Marketing Manager (F&B)

Role Overview

The Group Marketing Manager will lead the strategic and hands-on marketing efforts across Group’s portfolio of F&B brands. This role is responsible for driving brand growth, increasing sales performance, and building scalable marketing foundations for both established and emerging concepts.

You will work across fast food and fast-casual brands, managing marketing strategy, campaign execution, and brand development from proof-of-concept through to expansion.

The role requires a balance of strategic thinking and on-the-ground execution.

Key Responsibilities:

Brand Strategy & Development

• Develop and execute brand strategies and positioning for new and existing F&B concepts.

• Lead the creation and evolution of brand identities, ensuring clarity, consistency, and market relevance.

• Oversee outsourced development of brand guidelines and ensure alignment across all brand touchpoints.

Marketing & Campaign Management

• Plan and execute full-cycle marketing campaigns (digital and offline), from ideation through launch and performance review.

• Drive sales growth through targeted, data-informed marketing initiatives.

• Coordinate promotions, seasonal campaigns, and brand activations aligned with commercial objectives.

Social Media & Content

• Lead social media strategy, content direction, and audience engagement across platforms.

• Ensure content reflects brand tone, positioning, and customer insight.

• Monitor performance metrics and optimize content and campaigns accordingly.

Packaging & Brand Assets

• Develop packaging concepts that reflect brand identity while meeting operational and cost considerations.

• Coordinate with suppliers and internal stakeholders to ensure packaging consistency and feasibility.

New Concept Launch & Scaling

• Support the launch of new F&B concepts, including branding, packaging, and go-to market plans.

• Manage brands in the proof-of-concept phase and support their transition into scalable, repeatable models.

• Adapt marketing strategies as brands expand across locations and markets.

Cross-Functional Collaboration

• Work closely with operations, supply chain, and leadership teams to align marketing with business realities.

• Manage multiple brands simultaneously until each is fully established and structured.

Requirements

Experience & Qualifications

• Proven experience in F&B marketing, preferably within fast food or fast-casual brands.

• Demonstrated track record of driving sales growth through effective marketing strategies.

• Experience building and launching new F&B concepts, including branding, packaging, and launch planning.

• Strong understanding of digital marketing, social media platforms, and content ecosystems.

Job Requirements:

• Strong brand strategy and positioning expertise.

• End-to-end campaign management across digital and offline channels.

• Ability to manage outsourced creative and branding partners.

• Practical understanding of packaging development and operational constraints.

• Comfortable managing early-stage brands and supporting rapid growth and expansion.

• Highly organized, able to multitask across multiple brands and priorities.

Personality & Work Style

• Fast-paced, creative, and execution-driven.

• Strong leadership and communication skills with a collaborative approach.

• Energetic, resourceful, and hands-on when needed.

• Comfortable operating in dynamic, growth-stage environments.