Key Responsibilities

Customer Insight & Strategy

• Initiate integrated communication campaigns that effectively engage target audiences through insight-driven approaches.

• Develop multi-touchpoint customer journeys from online to offline to attract, engage, convert, and retain customers.

• Design efficient processes to support seamless customer experiences across touchpoints.

• Strengthen brand credibility and image while identifying and shaping trends and food-related insights based on global and local research.

• Identify growth opportunities and insights that inform transformative strategies.

• Deliver clear, insight-backed points of view through data analysis and research outcomes to guide key stakeholders in decision-making.

• Leverage a combination of local data, global foresight, and deep customer understanding to define customer experience (CX) strategies for target segments.

• Define and plan O2O marketing activities with clear objectives, KPIs, and execution details.

• Oversee integrated online and offline execution strategies.

Execution, Monitoring & Optimization

• Implement, monitor, and refine initiatives across brand activations, product innovations, and services.

• Curate and roll out relevant always-on content.

• Manage user experience (UX) and SEO across platforms and touchpoints.

• Plan media strategies and manage budgets to drive awareness, engagement, and sales, in collaboration with agencies for efficiency, reporting, and ongoing optimization.

• Establish a digital selling framework to support the sales funnel from lead generation to conversion.

• Continuously track and enhance customer journeys with insights and actionable recommendations for marketing, sales, customer care, and related functions.

• Conduct periodic reviews on competitor pricing, market trends, and sales performance to inform strategic optimizations.

• Stay informed on F&B industry trends relevant to the customer segment.

• Manage budgets to support CX initiatives and business growth objectives.

• Handle day-to-day marketing operations and support additional assignments as needed.

Team Collaboration & Leadership

• Collaborate with cross-functional teams (e.g., Category Marketing, Trade Marketing, Culinary, Sales, Operations) to deliver personalized, high-quality customer experiences.

• Foster strong cross-team collaboration and shared ownership of the customer experience.

• Promote a customer-first mindset throughout the organization.

• Provide coaching and developmental support to team members.

Requirements

• 5+ years in brand management and digital marketing roles.

• Strong business and data acumen.

• Excellent project management skills from concept to execution.

• Experience in budget management, brand activations, media planning, and agency coordination.

• Self-driven and proactive mindset.

• Customer-obsessed, data-literate, and passionate about enhancing customer experiences.

• Familiarity with the food and out-of-home sectors.

• Experience in building strong, sustainable businesses.

• Skills in communication campaign execution, media buying, and performance marketing.

• Proficiency in strategy development and execution for online-to-offline campaigns.

• Strong analytical skills for research interpretation and deriving key growth insights.

• Ability to thrive in dynamic, complex environments.

• Exceptional collaboration skills and a natural team energizer.