Job Detail

• Lead the development and execution of a holistic brand ecosystem strategy that strengthens Top of Mind Awareness (TOMA) and converts awareness into platform usage across brand's digital and community channels.
• This role connects: Brand Content Community Platform Offline Activation Usage Core Mission:
• Make the brand the first brand recalled when people decide what to cook.
• Build a structured ecosystem that turns awareness into usage and habit.
• Maximize owned channels before relying on paid acceleration.
• Key Responsibilities: A. Brand & Ecosystem Mapping. - Map the full brand ecosystem: TikTok, Website, App, Community, CRM, and Offline events. - Identify gaps in awareness and usage flow. - Design integrated brand journeys (awareness recall action).
• B. Top of Mind Awareness (TOMA) Strategy. - Define structured methods to increase TOMA: Message repetition, Category ownership, Decision-moment dominance. - Build quarterly awareness roadmap. - Align awareness narrative across all channels.
• C. Online Offline Online Integration. - Ensure offline events reinforce digital usage. - Design hybrid activation models. - Connect community activation with brand memory.
• D. Owned Channel Amplification. - Maximize TikTok, SEO, CRM, and Community. - Design cross-channel reinforcement loops. - Ensure awareness is not fragmented.
• E. Measurement & Optimization. - Define leading indicators for TOMA: Brand search growth, Direct traffic, Returning users. - Work with Data team to evaluate awareness impact. - Optimize narrative and frequency. Key Outputs: - Annual Brand Ecosystem Strategy Framework. - Quarterly Awareness Roadmap. - Integrated Channel Activation Blueprint. - Brand Memory & Messaging Playbook. - Awarenessto-Usage Conversion Model. - TOMA Proxy Dashboard. KPI Ownership: Primary KPIs: - Top of Mind Awareness. - Awareness Usage.