Brand Manager

Job Description

Position Title : Brand Manager (V2)

Job Level : Managerial

Division / Unit : Marketing and Promotions

Group : Corporate

Reports To : Marketing and Promotions Division Head

Supervises : [Specify if applicable]

Job Summary

The Brand Manager is responsible for developing and executing innovative marketing strategies that strengthen brand equity, drive customer engagement, and enhance overall business performance. This role involves strategic planning, creative campaign execution, customer experience enhancement, and partnership management to ensure the brand remains competitive and relevant in the market.

Key Responsibilities

1. Brand Strategy & Positioning

Develop and implement strategic brand plans aligned with business goals and customer insights.

Define and communicate the brand’s unique selling propositions (USPs).

Conduct market research through store visits, competitive analysis, and customer interactions.

Standards :

Clear and differentiated brand strategy.

Consistent communication of USPs across platforms.

Regular application of market insights to refine strategies.

2. Marketing Campaigns & Customer Engagement

Execute creative marketing campaigns across digital, social media, in-store, and experiential channels.

Collaborate with the creative team to produce brand-aligned materials.

Optimize paid advertising strategies.

Enhance customer journey by improving key touchpoints.

Standards :

Campaigns are innovative and aligned with business goals.

Materials are brand-consistent and impactful.

Advertising drives engagement and ROI.

Customer journey improvements increase satisfaction and loyalty.

3. Partnerships & Promotions

Identify and secure strategic partnerships to boost visibility and sales.

Manage corporate tie-ups, sponsorships, and co-branded promotions.

Oversee credit card promotions, supplier-funded activations, and loyalty programs.

Standards :

Partnerships yield measurable growth and engagement.

Sponsorships are beneficial and well-negotiated.

Promotions drive foot traffic and revenue.

4. Performance Tracking, Budget Management & Compliance

Monitor marketing performance metrics with data from IT and Operations.

Adjust strategies based on performance and customer trends.

Manage budgets efficiently.

Ensure compliance with brand guidelines and regulations.

Standards :

Timely, accurate, and actionable reports.

Budget adherence with minimal variance.

Full compliance with brand and legal standards.

5. Marketing Strategy Development

Assist in executing strategies to promote the brand and increase loyalty.

Conduct market research and competitive analysis.

Standards :

Strategies effectively promote brand awareness and loyalty.

6. Digital Marketing

Support creation and execution of digital campaigns, social media strategies, and events.

Develop creative content to maintain brand consistency.

Standards :

Campaigns are innovative and engaging.

7. Performance Tracking & Reporting

Monitor KPIs such as brand awareness, acquisition, and engagement.

Prepare reports and presentations with recommendations.

Standards :

Reports are accurate and actionable.

Recommendations lead to effective improvements.

Job Qualifications

Preferably a degree in Business, Sales, Marketing, or related field.

2–3 years of experience as a Brand or Marketing Manager in the F&B industry.

Strong understanding of market trends and consumer behavior.

Proficient in Microsoft Office Suite and brand management tools.

Flexible and adaptable to changing market dynamics.

Analytical mindset with data-driven decision-making skills.

Excellent communication and negotiation abilities.

Detail-oriented with a focus on accuracy and quality.

Able to thrive in a fast-paced, dynamic environment.

Skilled in marketing, communication, and project management.

Knowledge of Google and Social Media Analytics is a plus.

Willing to report to restaurant locations as needed.

Experience in marketing, sales, e-commerce, and customer service is a strong advantage.

Core Competencies

Brand Strategy & Positioning : Ability to define and implement strategic brand plans.

Creative Thinking : Conceptualize and execute innovative campaigns.

Market Awareness : Deep understanding of consumer behavior and trends.

Communication & Collaboration : Strong interpersonal and team alignment skills.

Partnership & Negotiation : Experience in securing impactful partnerships.

Customer Experience Management : Enhance customer journey and loyalty.

Performance Analysis & Decision-Making : Interpret data and adjust strategies.

Project & Budget Management : Efficient campaign execution and cost control.

Digital & Paid Marketing Proficiency : Familiarity with digital platforms and performance marketing.