Responsibilities
1. Revenue & Promotion Calendar
- Own the brand's annual promotion and campaign calendar, with forward planning aligned to business objectives.
- Share accountability for Same-store Sales, Traffic, and Transaction growth with the Operations team.
- Develop campaigns that drive revenue while strengthening brand value and customer relationships.
- Plan and execute new product launches in collaboration with Product and relevant cross-functional teams.
- Work with Operations on demand forecasting to support product and inventory planning.
- Set campaign ROI targets and conduct post-campaign reviews to capture key learnings and improve future performance.
2. CRM & Membership
- Own the CRM and Membership strategy, including customer database management, segmentation, and lifecycle communication.
- Develop the membership program to drive Acquisition, Activation, Engagement, and Retention.
- Design customer journeys across new members, active customers, and win-back segments.
- Leverage CRM, POS, and customer behavior data to generate insights, improve campaigns, and increase Customer Value.
3. IP Collaboration
- Plan and manage the pipeline of Brand and IP Collaborations in line with the brand direction.
- Identify and evaluate collaboration opportunities that can drive Brand Relevance, Customer Engagement, and business results.
- Manage collaborations from Concept and Launch through Campaign Mechanics and Performance Measurement.
- Conduct post-campaign reviews and apply learnings to improve future collaborations.
4. Local Store Marketing (LSM)
- Develop Local Store Marketing playbooks for new store openings, underperforming stores, and locations with specific market contexts.
- Analyze store-level performance and develop marketing initiatives tailored to local customer behavior.
- Partner closely with Operations and Business Development to drive store sales and customer traffic.
- Manage in-store marketing materials and customer touchpoints to ensure consistency with brand standards.
- Analyze and optimize Channel Mix to support sustainable business growth.
5. Brand & Marcom Execution
- Lead brand communication across Social Media, PR, Content, and In-store channels.
- Ensure all communication is aligned with Brand Strategy and Brand Identity.
- Manage the internal Content team as well as external Agencies and Partners.
- Use Content and Campaign performance data to continuously improve marketing effectiveness.
- Propose new ideas and initiatives to keep the brand relevant to evolving customer behavior and market trends.
Qualifications
- Bachelor's degree in Marketing, Advertising, Communications, or a related field
- Minimum 8 years of marketing experience
- Experience in restaurant, QSR, beverage chain, or retail chain businesses
- Proven experience in directly owning sales targets or managing promotion calendars / trade marketing for a chain business
- Hands-on experience managing membership, loyalty, or CRM programs with an active customer/member database, and using sales data to support decision-making
- Experience managing multiple marketing functions simultaneously and overseeing external agencies based on agreed SLAs
- Strong understanding of P&L, including the impact of discounts and sales channels on profitability
- Experience in IP collaborations, licensed characters, or limited-edition collections will be considered an advantage
