Senior Specialist (Food Services Marketing)

Strategy and planning

• Create strategic direction: Develop and execute long-term marketing and commercial strategies to boost sales, profitability, and market presence for the Food Services brands (Kopitiam Food Halls, Cantine food courts, hawker centers, coffee shops, Self-Run Brands like Kokoro Izakaya, Kiosuku, Xiang Chi Mian etc) and other new brands)

• Use customer and market data to identify growth opportunities, optimize costs, and align brand strategies with Food Services business goals/reporting.

• Develop go-to-market strategies: Working closely with the operations team to create and manage annual marketing calendars, seasonal activation, and promotional campaigns. 

Campaign execution

• Manage integrated campaigns: Oversee end-to-end execution of marketing campaigns across multiple channels, including in-store, digital, and DCC tools. .

• Execute promotions and activation: Work with area manager and outlet operations team to run local store promotions and events that drive foot traffic and customer engagement.

• Manage creative: Collaborate with internal and external creative team to develop marketing materials

• Manage Public Relations: Work with external Public Relation agencies to develop media angles, release and media events to garner media/ Key Opinion Leader coverage for campaign

Customer experience:

• Work with business team and ID to ensure outlet design and concept is aesthetically pleasing and focus on delivering positive dining experience for customers e.g work with artists for mural designs and partnerships with other lifestyle brands

• Ensure communication assets for media channels are strategically located for effective outreach to customers.

• Manage opening comms and events: Lead end-to-end execution of opening campaigns across multiple channels and ensure the outlet’s USP is effectively communicated.

Budget and performance management

• Control budgets: Manage and track campaign budgets to ensure maximum ROI.

• Oversee performance metrics: Monitor and report on key performance indicators (KPIs), such as sales, profitability, and customer engagement. 

Primary responsibilities 

Brand development and management

• Work with business team and lead development of brand position, brand logo, brand guide for new F&B brands in Food services.

• Build marketing assets: Align and coordinate with the business team for photo shoot and video shoot to build visual assets for the brand's collateral/ materials.

• Manage creative: Collaborate with internal and external creative team to develop marketing collateral for go-to-market campaigns and on-going promotions. 

• Work closely with ops and design teams to decide on signage and menu board treatment and placements

• Set up and manage communication channels such as social media accounts for F&B brands

• Manage Public Relations: Work with external Public Relation agencies to develop media angles, release and media events to garner media/ KOL coverage for launch.

• Bachelor's Degree in Marketing, Business, or a related discipline.

• More than 5 years of experience in marketing, preferably within F&B (restaurants or QSR or cafes) and retail/lifestyle.

• Proven ability to lead marketing strategies that drive commercial impact and customer engagement.

• Strong analytical and problem-solving skills, with a solid understanding of ROI and performance marketing.

• Ability to use AI tools to create content and creative design tools is a plus.

• Experience in project management of marketing campaigns with operations and external partners

• Skilled in on-ground events, advertising communications and digital/app/social marketing.

• Collaborative and strives in an entrepreneurial environment.

• Strong verbal and written communication abilities, use of Google Suite (Doc, Sheets and Slides for presentations)