ROLE OVERVIEW
The Brand Marketing Manager is responsible for driving the strategic direction, execution, and overall performance of the assigned SHG brand. This role ensures sustained brand growth, operational alignment, and market relevance through robust brand planning, data-driven insights, menu and product innovation, and strong cross-functional collaboration.
This role will leads end-to-end brand initiativesincluding campaigns, menu strategy, guest experience programs, and store marketingwhile working closely with R&D, Training & Development, Operations, Finance, Supply Chain, Digital, Brand Communications, and external partners. The role is accountable for overall brand health, delivering best-in-class execution across all customer touchpoints, and providing strategic leadership and guidance to the Assistant Brand Manager.
WHAT YOU'LL DO
- Develop and execute annual brand plans, growth strategies, and long-term roadmaps
- Lead business reviews and provide insights, recommendations, and action plans
- Identify growth opportunities through market, consumer, and competitive analysis
- Lead 360 marketing campaigns from concept to execution and performance review
- Drive menu strategy and product innovation with R&D, from testing to launch
- Manage menu architecture to balance customer relevance and profitability
- Drive guest experience and in-store execution with Operations and T&D
- Partner with Finance, Supply Chain, and Communications on planning and execution
- Own the brand's marketing budget, ROI, and project governance
- Coach and guide Assistant Brand Managers to ensure strong execution
WHAT WE'RE LOOKING FOR
- Bachelor's degree in Marketing, Business, Communications, or related field
- 46 years of experience in brand management, marketing, or strategy roles (F&B, hospitality, FMCG, or retail experience preferred)
- Proven track record in leading campaigns, product launches, and cross-functional projects
- Strong understanding of P&L, pricing, and profitability drivers
- Highly analytical, strategic, and execution-focused
- Strong presentation skills and executive communication capability
- Experience mentoring or supervising junior team members is an advantage
