Job Responsibility
- Marketing P&L & Budget Ownership
Own the end-to-end marketing P&L, including annual and quarterly budgets across brand, trade, digital, app, events and agencies. Manage marketing cost-to-sales targets, ROI measurement, spending approvals, revenue contribution, promotional trade-offs, and financial documentation to ensure full transparency and audit readiness.
- Branding, CSR & Brand Equity
Own BEUTEA's brand strategy, positioning, architecture and identity across all markets and formats. Protect brand standards and equity, lead CSR and sustainability initiatives, track brand health, manage brand crises, and work with Legal to address unauthorised use and infringement.
- Events, Activation & Customer Engagement
Develop and execute the annual activation and events calendar covering outlet openings, festivals, campuses and community programmes. Own budgets, vendors, execution and post-event evaluation while building engagement programmes that drive repeat customer behaviour.
- KOL, KOC & Agency Management
Build a fully governed KOL/KOC database and establish transparent processes for selection, contracting, deliverables, performance and payment. Manage the full agency roster, competitive pitches and rate benchmarking while ensuring compliance, cost control and audit-ready spend records.
- Social Media & Community Management
Own BEUTEA's group social strategy, content, creative direction and publishing across all key platforms and markets. Build an efficient content engine, manage online communities and responses, run paid social based on performance targets, and localise content appropriately for platforms such as Xiaohongshu, Instagram, Threads, Facebook, Tik Tok.
- Promotion Planning & Performance Review
Own the promotion calendar across dine-in, takeaway, delivery and app channels. Evaluate each promotion for revenue uplift, discount cost, margin impact, cannibalisation and operational feasibility, with clear post-promotion reviews to identify what works and eliminate ineffective mechanics.
- BEUTEA App, Membership & Digital Platform
Own the BEUTEA app as a core business platform, including member acquisition, activation, retention, monetisation, loyalty points, menu and promotion management, outlet information, customer complaints and product development. Oversee data governance, privacy compliance and the app roadmap with development partners.
- Expansion & Partner Marketing
Build BEUTEA's marketing engine for franchise and joint-venture partners, including the franchise proposition, pitch materials, territory packs and unit economics narrative. Generate qualified partner leads, support market entry across ASEAN and beyond, provide localised marketing toolkits, and represent BEUTEA at industry and franchise platforms.
- Design & Artwork Governance
Own the final quality and approval standards for all BEUTEA creative assets, including packaging, menus, store materials, digital content and campaigns. Maintain rigorous proofreading, version control and approval processes while ensuring regulatory and labelling compliance across markets.
- Intellectual Property Partnerships
Identify and develop strategic IP collaborations across entertainment, gaming, music, sports, artists, publishing and lifestyle properties. Lead commercial evaluation and negotiations with licensors, ensure appropriate legal and financial controls, and execute collaborations across products, packaging, stores, merchandise, content and activations.
- BEUTEA-Owned Intellectual Property
Work with Legal to protect and manage BEUTEA's trademarks and intellectual property across existing and target markets. Ensure ownership and usage rights are properly secured for brand marks, mascots and characters, proprietary artwork, photography, video, music, packaging designs, slogans, campaign properties, recipes and other BEUTEA-created assets. Monitor infringement, pursue enforcement where required, identify opportunities for IP licensing, merchandise and commercialisation, and maintain complete documentation for corporate due diligence.
Job Requirements
- Twelve or more years in marketing, with at least five in a head-of-function role carrying full budget accountability.
- Track record in multi-outlet food and beverage, retail chain, or consumer-facing franchise businesses in Malaysia or the wider ASEAN region — you understand outlet economics, footfall, dayparts and the operational reality behind a campaign.
- Demonstrable ownership of a marketing P&L, including having defended a budget to a chief executive or a board and delivered a measurable return on it.
- Hands-on command of a consumer application or loyalty platform as an owner — membership growth, CRM, lifecycle campaigns, points economics — not as a stakeholder of someone else's product.
- Genuine platform fluency across Instagram, TikTok, Facebook, Threads and Xiaohongshu, with a view on what each is actually good for.
- Experience building or professionalising KOL and agency management, including the governance and paper trail behind it.
- Strong commercial and analytical capability — comfortable in the numbers, able to model a promotion and argue its economics.
- Fluent written and spoken English and Bahasa Malaysia. Working Mandarin is a significant advantage given our Greater China platform and IP work.
Job Benefits
- Annual Leave
- EPF
- SOCSO
- EIS
- Medical Leave
