The role aims to increase brand awareness, customer traffic, customer engagement, repeat visits, and sales across Tap Room outlets. The Marketing Manager will lead integrated marketing campaigns, digital marketing, events, partnerships, promotions, and brand communications while ensuring that all activities support the brand's commercial objectives.
The successful candidate will combine creativity with commercial thinking and strong execution. This individual must understand the Malaysian F&B and hospitality market and be able to translate customer insights and market trends into campaigns that produce measurable business results.
Key Responsibilities
1. Marketing Strategy and Planning
- Develop and implement the annual and monthly marketing plan for Tap Room.
- Translate business objectives into clear marketing strategies, campaigns, promotions, and customer engagement activities.
- Develop a structured marketing calendar covering festive campaigns, outlet activities, product launches, events, partnerships, and digital content.
- Identify opportunities to strengthen Tap Room's positioning within the Malaysian F&B and hospitality market.
- Monitor industry developments, competitor activities, customer behaviour, lifestyle trends, and emerging marketing platforms.
- Present marketing plans, campaign proposals, budgets, performance reports, and recommendations to management.
2. Brand Management
- Protect and strengthen Tap Room's brand identity, tone of voice, visual direction, and customer proposition.
- Ensure all marketing materials and customer-facing communications comply with approved brand guidelines.
- Maintain consistency across social media, websites, menus, promotional materials, events, outlet displays, and third-party platforms.
- Work with internal teams and external creative partners to develop compelling brand content.
- Identify opportunities to improve the customer's overall brand experience across online and offline touchpoints.
3. Campaign and Promotion Management
- Plan and execute tactical promotions designed to increase outlet traffic, average customer spending, trial, repeat visits, and customer engagement.
- Develop clear campaign objectives, target audiences, promotional mechanics, timelines, budgets, and measurement criteria.
- Coordinate campaign execution with operations, outlet managers, chefs, suppliers, designers, agencies, and other relevant stakeholders.
- Ensure campaign materials are produced accurately and delivered to outlets according to agreed deadlines.
- Track campaign performance and prepare post-campaign reports covering sales impact, customer response, return on investment, and areas for improvement.
- Continuously test and improve promotional concepts based on performance data and customer feedback.
4. Digital Marketing and Social Media
- Lead Tap Room's digital marketing and social media strategy.
- Manage content planning across relevant platforms such as Facebook, Instagram, TikTok, Google, and other emerging channels.
- Develop content that strengthens brand awareness, customer engagement, event attendance, and sales conversion.
- Manage paid digital campaigns, including audience targeting, campaign optimisation, budget control, and performance reporting.
- Monitor digital metrics such as reach, engagement, follower growth, customer enquiries, website traffic, reservations, conversions, and return on advertising spend.
- Ensure online enquiries, comments, reviews, and customer feedback are addressed appropriately and promptly.
- Work with content creators, photographers, videographers, designers, influencers, and agencies where required.
5. Events, Partnerships and Community Engagement
- Plan and execute brand-building events, outlet activations, festive campaigns, product launches, and customer engagement activities.
- Develop partnerships and collaborations with relevant brands, communities, suppliers, event organisers, corporate partners, and lifestyle platforms.
- Evaluate sponsorship and partnership opportunities based on brand fit, audience relevance, commercial value, and potential return.
- Build and maintain positive relationships with media partners, influencers, community groups, vendors, and external stakeholders.
- Conduct post-event evaluations and recommend improvements for future activities.
6. Outlet Marketing Support
- Work closely with outlet operations teams to understand customer needs, outlet performance, local market opportunities, and operational challenges.
- Develop local store marketing initiatives to support individual outlet sales and customer traffic.
- Provide clear campaign briefing materials, implementation guidelines, timelines, and promotional assets to outlet teams.
- Conduct outlet visits to review brand presentation, campaign execution, customer communication, and promotional effectiveness.
- Support the planning and marketing of new outlet openings, renovations, menu launches, and special events.
- Collect feedback from outlet teams and use operational insights to improve marketing programmes.
7. Market and Customer Insights
- Analyse customer feedback, sales trends, promotion results, social media performance, competitor activity, and market developments.
- Identify key customer segments and develop marketing activities suited to their preferences and behaviours.
- Conduct competitor reviews covering pricing, promotions, customer experience, events, products, and digital activity.
- Use data and customer insights to recommend new campaigns, experiences, products, partnerships, and revenue opportunities.
- Maintain an organised record of campaign reports, customer insights, research, and competitor information.
8. Budget and Performance Management
- Prepare and manage the Tap Room marketing budget.
- Ensure marketing expenditure is properly planned, approved, tracked, and supported by relevant documentation.
- Negotiate with vendors, agencies, media owners, printers, suppliers, and creative partners to achieve strong value.
- Establish measurable key performance indicators for campaigns and marketing activities.
- Monitor marketing return on investment and redirect resources towards higher-performing activities.
- Provide regular performance updates to management with clear findings and recommended actions.
9. Team and Stakeholder Management
- Lead, coach, and support marketing team members where applicable.
- Set clear priorities, responsibilities, timelines, and performance expectations.
- Build effective working relationships with operations, finance, human resources, procurement, culinary teams, outlet managers, and senior management.
- Communicate campaign requirements openly and ensure stakeholders understand their responsibilities.
- Address issues quickly and take responsibility for driving solutions.
- Provide constructive feedback and encourage continuous learning and improvement within the team.
10. Additional Responsibilities
- Maintain organised documentation and records for campaigns, contracts, quotations, invoices, creative materials, approvals, and reports.
- Support crisis communication and reputation management when required.
- Assist with company-wide initiatives and cross-brand projects.
- Manage urgent marketing requirements and ad-hoc assignments as directed by management.
- Perform other reasonable duties aligned with the needs of the business.
Required Qualifications and Experience
- Bachelor's degree or diploma in Marketing, Business, Communications, Advertising, Hospitality Management, or a related field.
- At least four to six years of relevant marketing experience, including experience in a supervisory or managerial capacity.
- F&B, hospitality, lifestyle, entertainment, retail, or consumer brand experience is strongly preferred.
- Demonstrated experience managing integrated marketing campaigns from planning through execution and evaluation.
- Practical experience in digital marketing, social media management, paid advertising, content development, events, and partnerships.
- Experience managing agencies, designers, photographers, videographers, influencers, media partners, or other external vendors.
- Strong understanding of the Malaysian consumer market and current F&B trends.
- Ability to work outside standard office hours when supporting events, campaigns, and outlet activities.
Skills and Competencies
- Strong commercial awareness and ability to connect marketing activities with sales results.
- Excellent campaign planning and project management skills.
- Strong digital marketing and social media knowledge.
- Ability to analyse campaign data and translate findings into practical actions.
- Strong written and verbal communication skills in English and Bahasa Malaysia.
- Mandarin or other language capabilities would be an advantage.
- Strong presentation, negotiation, networking, and stakeholder management skills.
- Creative thinking supported by disciplined execution.
- Strong attention to detail and commitment to meeting deadlines.
- Ability to prioritise multiple campaigns and projects in a fast-moving environment.
- Proficiency in Microsoft Office, presentation tools, social media platforms, advertising dashboards, and relevant marketing systems.
- Basic understanding of creative design, photography, video production, and content development is an advantage.
Package: RM 7,000 - RM 8,000
