ROLE OVERVIEW

The Franchise& Market Development Manager leads the data-driven growth of the BingXue franchise network in Singapore. The role combines franchise partnership management with market development, consumer intelligence, customer acquisition and commercial performance management.

Beyond maintaining brand standards and partner alignment, the role turns outlet, consumer and market data into decisions on new locations, product and campaign priorities, franchise partner development and network-wide growth. The jobholder also serves as the local liaison with the brand principal in China and ensures that growth initiatives are commercially sound, locally relevant and executable.

KEY RESPONSIBILITIES

1. Market & Consumer Intelligence

• Plan and conduct structured market research covering consumer segments, outlet catchments, competitors, pricing, product trends, channel behaviour and emerging food-service concepts.

• Combine and analyse available data from POS systems, delivery platforms, CRM or loyalty records, campaign reports, customer feedback, online reviews and social channels to identify growth opportunities.

• Develop consumer profiles and segment customers by needs, occasions, purchasing patterns, preferred channels, price sensitivity and repeat behaviour.

• Assess the commercial viability of proposed locations, store formats, products and promotions using market size, footfall, demand, competitive intensity and operating assumptions.

• Translate findings into concise recommendations for franchise partners, the founders and Brand HQ, with clear priorities, risks, expected outcomes and follow-up actions.

2. AI-Enabled Commercial Analysis & Decision Support

• Use approved AI and analytics tools to summarise large volumes of market and customer information, detect patterns, forecast demand and develop decision scenarios for sites, campaigns, product mix and partner support.

• Build and maintain practical dashboards and recurring insight reports that show outlet performance, customer behaviour, campaign effectiveness, demand patterns and growth opportunities.

• Apply human judgement to test assumptions, validate AI-generated outputs against reliable source data and explain the commercial rationale behind recommendations.

• Safeguard confidential, personal and business data by following company controls, the Personal Data Protection Act (PDPA) and responsible AI-use practices.

• Coach relevant teams and franchise partners on using approved dashboards and insights to make consistent, evidence-based decisions.

3. Market Development & Franchise Growth

• Develop and execute an annual market-development plan for the Singapore franchise network, including target segments, priority locations, outlet formats, partner pipeline and commercial milestones.

• Build a qualified franchise-partner pipeline through business networking, referrals, targeted outreach and structured follow-up, and assess candidates for financial capacity, operating fit and brand alignment.

• Prepare opportunity assessments and business cases for new outlets, partnerships and channels, including commercial assumptions, risks, resource requirements and implementation plans.

• Support commercial discussions and negotiations with prospective and existing partners, documenting agreed responsibilities, service expectations, milestones and escalation points.

• Lead cross-functional opening and growth projects from opportunity validation through launch, coordinating Brand HQ, partners, operations, marketing, finance, suppliers and other stakeholders.

4. Customer Acquisition, Marketing & Retention

• Develop locally relevant customer-acquisition and marketing plans across outlets, delivery platforms, digital channels, social media, partnerships and community activations.

• Localise Brand HQ campaigns for Singapore consumer segments while preserving the BingXue brand proposition and product standards.

• Design and evaluate controlled commercial experiments, such as product bundles, price offers, channel promotions and customer journeys, using agreed success measures.

• Monitor campaign reach, conversion, acquisition cost, average transaction value, repeat purchase, retention and return on marketing investment, and recommend improvements.

• Use consumer and outlet insights to propose loyalty, retention, product and service improvements that strengthen long-term customer value.

5. Franchise Network Performance & Partner Enablement

• Monitor network and outlet performance using agreed commercial and operational indicators, and identify performance gaps, root causes and improvement opportunities.

• Conduct structured business reviews with franchise partners and agree on evidence-based action plans, owners, timelines and outcome measures.

• Advise franchise partners on local market opportunities, customer engagement, product mix, campaign execution and performance improvement.

• Share proven practices and insights across the network so that learning from one outlet can improve results elsewhere.

• Provide the founders with forward-looking performance reports, risk alerts and recommendations rather than activity updates alone.

6. Brand Governance, HQ Coordination & Supply Readiness

• Act as the local liaison with the BingXue brand principal in China, coordinating in English and Mandarin on market insights, product launches, campaigns, standards and approvals.

• Champion a consistent brand and guest experience across the network, conduct outlet health checks and coach partners on corrective and preventive actions.

• Translate Brand HQ direction into practical, locally workable plans, and channel structured Singapore market feedback back to HQ.

• Use promotion, seasonality and opening plans to improve demand forecasts and coordinate procurement, stock flow and supplier readiness.

• Maintain clear documentation, governance and escalation processes for material commercial, brand, supply and partner risks.

7. Strategic Support & Change Implementation

• Develop management papers, business cases and presentations that enable timely decisions on network growth, resource allocation and commercial priorities.

• Lead implementation of approved network-wide growth initiatives, tracking milestones, adoption, risks, costs and benefits.

• Represent the founders in day-to-day franchise matters within agreed authority limits and escalate decisions that require leadership approval.

REQUIRED EXPERIENCE & CAPABILITIES

• Diploma or degree in Business, Marketing, Management, Analytics or a related discipline, or equivalent relevant experience.

• Bilingual in English and Mandarin, with the ability to coordinate confidently with a China-based brand principal in writing and conversation.

• Strong commercial judgement, customer orientation and cross-cultural awareness, with the maturity to balance growth, brand standards and partner realities.

• Understanding of data confidentiality and PDPA requirements when handling consumer, partner and business information.

KEY SUCCESS MEASURES

• Quality and conversion of the franchise and business-opportunity pipeline.

• Commercial viability, milestone delivery and post-launch performance of new outlets and growth initiatives.

• Network and outlet revenue growth, same-store performance and improvement-plan completion.

• Campaign conversion, customer acquisition efficiency, repeat purchase, retention and marketing return.

• Timeliness and usefulness of consumer and market insights, and the proportion of recommendations converted into action.

• Franchise-partner engagement, brand compliance, customer-experience consistency and issue-resolution effectiveness.

• Forecast accuracy, stock availability and readiness for promotions, seasons and new openings.

• Adoption of approved dashboards, analytics and responsible AI practices by relevant teams and partners.

SUCCESS IN THIS ROLE: The franchise network grows through stronger market choices, better consumer understanding and disciplined execution; franchise partners receive evidence-based support; and the founders gain forward-looking visibility into opportunities, performance and risk.