Brand Leadership & Calendar Ownership

• Own the annual and quarterly marketing calendar for assigned brands.
• Plan, execute, and optimize all campaigns, LTOs, promotions, community events, seasonal campaigns and digital activations.
• Ensure strong brand identity and consistency across all customer touchpoints.

Marketing Budgeting & Financial Stewardship

• Own the brand marketing budget, including annual planning, allocation, forecasting, and tracking.
• Collaborate with finance on reporting, reconciliation, and ROI measurement.
• Provide weekly, monthly, and quarterly performance reports linking marketing activity to pre-set goals and objectives.

Content Creation Ownership

• Fully own the end-to-end content creation process.
• Vet and select agencies, photographers, videographers, and production partners.
• Build moodboards, creative briefs, shoot plans, and visual direction guides.
• Explain the creative vision clearly and ensure alignment with brand guidelines.
• Lead pre-production planning and supervise shoots to ensure accuracy and quality.
• Ensure all final content reflects the moodboard, creative direction, and brand identity.

Digital Marketing & Online Optimization

• Manage day-to-day social media calendars, content posting, and community engagement.
• Oversee website updates, landing pages, menus, Google listings, and digital housekeeping.
• Work with delivery platforms to optimize offers, bundles, promotions, visibility, and menu layout, ultimately increasing sales.
• Conduct regular online audits to ensure accuracy and brand consistency across all channels.

Market Research & Trend Insights

• Conduct competitive research and market analysis.
• Identify and track emerging food, consumer, and restaurant trends.
• Recommend new ideas, menu innovations, content formats, and brand opportunities.
• Present insights and recommendations to leadership teams.

Store-Level Performance & Turnaround Planning

• Analyze weekly sales data to identify performance gaps and opportunities.
• Develop and execute turnaround plans for low-performing stores.
• Support store openings with launch plans, marketing kits, and local activations.

In-Store Auditing & Brand Compliance

• Conduct in-store marketing audits to assess branding, merchandising, signage, and overall execution.
• Audit digital presence including social media, website accuracy, delivery platform listings, online reviews, and search visibility.
• Provide detailed audit reports and follow-up action plans for improvement.

Customer Journey & Guest Experience

• Ensure that the customer journey—from awareness to dine-in or delivery—is consistently positive, memorable, and aligned with brand standards.
• Conduct guest experience audits that evaluate ambiance, brand storytelling, menu presentation, cleanliness, speed of service, and staff communication.
• Identify pain points in the customer journey and propose actionable improvements.
• Collaborate with Operations and Training to ensure the brand promise is delivered at every touchpoint.
• Monitor customer reviews, feedback, and sentiment analysis on delivery platforms and social channels.
• Recommend enhancements to improve guest satisfaction, loyalty, and repeat visitation.

Sales Performance & Analytics

• Track key performance indicators including sales, category mix, traffic, digital KPIs, and delivery performance.
• Develop dashboards and monthly reports summarizing insights and recommended actions.
• Ensure marketing efforts contribute to measurable brand growth.

Influencer, PR & Partnerships

• Manage influencer discovery, vetting, negotiations, and deliverables.
• Support PR initiatives, press opportunities, and external partnerships.
• Track influencer and PR ROI to ensure alignment with brand objectives.

Project Management & Cross-Functional Alignment

• Build workback plans, execution checklists, and detailed project trackers.
• Coordinate with Operations, Supply Chain, Training, Finance, and Franchise teams.
• Ensure timely, high-quality execution across all campaigns and brand initiatives.

Qualifications

• 4–7 years of marketing experience, preferably in restaurant, franchising, or multi-unit groups.
• Strong experience in content creation, brand marketing, and campaign management.
• Experience managing budgets, agencies, and multiple concurrent projects.
• Analytical ability to interpret sales and marketing performance (KPIs).
• Experience working with delivery platforms and understanding F&B industry dynamics.
• Excellent communication, presentation, and leadership skills.
• Ability to travel for store visits (40% field work).
• A driver’s license and a car are a plus.
• Ability to travel by air to visit restaurants in other provinces as needed.
• Ability to work occasional evenings/weekends based on business needs.

Key Competencies

• Leadership and ownership mentality
• Data-driven decision making
• Creative vision paired with operational discipline
• Strong communication and stakeholder management
• High attention to detail
• Ability to thrive in fast-paced environments
• Relationship-building with franchisees and internal teams
• Strong brand stewardship

Work Requirements

• Work schedule: Monday–Friday, 9:00 AM to 5:00 PM
• Field requirement: ~60% office / 40% in-store and on-site work
• Note: This role may require occasional evenings, early mornings, or weekends based on business needs (store openings, events, campaigns, crisis management, promotions, audits, etc.)