Brand Manager

About the role:

This is a commercially driven brand marketing role responsible for translating business priorities into integrated campaigns, channel activations, social content, digital initiatives, and local store marketing that drive traffic, transactions, customer engagement, long-term brand relevance, and improved brand equity within Singapore's highly competitive QSR landscape.

The successful candidate will lead the development and execution of integrated 360° marketing strategies to grow the brand across offline and online channels—driving sales, transactions, customer engagement, and long-term brand growth. Working closely with agencies, internal stakeholders and external partners, you will deliver bold, relevant and commercially impactful campaigns that convert attention into transactions.

This is a highly visible role for a commercially minded marketer who blends strategic thinking with strong execution capabilities—someone who thrives in a fast-paced environment, moves quickly, manages agencies confidently, and understands how great marketing directly drives business performance.

Role & Responsibilities:

Brand & Campaign Leadership:

• Lead and drive integrated 360° marketing campaigns across digital, social, PR, CRM, delivery, dine-in, takeaway and offline channels
• Develop marketing strategies and campaign plans aligned with commercial and brand objectives.
• Shape brand storytelling and campaigns that strengthen awareness, engagement, traffic and sales performance.
• Translate product launches, promotions and business priorities into compelling marketing activations that increase brand value and consumer excitement.
• Ensure campaigns are commercially effective while maintaining strong brand consistency.
• Manage creative, PR, social, digital, media, production and activation partners with clear briefs, timelines, budgets, KPIs and performance expectations.
• Drive campaign excellence across Delivery, Dine-In and Takeaway channels.
• Success will be measured through campaign sales uplift, transaction growth, customer engagement, CRM performance, social content effectiveness, brand visibility, campaign ROI and execution excellence.

Social Media & Content:

• Lead the brand's social media direction and content strategy across platforms.
• Drive social-first marketing initiatives that are current, platform-native and culturally relevant.
• Guide content creation to ensure it is engaging, shareable and conversion-focused.
• Identify emerging trends and consumer opportunities, translating them into impactful brand activations.

PR & Brand Visibility:

• Drive PR initiatives, media collaborations, influencer activations and strategic partnerships.
• Strengthen visibility and positioning within the Singapore market.
  Work closely with agencies and partners to execute publicity initiatives effectively.

Promotions & Commercial Marketing:

• Develop and drive nationwide promotional campaigns that support sales growth across Delivery, Dine-In and Takeaway channels.
• Support loyalty, CRM and customer engagement initiatives to strengthen repeat transactions and customer retention.
• Partner closely with Operations, Supply Chain and cross-functional stakeholders to ensure operational readiness and seamless campaign execution.
• Monitor campaign performance, sales impact and customer engagement metrics, recommending improvements to maximise effectiveness.
• Drive and partner Operations on Local Store Marketing initiatives and community-based activations to increase store relevance and traffic.
• Leverage data analytics and consumer insights to support menu innovation and campaign performance.

Media Planning & Performance:

• Partner with media agencies on planning and buying across digital, social, offline and performance marketing channels.
• Ensure campaigns are targeted, commercially effective and aligned with business objectives.
• Review and optimise media plans using key performance metrics including Reach, Frequency, CPM, CPC, CTR, Conversion, ROAS and ROI.
• Recommend improvements to maximise marketing investment and commercial returns.

Requirements:

• Diploma or Degree in Marketing, Business, Communications or a related discipline.
• Approximately 3–8 years of relevant marketing experience in QSR, FMCG, retail, F&B or agency environments.
• Experience managing integrated marketing campaigns across branding, social media, PR, promotions and agency management.
• Experience working within fast-paced, consumer-driven businesses will be highly advantageous.
  
• Strong understanding of branding, social media, PR, campaigns, CRM and customer engagement.
• Strong commercial acumen with the ability to connect marketing initiatives to measurable business performance.
• Strong agency and vendor management skills with the confidence to challenge, influence and elevate external partners.
• Strong creative instinct with a good eye for content, visual storytelling and consumer behaviour.
• Digital-first mindset with a strong understanding of emerging platforms and marketing trends.
• Data-driven and performance-oriented, with the ability to analyse campaign effectiveness and optimise results.
• Comfortable working in a fast-paced, execution-focused environment.
• Strong project management, prioritisation and stakeholder management skills.
• Hands-on, proactive, organised and able to manage multiple priorities simultaneously.
• Excellent communication, collaboration and presentation skills.
• Comfortable leveraging AI tools to enhance content ideation, campaign analysis, consumer insights, workflow efficiency and marketing effectiveness.