The posting
Responsibilities
Brand strategy and commercial leadership
- Own the annual brand plan, aligned to business strategy, merchandise priorities, customer needs and financial objectives.
- Turn sales, margin, stock, traffic, conversion, average basket value, customer and competitor data into clear marketing priorities.
- Develop brand positioning, audience priorities, seasonal narratives and channel roles; present recommendations, performance and risks to senior stakeholders.
Integrated retail campaigns
- Lead campaigns from strategy and briefing through production, launch, optimisation and evaluation.
- Move confidently between strategic planning and hands-on delivery, taking ownership of detailed campaign roll-out and implementation.
- Manage marketing calendars across stores, e-commerce, CRM, social, paid media, PR, partnerships, activations and local store marketing.
- Align merchandise, planning, operations, visual merchandising, e-commerce and creative teams on product, price, stock, timing and messaging.
- Oversee shoots, content, copy and assets, and drive accurate execution of promotions, launches, new stores, events and customer experience initiatives.
Digital, CRM and media effectiveness
- Digital marketing Strategy– Have key understanding of digital marketing. Provide input into & rollout digital strategy. Liaise with key strategic partners in order to drive brand reach, profit & innovation. Create, co-ordinate & manage social media content plans & briefs to internal & external stakeholders.
- Shape digital, social, CRM and paid-media plans with specialists and agencies to improve reach, engagement, traffic and conversion.
- Set campaign KPIs, monitor performance and optimise using evidence and test-and-learn methods.
- Protect brand consistency while adapting content to channel behaviour, customer intent and trading conditions.
Customer and brand stewardship
- Monitor competitor positioning, pricing, promotions, media and experience, and turn findings into practical brand responses.
- Act as senior brand custodian across customer touchpoints and support relevant CSI, partnership and purpose-led initiatives.
- Use research, social listening, feedback, trading results and trends to identify customer tensions and growth opportunities.
- Map customer journeys across digital and physical touchpoints to identify gaps and opportunities for a seamless, consistent brand experience.
Budget, agency and delivery governance
- Own the brand budget, phasing and reforecasting; manage supplier costs and variances and flag risks early.
- Lead agencies and suppliers through clear briefs, standards, timelines, commercial discipline and constructive feedback.
- Maintain campaign approvals, documentation and post-campaign reporting.
Team and stakeholder leadership
- Provide clear direction to coordinators and cross-functional contributors, delegate effectively and hold stakeholders accountable.
- Build collaborative relationships across the divisional and Group ecosystem, balancing shared efficiencies with the distinct needs of the home division.
- Coach less-experienced team members and improve the quality of briefs, thinking, execution and reporting.
Responsible AI and marketing technology
- Use approved AI tools for research, insight synthesis, ideation, briefing, content development, reporting and workflow efficiency, applying sound marketing judgement.
- Write effective prompts, assess and verify outputs, and refine AI-generated work to meet brand, customer and commercial standards.
- Protect confidential, customer and company information in line with data, privacy, copyright and information-security requirements.
- Identify practical AI use cases, support adoption and maintain working knowledge of AI tools, without replacing human accountability.
Qualifications
- Degree or advanced diploma in Marketing, Brand Management, Communications, Business or a related field.
- At least 5 years’ relevant experience, including ownership of brand plans and integrated campaigns in retail, consumer, lifestyle, homeware, furniture, apparel or a similarly fast-paced environment.
- Proven experience managing budgets, agencies, multiple stakeholders and concurrent campaigns from strategy through performance review.
- Strong omnichannel retail exposure across stores, e-commerce, CRM, social and paid media, with the ability to use commercial and customer data to influence decisions.
- Experience guiding junior team members or project teams; direct people-management experience is advantageous.
- Practical experience using AI tools and building bots to streamline workflows and improve operational efficiency is advantageous.
- Proficiency in Microsoft 365, including Excel and PowerPoint, with working knowledge of approved generative AI tools.
Skills:
- Strategic brand thinking and positioning
- Commercial acumen and retail trading orientation
- Integrated campaign and project leadership
- Customer insight and analytical decision-making
- Digital, CRM, social and media understanding
- Briefing, copy judgement and brand stewardship
- Budget management and supplier negotiation
- Senior stakeholder influence and presentation
- Team direction, coaching and accountability
- Responsible AI literacy and continuous learning
- Excellent written and verbal communication
- Resilience, prioritisation and attention to detail
Behaviors:
- Innovative mindset, always looking for new ways to strengthen the brand and connect with consumers.
- Business Insight - applies market and business insights in order to drive organisational objectives
- Communicates Effectively - conveys information and communicates ideas in a clear, concise and impactful manner
- Customer Focus - understands, anticipates, and meets the needs and expectations of customers
- Decision Quality - consistently makes timely, well-rounded and informed decisions
- Manages Complexity - interprets and simplifies complex and contradictory information when resolving organisational problems
- Optimizes Work Processes - assesses and improves the efficiency, effectiveness, and quality of various work processes
- Tech Savvy - leverages new technology to enhance productivity, improve problem solving, and support business growth
Preference will be given, but not limited to candidates from designated groups in terms of the Employment Equity Act.
About Us
Who we are is because of our people. They are our greatest asset. TFG is an internationally diversified retail portfolio of 34 speciality lifestyle and apparel brands that Inspire our Customers to live their Best Lives and are woven into the lives of millions. Our vision is to create the most remarkable omnichannel experiences for our customers. TFG is more than a workplace, it's a launchpad for your growth. Join us and explore endless growth opportunities across our diverse brands. We’re a purpose-led business, and on this team, you’ll share the pride of making an impact across a whole industry.
We’re the designers, the makers, the shakers and the teams behind the scenes.
Are you with us?
Consistently on-trend, and always accessible, Coricraft has become Southern Africa’s interior inspiration. Since 1995, Coricraft’s founding store in Cape Town has grown to 44 showrooms across South Africa, Namibia and Botswana. With easy and efficient online shopping, Coricraft comes to wherever you are.
South African born, we remain proudly local. Our Cape Town factory boasts highly skilled and experienced hands. Our manufacturing team knows their craft intimately, making unique couches to customer specifications. The value for money on lifetime purchases continues to make Coricraft South Africa’s most desirable furniture destination.
