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.
Job Requirement
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.
