[F&B] Brand Manager

The Marketing Manager for F&B chains is responsible for developing and executing marketing strategies to drive brand awareness, customer engagement, and business growth. This role involves overseeing brand positioning, campaign management, digital marketing, and in-store promotions while ensuring alignment with global brand guidelines and local market trends.

Brand & Marketing Strategy

• Develop and implement annual marketing plans to enhance brand awareness and customer loyalty.
• Ensure alignment with global brand standards while adapting strategies to the Vietnamese market.
• Lead market research & consumer insights to identify growth opportunities and competitive positioning.
• Lead Marketing reports in the monthly business review (MBR/ MFR), ensuring metrics are aligned with key business performance indicators.

Digital & Social Media Marketing

• Oversee the brand’s digital presence, including website, social media, and e-commerce platforms.
• Develop and execute content marketing strategies to engage with target audiences.
• Track and optimize digital ad campaigns (Facebook, Google, TikTok, etc.) for performance and ROI

In-Store Marketing & Customer Experience

• Ensure effective visual merchandising, in-store promotions, and experiential marketing.
• Collaborate with the Operations team to implement brand-aligned store activations.
• Oversee store layouts, promotional displays, and menu boards to enhance customer appeal.

Product Launches & Promotions

• Plan and execute new product launches, seasonal promotions, and limited-time offers (LTO)
• Work with R&D and Operations to ensure product-market fit and competitive differentiation.
• Manage the marketing budget, ensuring effective spending and ROI-driven investments.

CRM & Loyalty Program Management

• Enhance customer retention and lifetime value through loyalty programs and data-driven marketing.
• Leverage CRM tools to deliver personalized customer experiences.
• Drive loyalty program membership and increase repeat customer purchases.

Education:

• Bachelor’s or Master’s degree in Marketing, Business Administration or a related field.

Experience

• 7+ years of experience in F&B management with at least 2 years in a managerial role, preferably with international brands.

Work related skills

• Strong background in brand management, digital marketing, and CRM.
• Strong financial acumen and P&L management expertise.
• Deep understanding of customer experience metrics and service excellence.
• Strong stakeholder management, including corporate leadership and external partners.

Soft skills

• Creativity & innovation in developing impactful brand campaigns.
• Excellent communication and interpersonal skills to engage teams, stakeholders, and customers.
• Problem-solving and critical thinking to navigate operational challenges.
• Conflict resolution and negotiation skills to handle employee and customer concerns effectively.
• English proficiency, Presentation Skill