Head of Brand & Marketing (Retail)

About the Role
Lead brand, product marketing, social media, and retail marketing activities to drive sales performance, brand awareness, and consumer preference, while building a consistent, data-driven marketing system that supports both short-term growth and long-term brand equity.

Key Responsibilities

• Lead overall brand & marketing performance across product launches, campaigns, IP Collaborations, and channels to achieve key KPIs, including product sales targets (cups/store/day, product mix), brand awareness, and brand preference.
• Drive product marketing and go-to-market execution by ensuring 100% on-time delivery of all product launches, coordinating with Product and Operations teams to maximize sales impact and in-store conversion.
• Manage product campaign performance by tracking BI data and optimizing pricing, promotion, and communication strategies to ensure sales targets are achieved across new launches and IP collaborations.
• Build long-term brand strategy and positioning to strengthen market competitiveness, ensuring consistent messaging across all consumer touchpoints and improving brand awareness and preference metrics.
• Lead social media strategy and execution across platforms (Instagram, TikTok), achieving monthly growth targets (IG +2,500 / TikTok +1,000), while improving content quality, engagement, and conversion impact.
• Monitor social media performance and campaign effectiveness, continuously optimizing content direction, posting strategy, and channel focus based on data insights.
• Direct retail brand experience and visual execution, including menu updates, logo implementation (e.g., halal compliance), and store merchandising standards, ensuring 100% rollout and consistency across all locations.
• Develop store-level marketing and activation strategies (e.g., pop-ups, regional campaigns), ensuring at least one activation per cycle and delivering measurable uplift (+5% vs baseline sales).
• Support Business Development by leading marketing-driven lead generation initiatives, delivering qualified franchise/partner leads (100/month) through targeted campaigns and media strategies.
• Establish marketing processes, workflows, and SOPs across brand, digital, and retail functions to improve execution efficiency, cross-team alignment, and campaign scalability.
• Collaborate closely with internal teams (Product, Supply Chain, Operations, BD, Finance) to ensure alignment between marketing strategies and business objectives, especially in driving sales and expansion.
• Evaluate campaign and brand performance across all channels, documenting key learnings, identifying gaps, and implementing continuous improvements for future initiatives.

Internal Relations

• Product Team
• Supply Chain Team
• Operations Team Business Development (BD)
• Finance Team

External Relations

• Third-party research agencies (brand tracking)
• Media & advertising partners
• KOLs / influencers / content creators
• Creative & production agencies

Key Requirements

• 8-12+ years in Brand / Marketing, preferably in F&B, retail, or consumer brands Proven track record in delivering both brand growth and commercial results
• Strong commercial and data-driven mindset (BI, campaign tracking)
• Expertise in product marketing, social media, and integrated campaigns
• Experience in retail marketing and offline execution
• Strong leadership and cross-functional collaboration skills

Call for Action:
If you are interested in the opportunity above, please apply directly or contact [email protected] for more information.