General Description:

We are seeking a strategic and creative Channels Brand Manager to lead the development and execution of marketing plans for our digital channels and Special Events. This role will be responsible for driving brand growth and enhancing guest engagement through digital channels (including food aggregators, QR ordering, brand app), and Special Events (covering party cart bookings, pop-up selling, and food truck). The Channels Brand Manager will work cross-functionally to ensure seamless execution, innovation, and optimization across all digital platforms and event-based marketing initiatives.

Duties and Responsibilities:

Strategic Planning & Execution for Digital Channels:

• Lead the strategy and execution of brand plans for digital channels including food aggregators (e.g., foodpanda, GrabFood), QR code ordering, and mobile app platform.

• Develop guest acquisition and retention strategies tailored to each digital channel, focusing on increasing brand visibility, transaction count, sales, and guest engagement.

• Collaborate with the Brand Communications Team (Marketing) and Digital, Delivery, and Loyalty Team (SPAVI) to optimize guest experiences and ensure brand consistency across all platforms.

Digital Channel Management:

• Oversee and manage all digital channel partnerships (e.g., food aggregators, QR code ordering, app) to ensure the brand is represented effectively and consistently.

• Regularly monitor and analyze digital channel performance metrics, including sales data, transaction counts, guest feedback and engagement, to inform strategy adjustments.

• Identify opportunities to improve the digital guest journey and increase conversion rates through ongoing optimization and innovation.

Special Events Management:

• Plan, develop, and monitor execution of Special Events strategies that aim to drive brand awareness, and increase in bookings and sales.

• Work with Special Events – Operations Team to ensure (1) end-to-end execution of initiatives, from concept development and logistical planning to on-site execution and post-initiative analysis, and (2) event executions are aligned with business objectives and ensure a seamless, wowing guest experience.

Local Store Marketing:

• Ensure in-store displays and product placements are aligned with systemwide campaigns & brand guidelines. Ensure consistent visual standards (includes signages & menu displays).

• Oversee execution of seasonal & promotional merchandising to drive sales & enhance guest experience

• In collaboration with Operations, evaluate & co-develop localized marketing proposals from stores & franchisees that address key challenges within the retail area & drive foot traffic and sales.

• Stay updated on local trends and competitors to inform Marketing strategies, in collaboration with Operations Team. Track competitor activities and propose counter actions as necessary.

• Coordinate with Marketing team to monitor and report on campaign performance, making adjustments for optimal results.

• In collaboration with Operations, build & maintain strong relationships with local organizations, businesses, and guests to establish the store as a trusted community member

• In collaboration with Operations, organize and manage community events or sponsorships to engage with the local market.

Cross-Functional Collaboration:

• Collaborate with the rest of the Marketing team, Operations, Digital, Delivery and Loyalty teams to align digital and Special Events initiatives with overall business objectives and brand messaging.

• Coordinate with the Brand Communications and Creatives teams to develop promotional materials, digital assets, and marketing campaigns tailored to the digital channels and Special Events.

• Ensure effective communication and smooth coordination between departments to guarantee timely execution of plans.

Guest Insights & Market Trends:

• Analyze guest data and market trends to identify opportunities for growth in digital channels and event-based marketing.

• Conduct competitive analysis to understand industry trends, best practices, and emerging technologies in digital marketing and event management.

• Use insights to adjust strategies, improve guest engagement, and stay ahead of market trends.

Brand Positioning & Storytelling:

• Develop and execute initiatives that reinforce the brand's identity across digital and Special Events channels.

• Ensure that brand messaging and storytelling are consistent, compelling, and tailored to each platform and event type.

• Create innovative campaigns that connect with the target audience and drive engagement through creative promotions and activations.

Budget & Resource Management:

• Develop and manage the budget for digital channels, Special Events, and Local Store Marketing-related initiatives, ensuring efficient allocation of resources.

• Monitor and report on the performance of campaigns and events, ensuring that all efforts are aligned with financial goals and KPIs.

Work Experience Requirement:

Qualifications:

• With at least 3+ years of experience in brand management, digital marketing, or event marketing (preferably within the food, beverage, or hospitality industry).

• Proven track record of successfully managing digital channels (food aggregators, mobile apps) and/or special events.

• Strong strategic thinking with the ability to execute plans that drive business growth and enhance guest engagement.

• Excellent project management skills with experience in managing cross-functional teams and resources.

• Proficiency in analytics tools, digital marketing platforms, and Microsoft Office (Excel, PowerPoint).

• Exceptional communication, presentation, and interpersonal skills.

• Creative mindset with a passion for innovation and brand development.

Preferred Skills:

• Experience in the food service, hospitality, or consumer goods industry.

• Familiarity with food aggregator platforms, QR ordering systems, and mobile app marketing.

• Knowledge of event marketing, experiential marketing, and pop-up concepts.

• Ability to work under pressure and handle multiple priorities in a fast-paced environment.