Job Description

Our client, a multi-brand FandB group with a strong footprint across Malaysia, is looking for a Head of Digital Growth and Ecosystem. Reporting to the GM of Marketing, Digital and Growth, the Head of Digital Growth and Ecosystem is responsible for developing, executing, and scaling the end-to-end digital growth strategy and connected customer ecosystem across all brands.

This role owns the digital customer journey across platforms, with shared accountability for driving transactions, visit frequency, and customer value through data-driven digital strategies, performance marketing, CRM, app experiences, and social platforms.

The role plays a critical leadership function in delivering the Connected Ecosystem mandate, working closely with Technology, Operations, and Finance to ensure digital initiatives translate into measurable commercial outcomes.

Job Responsibilities

Digital Growth Strategy and Planning

• Develop and execute a comprehensive digital growth strategy across all brands.
• Own the digital marketing funnel across paid media, social platforms, app, and CRM.
• Translate brand and business objectives into clear digital growth priorities, roadmaps, and execution plans.
• Lead strategies focused on acquisition, conversion, retention, and repeat behaviour.
• Establish hypotheses, pilots, and scaling frameworks aligned to commercial outcomes.

Customer Journey, Funnel and CRM Ownership

• Own and optimise the end-to-end digital customer journey from discovery to repeat purchase.
• Design, manage, and improve funnels across paid media, social platforms, app, and CRM.
• Identify friction points and conversion drop-offs and implement targeted improvements.
• Drive engagement mechanics, offers, and nudges to increase frequency and customer lifetime value.

App and Digital Platform Ownership

• Own all customer-facing digital assets, including app content, journeys, and campaigns.
• Work with Technology to prioritise digital features, improve usability, and ensure integration with POS, CRM, and data systems.
• Act as business owner of digital platforms to meet commercial and customer needs.

Social Media Strategy, Performance and Brand Stewardship

• Lead social media strategy and performance across platforms aligned to brand objectives.
• Manage content and campaigns on TikTok, Instagram, and other relevant platforms.
• Use social platforms to drive awareness, engagement, and conversions while maintaining brand safety and consistency.

Performance Marketing, Analytics and Monitoring

• Own all performance marketing activities, including planning, budget allocation, and optimisation.
• Use data-driven decision-making to optimise acquisition, conversion, and retention.
• Establish a test-and-learn culture with A/B testing, pilots, and continuous optimisation.
• Monitor, analyse, and report key performance metrics and drivers.

Agency and Vendor Governance

• Manage all digital agencies and vendors across performance marketing, social, CRM, and platforms.
• Set clear briefs, KPIs, and ROI expectations.
• Build internal expertise to reduce dependency on external agencies.
• Evaluate in-house versus outsourced capabilities for effectiveness.

AI, Tools and Connected Ecosystem Enablement

• Champion AI and digital tools to improve efficiency, personalisation, and insight generation.
• Leverage AI for content creation, targeting, experimentation, and reporting.
• Ensure digital platforms, data, and tools operate cohesively for the Connected Ecosystem.

Cross-Functional and Stakeholder Engagement

• Collaborate with Marketing, Technology, Operations, and Finance to ensure digital initiatives are commercially viable and operationally executable.
• Align digital campaigns with store readiness, product availability, and operational capacity.
• Share digital insights and performance across the organisation to reduce friction and improve prioritisation.

Job Requirements

Education and Experience

• Bachelor’s degree or equivalent experience.
• 7–10 years in digital marketing, growth, or performance-led roles.
• Combination of agency experience and client-side ownership preferred.
• Proven track record of driving measurable digital growth outcomes.
• Strong understanding of digital platforms, CRM, performance marketing, analytics, and customer journeys.

Related Experience

• Hands-on experience with performance marketing, CRM, app-based journeys, and social platforms.
• Strong understanding of funnel optimisation, experimentation, and data-driven decision-making.
• Experience working with technology teams on digital platforms, integrations, and data infrastructure.
• Ability to manage budgets and clearly articulate ROI.
• Experience in multi-brand, multi-outlet, or fast-paced consumer businesses is preferred.

Competencies

Technical and Professional

• Proven leader and communicator, able to engage senior leadership and cross-functional teams.
• Highly analytical, able to translate data into actionable insights.
• Strong problem-solving skills with bias toward execution.
• Organised, disciplined, and comfortable operating in ambiguity.
• Commercially minded with understanding of how digital drives business outcomes.

Behavioural

• Willing to roll up sleeves while maintaining strategic perspective.
• Entrepreneurial mindset with resilience in fast-paced environments.
• Comfortable being challenged and accountable for outcomes.
• Operates with urgency, focus, and ownership.

For more information or confidential consultation, please do not hesitate to contact Pui Yee at puiyee.chow@bell-ward.com.

We thank you for applying with us in advance but only short-listed candidates will be notified.

For candidates who applied to this job is deemed to have consented to the collection, use and disclosure of personal data by our organization for a purpose of this or any job application with Bell Ward.

Company Registration No.: 1080098-P (JTK License No: JTKSM 427)

Job Description

Our client, a multi-brand F&B group with a strong footprint across Malaysia, is looking for a GM of Marketing, Digital and Growth to lead the team into its next phase of strategic expansion. Reporting to the CEO, the General Manager of Marketing, Digital & Growth is responsible for driving transaction growth, revenues, and customer demand across all company brands.

This role owns the end-to-end customer and sales funnel, online and offline, and translates brand strategy, product innovation, campaigns, media, PR, and digital growth into measurable commercial outcomes.

The GM acts as the commercial growth leader for marketing, partnering with Operations, Finance, Business Development, and Technology to ensure marketing drives business growth rather than acting as a support function.

The role oversees all marketing-related functions, including Brand & Creative, Product Development, Campaigns & Media, PR & Communications, and Digital Growth & Ecosystem, ensuring alignment and accountability across the organisation.

Job Responsibilities

Strategy & Commercial Leadership

• Lead strategic and commercial marketing initiatives to drive growth and demand.
• Develop, execute, and measure integrated marketing strategies.
• Own the annual and quarterly marketing strategy and calendar aligned with company priorities.
• Ground strategies in consumer, market, and business insights.
• Contribute to senior leadership decisions and enterprise-wide growth priorities.
• Manage marketing as a P&L-aware function, balancing growth and operational realities.

Customer Funnel & Growth Ownership

• Own the full customer journey from awareness to repeat purchase and loyalty.
• Integrate physical outlets, digital platforms, apps, CRM, loyalty, and delivery channels.
• Improve acquisition, conversion, frequency, and retention with Digital Growth leadership.
• Develop scalable strategies linking marketing activity to transactions and store traffic.

Brand, Creative & PR Leadership

• Ensure consistency of brand image, voice, and creative standards.
• Lead brand strategy to enhance awareness and emotional connection.
• Oversee creative development and PR, influencer, and earned media strategies.
• Balance short-term campaigns with long-term brand equity building.

Campaigns, Media & Demand Generation

• Plan, execute, and optimise marketing campaigns across all channels.
• Maximise ROI on media spend across digital, social, and traditional platforms.
• Monitor campaign performance and drive continuous improvement.

Product & Menu Leadership

• Lead product and menu development in partnership with Operations and R&D.
• Ensure consumer-led, commercially viable innovation.
• Use new products and offers as growth levers.
• Ensure initiatives are campaign-ready and operationally executable.

Digital Growth & Ecosystem Leadership

• Lead the digital growth team.
• Oversee apps, CRM, loyalty, performance marketing, and data-driven personalisation.
• Drive digital adoption, repeat usage, and customer lifetime value.
• Champion marketing technology, automation, analytics, and ecosystem integration.

Consumer & Market Insights

• Use insights, trends, and competitor intelligence to inform strategy.
• Analyze customer behavior and industry trends to maintain relevance.
• Translate insights into actionable strategies and campaigns.

Operational & Financial Management

• Manage marketing budgets with accountability for ROI.
• Monitor and report key performance indicators.
• Manage external agencies and partners to achieve outcomes.
• Allocate marketing resources effectively to support priorities.

Cross-Functional Integration

• Collaborate with Operations, R&D, and Business Development for campaign execution, product launches, and outlet positioning.

People Leadership & Capability Development

• Lead, coach, and develop a high-performing marketing team.
• Establish clear roles, accountability, and performance standards.
• Foster a culture of ownership, collaboration, and continuous improvement.
• Manage agency and vendor partnerships efficiently.
• Drive a “test and learn” culture to iterate quickly.

Job Requirements

Education & Experience

• Bachelor’s degree in Marketing, Business, or related field.
• 12+ years in marketing leadership within consumer-facing sectors.
• Experience in F&B, QSR, FMCG, Retail, E-commerce, or fast-moving consumer industries.
• Proven track record of revenue and transaction growth.
• Experience managing customer and sales funnels at scale.
• Experience leading product-led growth strategies.
• Skilled in fast-paced, performance-driven environments.
• Experience leading cross-functional teams and agencies.

Competencies

Technical & Professional

• Strong commercial and financial acumen, ROI-focused.
• Deep understanding of digital, social, media, and content-led growth.
• Analytical skills to translate insights into action.
• Excellent stakeholder management and communication.

Leadership & Behavioural

• Commercial mindset; owns outcomes.
• Strategic thinking linking brand, product, media, and operations.
• Decisive, fast, and comfortable with imperfect information.
• Builds strong leaders and accountable teams.
• Courage to challenge and advocate for customers.
• Execution-oriented with a long-term perspective.
• Entrepreneurial drive for high-growth environments.

For more information or confidential consultation, please do not hesitate to contact Pui Yee at puiyee.chow@bell-ward.com.

We thank you for applying with us in advance but only short-listed candidates will be notified.

For candidates who applied to this job is deemed to have consented to the collection, use and disclosure of personal data by our organization for a purpose of this or any job application with Bell Ward.

Company Registration No.: 1080098-P (JTK License No: JTKSM 427)