Assistant Marketing Manager – Growth Brands UAE

JOB PURPOSE

The Assistant Marketing Manager – Growth Brands plays a pivotal role in shaping the future of Americana’s emerging brands portfolio, including Chicken Tikka, Wimpy, and others. Acting as a custodian of brand identity and consumer love, this role blends strategy with hands-on execution to accelerate growth, build relevance, and unlock brand potential in the UAE market. The scope includes delighting target consumers, building strong brands through active planning and implementation, and driving transactions alongside a healthy category mix for the assigned brands. The role leads marketing operations in close partnership with cross-functional teams such as Operations, Revenue Management, Technology, and Legal & Compliance, developing tailored execution plans to address brand and store-level challenges.

KEY RESPONSIBILITIES

• Deliver business objectives in terms of market share, transaction growth, sales volume, and profit growth.
• Initiate, propose, supervise execution, monitor, and evaluate campaigns and activities at both market and store level.
• Conduct continuous reviews of brand performance and identify tactics and strategies for both short- and long-term adjustments.
• Collect and analyze competitor information to inform marketing strategies and plans.
• Enhance consumer perception of Growth Brands versus QSR competitors through meaningful, value-added, and relevant activities.
• Lead and manage agency partners across creative, media, PR, influencer, and aggregator streams to deliver impactful campaigns with measurable ROI.
• Support innovation by launching new menu items and seasonal campaigns, ensuring consistent brand storytelling across all touchpoints.
• Engage with internal teams and stakeholders to capture needs and ideas, driving creativity, effectiveness, and alignment in marketing efforts.
• Ensure a deep understanding of local consumers, placing their needs at the heart of decision-making and building brand love and interest in offerings.

QUALIFICATIONS, EXPERIENCE AND SKILLS

• BS/BA degree in a business-related function.
• 4–6 years of marketing experience in F&B within the UAE.
• Fluent in English; Arabic desirable.
• Excellent MS Office proficiency.
• Strong collaboration skills with Operations, Supply Chain, and other stakeholders.