Job Description

Job Description

Our client, a fast-growing multi-brand F&B group with a strong nationwide presence, is looking for a Group Senior Manager – Marketing, Digital & Revenue Growth. Reporting to the General Manager – Commercial Growth & Performance, this role is responsible for driving integrated brand growth, digital expansion, and revenue acceleration across the Group’s portfolio.

This role owns the end-to-end marketing strategy and campaign calendar across multiple brands, with direct leadership of a 12-member team spanning brand, content, digital, CRM, and local store marketing.

The position plays a critical commercial leadership role in translating revenue and margin targets into structured marketing initiatives that increase traffic, frequency, basket size, and customer lifetime value across in-store, delivery, and owned digital ecosystems.

Job Responsibilities

Multi-Brand Growth Strategy and Calendar Ownership

• Lead the marketing and commercial growth agenda across a diversified portfolio of consumer F&B brands, including new launches and brand refresh initiatives.
• Develop annual and quarterly marketing strategies aligned with revenue and profitability targets.
• Build and own a structured 12-month integrated campaign calendar across brands.
• Define campaign sequencing, prioritisation, and cross-brand growth initiatives.
• Translate commercial KPIs (traffic, SSSG, basket size, margin) into clear, executable marketing plans.

Revenue Growth Across All Customer Channels

• Position marketing as a commercial engine driving measurable revenue impact.

In-Store Performance
• Launch LTOs and campaigns to increase footfall and impulse purchases.
• Partner with Operations to strengthen upselling, bundling, and in-store conversion.
• Continuously optimise traffic, ticket size, and campaign uplift.

Delivery & Aggregator Platforms
• Develop platform-specific campaigns and bundles to drive visibility and conversion.
• Improve commercial returns across major food delivery marketplaces.
• Balance transaction growth with margin protection.

App & Loyalty Ecosystem
• Drive acquisition, activation, and retention across owned mobile app platforms.
• Develop CRM and lifecycle programmes to increase repeat purchases and basket size.
• Strengthen owned digital platforms as scalable revenue drivers.

Cross-Brand Growth Initiatives
• Create integrated campaigns to increase customer lifetime value.
• Unlock cross-sell and bundled opportunities across the portfolio.
• Establish clear performance KPIs and continuously optimise using data insights.

Digital Growth and Performance Leadership

• Oversee digital performance marketing, CRM, and app growth as core scale drivers.
• Lead digital roadmap initiatives in partnership with Technology and external vendors.
• Drive measurable outcomes across acquisition, engagement, retention, and ROI.
• Embed automation, segmentation, and personalisation into campaign execution.
• Own digital KPIs including downloads, active users, retention rates, and campaign ROI.

Campaign and Brand Excellence

• Oversee creative development and ensure consistent brand storytelling across brands.
• Lead LTO strategy and innovation calendar planning.
• Ensure campaigns are culturally relevant and aligned with key consumer segments.
• Partner with Operations to ensure strong and consistent in-store execution.

Team Leadership and Capability Building

• Lead and develop a 12-person team across brand, content, digital, CRM, and local store marketing.
• Set clear KPIs and accountability standards.
• Strengthen marketing analytics and commercial discipline within the team.
• Foster a culture of ownership, speed, and performance.
• Manage agency and partner relationships for measurable business impact.
• Embed a structured test-and-learn mindset across campaigns and channels.

Consumer Insights and Market Intelligence

• Leverage consumer insights, campaign data, and market trends to refine strategy.
• Monitor competitor activity and evolving F&B dynamics.
• Translate insights into sharper campaigns, innovation ideas, and pricing considerations.
• Ensure data informs all stages of campaign planning and optimisation.

Commercial and Budget Governance

• Manage marketing budgets responsibly across brands.
• Evaluate campaign performance pre- and post-launch.
• Protect margins through disciplined promotion planning.
• Partner closely with Finance and Operations to ensure commercial alignment.

Cross-Functional Integration

• Collaborate with Operations to maximise store-level execution and customer experience.
• Partner with R&D to support impactful product launches.
• Support Business Development in new outlet openings and trade area positioning.

Job Requirements

Education and Experience

• Bachelor’s degree in Marketing, Business, or related field.
• 8–12 years of progressive marketing experience in consumer-facing industries.
• Strong exposure to QSR / F&B (preferred), or FMCG, Retail, Telco, E-commerce, or other fast-moving consumer sectors.
• Proven track record of driving revenue, traffic, and transaction growth — beyond awareness metrics.
• Demonstrated experience building structured, multi-brand marketing calendars across multiple channels.
• Experience managing digital ecosystems including app, CRM, loyalty, and performance media.
• Experience leading teams and managing cross-functional stakeholders and external agencies.

Related Experience

• Strong commercial acumen with ability to link marketing initiatives directly to revenue and margin outcomes.
• Solid understanding of digital performance marketing and lifecycle/CRM growth strategies.
• Comfortable with marketing analytics, KPI tracking, and ROI evaluation.
• Experience in high-paced, performance-driven environments.
• Experience in multi-brand, multi-outlet consumer businesses is advantageous.

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.

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