Group Brand Manager – F&B / Multi-Brand Marketing
Key Responsibilities
1. Brand Strategy & Marketing Planning
Develop and maintain distinct brand positioning, target audiences, tone of voice, and visual identities across multiple brands.
Plan annual and quarterly marketing calendars covering campaigns, product launches, seasonal promotions, and key business priorities.
Translate business objectives and customer insights into actionable marketing plans, campaign briefs, timelines, and performance targets.
Identify opportunities to strengthen brand awareness, customer engagement, and market positioning.
Maintain brand consistency while identifying opportunities to share resources and improve marketing efficiency across the group.
Conduct market and competitor research to identify relevant trends and opportunities for brand growth.
2. Campaign Management & Creative Production
Lead marketing campaigns from concept development and briefing through production, launch, and performance review.
Provide creative direction and constructive feedback to designers, photographers, videographers, copywriters, freelancers, and external creative partners.
Coordinate photoshoots, including creative concepts, talent sourcing, production schedules, locations, and final asset approvals.
Oversee the production of marketing materials, including artwork, printing specifications, quotations, proofs, quantities, and delivery to outlets.
Coordinate media releases, media invitations, and media tasting events with external communications partners and the Operations team.
Ensure all creative assets and campaign deliverables are completed on time and aligned with each brand’s identity.
3. Social Media & Content Marketing
Lead social media strategies and content calendars for each brand, ensuring distinct identities across relevant platforms.
Oversee content creation across copywriting, photography, graphic design, short-form videos, and community engagement.
Manage content scheduling, publishing, customer interactions, and the escalation of issues where necessary.
Monitor social media trends, audience behaviour, and performance data to improve content quality, engagement, reach, and channel growth.
Coordinate marketing communications across social media, loyalty programmes, email, Telegram, and in-store channels.
Ensure content supports ongoing campaigns, product launches, promotions, and overall business objectives.
4. Operations & In-Store Marketing
Work closely with Operations and culinary teams to ensure campaigns and promotions are practical and operationally feasible.
Prepare clear campaign guidelines, promotional information, point-of-sale materials, timelines, and store briefing documents.
Coordinate the distribution of marketing materials and ensure outlets receive accurate information on schedule.
Conduct outlet visits to review campaign execution, identify gaps, and resolve operational issues.
Gather feedback from frontline teams and customers to improve future marketing initiatives.
Ensure marketing activities are implemented consistently across all outlets.
5. Team Leadership & Workflow Management
Lead, coach, and manage a marketing team of approximately 1–2 team members, including remote team members where applicable.
Establish clear responsibilities, deadlines, approval processes, and quality standards.
Develop practical workflows for campaign tracking, creative briefs, content scheduling, file management, and reporting.
Monitor team performance and provide guidance to improve accountability, productivity, and independent execution.
Coordinate with freelancers and external partners when additional resources or specialised capabilities are required.
Build a more structured marketing function that can manage day-to-day activities efficiently with minimal supervision.
6. Budget Management & Performance Reporting
Manage the approved marketing budget across all brands and allocate resources according to business priorities.
Negotiate vendor costs and project scopes while balancing quality, timelines, and budget requirements.
Review quotations and production proposals to ensure spending is appropriate and aligned with campaign objectives.
Identify practical, cost-effective creative solutions, including reusable assets, streamlined production, and emerging talent.
Prepare monthly reports covering campaign performance, social media results, budget utilisation, and project progress.
Evaluate campaign outcomes and recommend improvements based on performance data and business needs.
Requirements
At least 2 years of hands-on experience managing multiple brands or consumer-facing concepts concurrently.
Demonstrated experience in brand marketing, campaign management, and developing consumer brands, supported by examples of results.
Experience in F&B, hospitality, lifestyle, retail, or other consumer-focused industries is preferred.
Strong understanding of brand positioning, social media strategy, content planning, copywriting, photography, video, and performance analytics.
Good creative judgement and the ability to brief external partners, provide constructive feedback, and oversee production.
Comfortable handling basic content or artwork edits independently when required.
Experience coordinating with external agencies, freelancers, printers, production vendors, and creative talent.
Strong organisational and project management skills, with the ability to manage multiple campaigns and deadlines.
Experience managing or coaching team members, including remote employees.
Commercially aware, resourceful, and comfortable working within budget constraints.
Willing to travel between outlets, attend photoshoots, and participate in hands-on campaign execution.
Excellent communication, stakeholder management, and problem-solving skills.
What We’re Looking For
A proactive brand builder who can balance strategic planning with hands-on execution.
Someone who can manage multiple brands while maintaining their individual identities and customer experiences.
A resourceful marketer who can deliver quality work using available resources and practical budgets.
A confident team leader who can establish effective workflows and help the team operate more independently.
A commercially focused professional who understands how marketing contributes to sales, customer acquisition, engagement, and business growth.
What Success Looks Like
Clear marketing strategies and campaign calendars are established for each brand.
Campaigns are delivered on time, with consistent creative quality and effective in-store execution.
Social media content, audience engagement, and channel performance improve against agreed targets.
Media activities and campaign communications are coordinated effectively with internal and external partners.
Marketing resources and budgets are managed responsibly.
The marketing team operates with clear responsibilities, effective workflows, and greater independence.
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Adrian Chan| EA Personnel No: R2199063
Elitez Pte Ltd | EA License No: 16C8004