Job Description
Brand Leadership & Strategy:
- Act as the primary brand custodian for Manhatten Fish Market, Tony Roma's and New York Steak Shack, ensuring consistency in brand identity, messaging, and visual presentation across all marketing materials and channels
- Develop annual and quarterly brand marketing plans, aligned with the company's goals and F&B strategy.
- Identify brand growth opportunities based on market and customer insights and execute relevant marketing tactics.
Campaign Planning & Execution:
- Plan and execute ATL (Above-the-Line) and BTL (Below-the-Line) marketing campaigns, including seasonal promotions, new product launches, and nationwide advertising efforts.
- Develop in-store activation strategies (POSM materials, banners, menu boards, etc.) to drive walk-in traffic and upselling.
- Work closely with media and creative agencies to ensure campaign messages are impactful and aligned with the brand.
Digital & Social Media Marketing:
- Lead digital marketing strategies, including content planning, paid media, search engine marketing (SEM), social media campaigns, and influencer engagement.
- Oversee the brand's presence on platforms such as Instagram, Facebook, TikTok, and food delivery apps (e.g., GrabFood, FoodPanda).
- Monitor performance metrics like CTR, engagement rate, reach, impressions, and conversion, and optimize campaigns accordingly.
Collaboration with F&B and Operations:
- Work closely with the F&B Department to ensure campaigns are operationally executable and aligned with menu planning, supply chain readiness, and outlet availability.
- Coordinate with Operations team to roll out campaigns on-ground, gather customer feedback, and track outlet-level performance.
- Support product development with customer insights and competitive benchmarking.
Budget Management & Reporting:
- Manage the brand marketing budget including forecasting, tracking, and reporting for campaigns and initiatives.
- Prepare and present monthly marketing reports, post-mortem analyses, and strategic recommendations to management.
- Ensure cost-effective use of resources and maximization of ROI for all campaigns.
Agency & Vendor Management:
- Liaise with creative, digital, and media agencies to brief, develop, and execute marketing materials and advertising campaigns.
- Evaluate agency performance and ensure deliverables are met on time and within budget.
- Oversee printing vendors, POSM suppliers, and promotional item production.
Customer Lifecycle Management (CLM):
- Design and implement marketing strategies tailored to each stage of the customer journey awareness, acquisition, engagement, retention, and reactivation.
- Monitor customer behavior and preferences across channels (walk-ins, delivery apps, digital engagement).
- Implement personalized marketing tactics (e.g., loyalty campaigns, re-engagement ads, referral programs).
- Track customer satisfaction, NPS (Net Promoter Score), and repeat purchase rates to enhance the end-to-end customer experience.
- Leverage CRM tools and customer data to build lifecycle-focused campaigns (e.g., welcome journey, birthday treats, churn win-back).
Qualifications
- Strong skills in Digital Marketing, Content Marketing, and Social Media Strategy
- Proficient in Campaign Planning, Data Analysis, and Market Research
- Experience with Branding, Advertising, and Promotional Activities
- Excellent verbal and written communication skills in English
- Strong leadership and team collaboration abilities
- Familiarity with the food and beverage industry is an advantage
- Bachelor's degree in Marketing, Communication, Business Administration, or related field
