The Marketing Manager at AFED F&B Group holds a high-impact role responsible for driving brand growth across the Group's F&B portfolio, encompassing both an established street food brand (Mr Churros) and a new lifestyle-focused concept (Pretzley).
Mr Churros has positioned itself as a benchmark within Malaysia's street food segment, supported by consistent execution in marketing initiatives such as limited-time offer (LTO) campaigns, distinctive packaging, and brand-led activations. Building on this proven foundation, Pretzley represents the Group's next phase of growth, with a focus on expansion into shopping malls and lifestyle-centric retail environments across the region.
This role is accountable for leading end-to-end marketing strategy and execution, with a clear focus on strengthening brand positioning, driving customer engagement, and delivering measurable business outcomes. Core objectives include enhancing brand affinity, elevating brand perception, increasing brand awareness, and sustaining brand excitement across target markets.
The Marketing Manager ensures that all marketing initiatives are closely aligned with commercial objectives, outlet performance, and customer experience standards. The role requires integration of both physical and digital channels to drive revenue growth, footfall, and differentiated brand presence within a competitive F&B landscape.
Close collaboration with Operations, Product Development, Digital, and key internal stakeholders is essential to deliver cohesive campaigns, optimise customer touchpoints, and establish scalable brand systems that support long-term growth across multiple formats and locations.
Brand Strategy & Positioning
- Develop and drive strategies for all F&B brands under AFED Group, ensuring strong and consistent brand positioning across all channels.
- Strengthen Brand Affinity, Brand Perception, Brand Excitement, and Brand Awareness through targeted marketing initiatives.
- Ensure consistency of brand identity, messaging and visual standards across outlets, digital platforms, and marketing materials.
- Conduct market and competitor analysis to identify trends, customer preferences, and differentiation opportunities.
Marketing Campaign & Promotions
- Plan, execute, and monitor integrated marketing campaigns, including product launches, seasonal promotions (e.g festive campaigns), and tactical activations.
- Drive outlet-level promotions to increase footfall, sales conversion, and average transaction value.
- Collaborate with Operations to align marketing campaigns with outlet readiness and manpower planning.
- Evaluate campaign effectiveness through performance tracking, ROI analysis, and post campaign reviews.
Customer Engagement & Experience
- Develop customer engagement strategies to enhance brand experience.
- Implement initiatives to increase customer retention, repeat purchases, and loyalty.
- Monitor customer feedback, reviews, and sentiment to continuously improve brand perception.
- Work closely with Operations to ensure marketing promises are delivered consistently at outlet level.
Digital Marketing & Brand Presence
- Oversee digital marketing channels including social media, online platforms, and paid advertising (e.g. Facebook Ads, Tik Tok, etc).
- Ensure strong and engaging digital presence aligned with brand identity and campaign objectives.
- Drive content strategy, including visuals, videos, and storytelling to enhance brand excitement.
- Monitor digital performance metrics (engagement, reach, conversion) and optimize campaigns accordingly.
Product Marketing & Innovation Support
- Collaborate with product and R&D teams on new Product development, menu launches, and packaging strategies.
- Lead go-to-market strategies for new products, ensuring strong market penetration and customer adoption.
- Gather customer insights to support product innovation and menu optimization.
Outlet Marketing & Local Activation
- Support outlet level marketing initiatives including local store marketing, partnerships, and community engagement.
- Ensure each outlet is equipped with the necessary marketing materials and promotional tools.
- Drive localized campaigns based on outlet performance, location type (mall, transport hub, street), and customer profile.
Partnership & Brand Collaboration
- Identify and establish strategic partnerships, collaborations, and co-branding opportunities to expand market reach.
- Work with external partners, influencers, and vendors to enhance brand visibility and engagement.
- Manage relationships with marketing agencies, and media partners.
Budget Management & Performance Tracking
- Develop and manage the marketing budget, ensuring efficient allocation of resources across campaigns and channels.
- Track and report marketing performance, including sales impact, ROI, and cost effectiveness.
- Ensure marketing initiatives are align with financial targets and business growth objectives.
Team Leadership & Cross-Functional Collaboration
- Lead, guide, and develop the Marketing team to ensure high performance and creativity.
- Work closely with Business Development, Operations, Finance, HR, Licensee, R&D, and others internal stakeholder xto ensure alignment and execution excellence.
- Foster a result-driven and innovative marketing culture within the team.
REQUIREMENT
- Possess at least Bachelor's Degree in Marketing, Business Administration or any related field.
- Minimum 4 years working experiences as a Marketing Manager, preferably within F&B, QSR, or retail industry.
- Experience managing multi-outlet or multi-brand environments is an advantage.
- Strong analytical skills and ability to interpret market data and consumer insights.
- Hands-on-experience in social media, paid -advertising (Meta, TikTok), and content strategy.
- Experience in product launches and promotional campaign management.
- Ability to work in fast-paced environment and manage multiple projects simultaneously.
- Strong organizational and project management skills.
- Excellent leadership and communication abilities, with the capability to inspire and motivate teams.
