• Monitor marketing spend and ROI across different channels and campaigns, making data-driven recommendations for resource optimization.
• Collaborate with cross-functional teams, including marketing, analytics, finance, and operations, to ensure alignment and integration of marketing effectiveness initiatives with overall business goals.

• Other KFC Marketing Teams (Calendar, Digital, Media, Advertising)
• Agency partners (including Spark, Mullen Lowe, BASIC, & Edelman)
• Third parties (e.g., Media Auditing companies, MMM partner, etc.)
• KFC Global Team & Cross-Brand teams at Pizza Hut & Taco Bell
• Franchisee Leadership including the NCAC & NMS

• Education/Certifications – Bachelor’s Degree preferred but not required.
• Experience
  • 8 years of relevant business experience or equivalent experience
  • Familiarity with MMM programs, marketing attribution, and performance data a plus.
  • Self-starter with ability to adapt to fast-paced, fluid work environment with intellectual curiosity, strategic thinking, and a desire to have a significant commercial impact on the organization
  • Demonstrated track record of strong project management skills, including ability to complete projects within tight timelines and manage multiple priorities with urgency
  • Demonstrated communication skills including abilities to influence and inspire others of all levels of the organization and franchise system.