F&B Brand Executive

We are looking for a creative, commercially minded, and execution-focused Food Brand Executive to support the development and growth of our food brand. The Food Brand Executive will be responsible for translating the brand strategy into effective marketing campaigns, product launches, promotional activities, content, customer engagement, and in-store execution . The role works closely with Operations, Product Development, Design, Sales, and external partners to ensure the brand remains relevant, consistent, and commercially successful. The ideal candidate combines food industry passion, marketing creativity, strong execution skills, and commercial awareness .

The Food Brand Executive is responsible for turning the food brand's strategy into compelling customer experiences and commercially effective marketing activities. The role sits at the intersection of Brand × Product ×Marketing × Customer × Operations , ensuring that every campaign, product launch, promotion, and customer touchpoint strengthens the brand while contributing to sustainable business growth.

Key Responsibilities

1. Brand Management

• Support the development and execution of the brand strategy and annual brand plans.
• Ensure consistent brand positioning, identity, tone of voice, and customer experience across all touchpoints.
• Monitor market trends, competitor activities, consumer behaviour, and emerging food trends.
• Identify opportunities to strengthen brand awareness, customer engagement, and market positioning.
• Maintain brand guidelines and ensure all communications and materials are aligned with brand standards.
• Support brand health tracking and recommend initiatives to strengthen brand equity.

2. Marketing Campaigns & Promotions

• Plan and execute integrated marketing campaigns to drive traffic, sales, and customer engagement.
• Develop promotional calendars covering seasonal campaigns, new product launches, festive periods, and key commercial occasions.
• Coordinate campaign execution across kiosks, social media, digital platforms, delivery channels, and other customer touchpoints.
• Work with Operations to ensure promotions are implemented accurately and consistently at store level.
• Monitor campaign performance and recommend improvements based on results.
• Coordinate with external agencies, designers, printers, influencers, and other marketing partners where required.

3. Product Launches & Menu Development

• Support the development and launch of new food and beverage products.
• Work closely with Operations and Product Development teams on product positioning, naming, packaging, pricing, and launch plans.
• Develop go-to-market plans for new products and limited-time offerings.
• Coordinate product photography, menu boards, promotional materials, and digital content.
• Monitor new product performance and gather customer feedback.
• Recommend product improvements or promotional strategies based on sales and customer insights.

4. Digital & Social Media

• Manage and execute the brand's social media and digital content calendar.
• Develop engaging content ideas around products, promotions, brand stories, and customer experiences.
• Coordinate photography, videography, graphic design, and other content production.
• Monitor social media engagement, customer comments, reviews, and online sentiment.
• Support digital campaigns, paid media, and online promotions.
• Track digital performance and recommend improvements to increase reach and engagement.

5. Customer & Market Insights

• Gather customer feedback and identify changing customer preferences.
• Conduct basic market and competitor research.
• Monitor competitor pricing, promotions, new product launches, and marketing activities.
• Analyse customer behaviour, sales trends, and campaign performance.
• Translate insights into practical recommendations for products, promotions, and brand initiatives.
• Support customer surveys, focus groups, sampling, and other market research activities where required.

6. In-Store Brand Execution

• Ensure brand campaigns and promotional materials are effectively implemented across all kiosks.
• Coordinate POSM, menu boards, posters, displays, packaging, and promotional materials.
• Conduct store checks to ensure visual and promotional standards are maintained.
• Work closely with Operations to ensure campaigns are executed consistently and on time.
• Identify opportunities to improve the customer journey and brand experience within the kiosk environment.

7.Commercial & Sales Support

• Work closely with Operations and Commercial teams to support sales growth.
• Monitor product sales, campaign results, customer traffic, and promotional performance.
• Analyse the commercial effectiveness of promotions and marketing activities.
• Support pricing and promotional recommendations using market and sales data.
• Balance brand-building activities with commercial objectives.
• Identify opportunities to improve product visibility, customer conversion, and average transaction value.

8. Brand Partnerships & Activations

• Identify and coordinate suitable brand partnerships and collaboration opportunities.
• Support sampling events, pop-ups, community activities, and promotional activations.
• Coordinate with external partners, landlords, suppliers, and event organisers where required.
• Ensure brand activations are aligned with brand positioning and commercial objectives.
• Evaluate the effectiveness and ROI of brand activities.

9. Marketing Budget & Administration

• Assist in preparing and managing the annual marketing and brand activity budget.
• Track campaign spending and ensure activities remain within approved budgets.
• Coordinate quotations, purchase orders, invoices, and supplier payments where required.
• Maintain accurate records of campaigns, promotional materials, suppliers, and marketing activities.

10. Reporting & Performance Tracking

• Prepare regular reports on marketing campaigns, promotions, social media, product launches, and brand performance.
• Monitor key marketing and commercial KPIs.
• Evaluate campaign ROI and identify opportunities for improvement.
• Present insights and recommendations to management.
• Maintain a central calendar of brand activities and ensure timely execution.

Requirements

• Diploma or Degree in Marketing, Business, Communications, Hospitality, Food & Beverage , or a related discipline.
• Minimum 2 years of experience in brand marketing, FMCG, food & beverage, retail, hospitality, or a related industry.
• Experience in food, restaurant, café, QSR, kiosk, or consumer brands is an advantage.
• Strong understanding of social media, digital marketing, promotions, and consumer engagement.
• Good project management and campaign execution skills.
• Strong written and verbal communication skills.
• Creative mindset with good attention to detail.
• Commercially aware and comfortable working with sales and performance data.
• Good presentation and stakeholder management skills.
• Proficient in Microsoft Office and familiar with digital marketing and content management tools.
• Experience working with creative agencies, designers, photographers, influencers, or other external partners is an advantage.
• Passionate about food, brands, customer experience, and consumer trends.

Working Conditions

• Full-time position
• Primarily office-based with regular visits to food kiosks/outlets
• May require work outside normal office hours for events, activations, launches, or campaigns
• May require occasional weekend or public holiday work depending on marketing activities

What We Offer

• Competitive salary package
• Performance incentives, where applicable
• Opportunities to work across brand, marketing, product, and commercial functions
• Exposure to new product development and food industry trends
• Career development opportunities within a growing food & beverage business
• Dynamic and creative working environment