Job Descriptions
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.
Job Requirements
- Possess at least bachelor's degree in marketing, Business Administration or any related field.
- Minimum 7 years working experiences as a Marketing Manager, preferably within F&B, Bakery & Confectionery or retail industry.
- Experience managing multi-outlet or multi-brand environments is an advantage.
- Proficient in CRM systems with a strong understanding of customer relationship management practices.
- 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.
