HEAD: DIGITAL AND DIRECT MARKETING

PURPOSE

The Head: Digital and Direct Marketing is responsible for building and leading SPAR's digital marketing strategy, customer engagement, community management, CRM, performance marketing, digital media, internal digital studio and direct-to-customer communication across all digital channels.

The role develops integrated digital marketing strategies that increase customer acquisition, retention, engagement, and lifetime value while supporting independent SPAR retailers through nationally aligned campaigns that drive footfall, basket size, online engagement, and omnichannel growth. It will be required to build a capability not currently at SPAR and largely done by the agencies. It will also require strong collaboration with the regional teams. The role combines commercial thinking, customer insight, marketing technology, analytics, and innovation to deliver measurable business outcomes while positioning SPAR as South Africa's leading digitally enabled retailer.

KEY PERFORMANCE AREAS

Digital Strategy & Transformation

• Lead the development and execution of SPAR's digital marketing strategy, driving digital transformation, innovation, marketing automation, and omnichannel customer engagement across all business units and retail channels

Customer Engagement & CRM

• Drive customer acquisition, engagement, retention, and loyalty through data-driven CRM strategies, customer segmentation, personalised marketing journeys, and marketing automation initiatives

Digital Channels, Content & Brand Growth

• Oversee SPAR's digital ecosystem, including social media, website, mobile platforms, email, SMS, and digital content, to strengthen brand awareness, grow online communities, enhance customer experience, and protect brand reputation

Digital Media, Creative & Campaign Management

• Lead digital creative services and performance marketing initiatives, delivering compelling content, targeted advertising, and integrated campaigns that maximise customer reach, engagement, and return on investment

Communication & Omnichannel Integration

• Develop and manage digital communication strategies that ensure consistent messaging and seamless integration between digital, promotional, operational, merchandising, and traditional marketing activities

Performance, Governance & Commercial Management

• Drive a data-led marketing culture through analytics, performance reporting, budget management, agency oversight, and compliance with governance, risk, privacy, and regulatory requirements

SKILLS/KNOWLEDGE/EXPERIENCE

• Bachelor’s Degree in Marketing, Digital Marketing, Commerce, Business, or related field
• Relevant postgraduate qualification preferred (Digital Strategy, Marketing, MBA)
• At least 8 years’ experience in a similar role within the retail, FMCG and/or wholesale industry
• A minimum of 5 years’ experience leading digital teams
• Digital analytics expertise
• Budget management
• Agency management
• Experience with campaign management, digital strategy, and social media marketing

The ideal applicant will satisfy the following skills requirements:

• Excellent senior stakeholder engagement and partnerships skills
• Strong business acumen and commercial insight
• Strategic insight and ability to improve process
• Outstanding demonstrated written business and interpersonal skills, to interface effectively with all levels of colleagues and with external customers in a team orientated manner
• Highly organised, with the ability to plan, manage and organise multiple priorities
• Demonstrates leadership and can guide and influence others through effective communication
• Demonstrated ability to produce commercial analysis, reports, and presentations
• Must have a high stress tolerance and the ability to work efficiently under pressure
• Must be collaborative, influential, and rational

Reporting to: Group Chief Marketing Officer