Major restructure for Nando’s marketing team

Nando's logoFast food brand Nando’s has created a major restructure of its marketing operation which will see the redundancy of two marketers along with new hires.

The restructure, led by marketing director Kim Russell, will see the company’s marketing led by three managers.

Nicole West, currently marketing manager, will be responsible for campaigns and restaurant experience along with managing digital marketing.

The company will be hiring a PR manager who will also run a forthcoming celebrity program.

And Nando’s will also hire a customer engagement manger to run one-to-one marketing to customers including a new loyalty programme, plus product development.

Kim Russell Nando's national marketing manager

Russell: Realignment

Russell said in a memo to Nando’s franchisees and staff that the resructure was part of the company’s five year strategy. She said: “During this process it has been identified that unfortunately the role of Local Area Marketer is no longer required. This has resulted in the redundancy of Michelle Stone and Melisa Mellia effective immediately. Michelle and Melisa have been instrumental in embedding the Nando’s Brand into the communities surrounding the many restaurants they were accountable for. We thank them for their outstanding contributions to the Nando’s business and wish them well in their future endeavors.”

Russell told Mumbrella that the redundancies were voluntary. She said: “It’s just a realignment of our current resources, there are some roles being shifted around internally to help deliver our key objectives, and in doing our restructure we looked at local area marketers, but the two redundancies were actually voluntary. It’s just being realigned as we change our focus.”

Key commitments of the five year strategy include brand positioning, above the line advertising, customer engagement, improved restaurant experience, product development, and a loyalty program and PR/celebrity program.

Nando’s advertising agencies are Banjo Advertising (creative), Archibald Williams (digital) and Match Media.

In 2011, Russell raised eyebrows after splitting with The Sphere Agency and saying it could not afford to pay a retainer. Its latest work comes from Banjo.

Megan Reynolds


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.