Marketing & Brand Manager

About AMACHA

AMACHA is Singapore’s modern herbal milk tea brand, inspired by Traditional Chinese Medicine (TCM) and local culture. With multiple outlets and plans to expand into retail and regional markets, we are building a distinctive brand rooted in heritage, wellness, and storytelling — made relevant for a new generation.

Role Overview

As Marketing & Brand Manager, you will be responsible for developing and strengthening AMACHA’s overall brand identity, marketing strategy and customer-facing presence across our outlets, retail products and digital channels.

You will take ownership of how the AMACHA brand is positioned, communicated and experienced — from campaign concepts and content strategy to product launches, collaborations, customer engagement and brand activations.

This is a high-ownership, hands-on role suited for someone who can think strategically while being comfortable executing on the ground. You will work closely with the Founder and cross-functional teams, with opportunities to build and lead a marketing team as the company continues to scale locally and regionally.

🔑 Key Responsibilities

1. Brand Strategy & Management

• Develop and maintain AMACHA’s overall brand positioning, identity, tone of voice and messaging.
• Ensure consistency of the AMACHA brand across outlets, retail products, packaging, digital platforms, campaigns and customer touchpoints.
• Develop brand storytelling that connects AMACHA’s TCM-inspired heritage and local culture with modern consumer lifestyles.
• Identify opportunities to strengthen brand awareness, differentiation and customer loyalty.
• Work with internal teams to ensure that the brand is consistently represented across the customer journey.
• Conduct market and competitor research to identify consumer trends, opportunities and potential areas for brand growth.

2. Marketing Strategy & Campaign Management

• Develop and execute annual and monthly marketing plans aligned with business and brand objectives.
• Lead seasonal, promotional, product launch and brand campaigns across both online and offline channels.
• Plan and manage campaigns for new outlet openings, retail products, gifting initiatives, collaborations and regional expansion.
• Work closely with Operations, Product Development and other departments to align campaign objectives, timelines, messaging and execution.
• Develop creative campaign concepts that drive brand awareness, customer engagement and sales.
• Manage campaign budgets, timelines, deliverables and external partners where required.

3. Content & Social Media Strategy

• Lead the overall content strategy across TikTok, Instagram, RED and other relevant digital platforms.
• Develop and maintain a content calendar aligned with brand direction, campaigns and business priorities.
• Guide the development of short-form videos, photography, graphics, copywriting and other marketing content.
• Script and review content to ensure that messaging is consistent with AMACHA’s brand voice.
• Direct and coordinate photo/video shoots with internal teams, freelancers, agencies or other creative partners.
• Review content performance and continuously improve content formats, messaging and creative direction.
• Encourage and leverage customer-generated content, influencer content and community engagement.

4. Product Launches & Brand Activations

• Lead the marketing and brand rollout for new products, retail lines and major product launches.
• Develop launch concepts, key messages, promotional mechanics and supporting content.
• Plan and coordinate brand activations, events, collaborations and promotional initiatives.
• Identify suitable influencers, creators, media and brand partners to increase awareness and reach.
• Work with Operations to ensure that marketing campaigns are translated effectively into the in-store customer experience.

5. Customer & Community Engagement

• Develop initiatives that strengthen customer engagement, brand affinity and customer retention.
• Monitor customer feedback, online reviews and social conversations to understand consumer sentiment.
• Identify opportunities to build AMACHA’s community and encourage repeat engagement.
• Use customer insights and feedback to improve marketing campaigns, brand communication and customer experience.

6. Marketing Performance & Reporting

• Establish and monitor key marketing and brand KPIs, including reach, engagement, customer acquisition, campaign performance and conversion.
• Track the effectiveness of marketing campaigns and promotional activities.
• Prepare regular marketing reports with key findings, insights and recommendations.
• Use data and customer insights to optimise marketing strategies and improve return on marketing investment.
• Test new channels, creative formats and marketing approaches to identify opportunities for growth.

7. Team Leadership & Development

• Manage and guide the marketing team to ensure quality, consistency and timely execution of deliverables.
• Set clear priorities, timelines and expectations for marketing projects.
• Establish practical SOPs, campaign trackers, content systems and workflows.
• Coach and develop junior marketing team members.
• Participate in hiring and onboarding future marketing team members as the company scales.
• Build a collaborative and creative marketing culture focused on ownership, accountability and continuous improvement.

✅ Who We’re Looking For

• 3–5+ years of experience in marketing, brand management, content marketing, digital marketing or a related field.
• Experience in F&B, lifestyle, retail, consumer brands or fast-moving businesses is highly preferred.
• Strong understanding of brand building, marketing strategy and consumer behaviour.
• Able to think strategically while remaining hands-on with execution.
• Strong creative and storytelling skills with a good understanding of social media and digital content.
• Confident in developing campaigns from concept through to execution and evaluation.
• Strong project management and cross-functional coordination skills.
• Comfortable working in a fast-paced, entrepreneurial and growing business environment.
• Strong commercial awareness and understanding of how marketing contributes to business growth.
• Proactive, resourceful and able to take ownership of projects from start to finish.
• Positive team player who is comfortable managing junior team members while still being willing to execute tasks personally.
• Experience working with agencies, influencers, creators or external marketing partners is an advantage.

🚀 What We Offer

• A leadership role in a growing Singaporean brand with local and regional ambitions.
• Opportunity to shape AMACHA’s brand identity and marketing direction.
• High level of ownership and direct exposure to the Founder and key decision-makers.
• Opportunity to build and lead a growing marketing team.
• Exposure to outlet expansion, retail product development and regional market expansion.
• Wellness learning allowance.
• A dynamic and entrepreneurial working environment where your ideas can directly influence the growth of the brand.