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)