Brand Reputation Manager

2 weeks ago

Johannesburg, Gauteng, South Africa Yum Full time

Key Responsibilities

  • Leverage elements such as our Employer Brand, our people promise, Sustainability, Grassroots sports (basketball), youth unemployment, localization of supply, and supporting the speech and hearing impaired to engage proactively with external parties to build brand equity. A key focus is to build KFC RoSSA's brand reputation as; a community builder, purposeled brand, employer of choice and industry leader across the "food, people and planet" pillars.
  • Protecting KFC RoSSA's brand reputation through proactive media and industry monitoring, risk identification mitigation, issues and crisis identification and management in a manner that protects the brand and limits the impact on brand trust.

Strategize and Drive Proactive Reputation PR:

  • Secure majority share of voice for KFC South Africa by executing proactive long and short-term Public Relations strategies and execution plans that promote a positive reputation for KFC across both traditional channels and LinkedIn, as well as other owned and identified communication channels.
  • Building and executing a full calendar of communication activities through engaging content and experiences.
  • Define (and consolidate) the Purpose framework and agenda for our RoSSA markets.
  • Managing agency partners to enable the delivery of the strategy and secure mass positive coverage for the brand.
  • Build partnerships and dialogue with media, industry, and external stakeholders by telling distinctive stories to build credibility for the brand
  • Produce effective and highquality written content for distribution to key stakeholders.
  • Collaborate with functions across the business by proactively identifying relevant news, events, initiatives, and opportunities for the brand.
  • Delivering quality brandbuilding proactive media coverage local and global across our "people, planet and food' pillars to position KFC as a brand that cares.
  • Create & lead the KFC RoSSA's newsroom as the first point of contact and develop craft, and approve the official brand responses.
  • Support Franchise partners in an advisory role to guide and sign off proactive media opportunities

Reactive Reputation Management:

  • Monitor industry, media and social channels for brand reputation issues and crises on a proactive level by identifying potential issues for the brand and business as well as developing mitigating strategies.
  • Manage media crises and issues: Support the KFC RoSSA Business Unit on reputational risk matters and advise the CCT on key issues.
  • Work crossfunctionally to proactively manage reputational risk and develop response strategies for both traditional and social media.
  • Support Franchise partners and the broader business to manage issues and crises as the media relations lead to preserving the brand's reputation.

Drive Sector PR Support:

  • Steer and drive strategic direction with Brand Managers in building PRled campaigns for calendar activity to build cultural relevance for the brand.
  • Support the Marketing Team with PR recommendations and integrated ideas for the Marketing Calendar to drive media coverage and social media buzz.

Stakeholder Management:

This role requires engaging and interacting with a variety of internal and external stakeholders, across our 22 RoSSA markets:

  • Yum RSC
  • 1st support point of contact during an issue/crisis as the appointed media crises lead.
  • Operations & REX, Supply Chain, Marketing, HR (Managing issues and crisis, resolving customer/operational related issues that could create reputational risk, identifying proactive stories within each department to proactively tell to external stakeholders)
  • Marketing (Assist in amplifying cult, and calendar campaigns)

This role also communicates with:

  • Advertising, Media and Sport Sponsorship agencies
  • Members of the media/press
  • Global Yum Team
  • KFC industry stakeholders including political personnel
  • Influencers
  • Franchise partners and LSMs

Qualifications

  • Degree in Communications, Public Relations, Journalism or a related field preferably with Honours (or equivalent)

Experience

  • 5+ years PR experience (corporate communications/public affairs), a minimum of 2 years in corporate would be advantageous
  • Existing media skills an advantage

Competencies

  • Ability to think strategically, creatively and innovatively and lead a team to execute ideas
  • Existing media skills an advantage
  • Excellent communication skills both verbal and written
  • Excellent writing & storytelling skills with attention to detail
  • A collaborative team player
  • Must be able to prioritize issues and opportunities
  • Ability to influence and strong negotiation skills
  • Strong problemsolving skills
  • Effective listening skills
  • Strong attention to detail
  • Ability to work under pressure and stress
  • Comfortable making spontaneous decisions
  • Adaptable and Resilient

Travel/Hybrid requirements

  • Standard working conditions (WFH) and office with busin

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