Marketing and Branding Executive

Marketing and Branding Executive

Objective:

To drive the success and growth of the restaurant's brand by developing and executing strategic branding initiatives that create a strong and differentiated brand identity, resonate with the target audience, and enhance customer loyalty.

Key Responsibilities:

1. Brand Strategy Development:

• Develop and implement a comprehensive brand strategy that aligns with the restaurant's vision, values, and target market.
• Conduct market research and competitive analysis to identify opportunities and trends, ensuring brand relevance and differentiation.
• Define the restaurant's unique value proposition, positioning, and messaging to establish a strong brand identity.

2. Brand Communication and Collateral:

• Develop and maintain consistent brand messaging across all customer touchpoints, including menus, signage, website, social media, and advertising.
• Collaborate with the marketing team to create compelling content and promotional materials that effectively communicate the brand's story, offerings, and values.
• Ensure consistency in visual identity (logos, colors, fonts, and photography).

3. Customer Experience Enhancement:

• Work closely with the operations team to enhance customer experience through improved service standards, ambiance, and menu offerings.
• Monitor customer feedback and reviews, identifying areas for improvement and addressing any concerns.
• Train staff on brand values, customer service standards, and brand voice to ensure a consistent and positive brand experience.

Social Media Management & Influencer Marketing:

• Social Media Strategy: Plan and develop social media communication strategies across platforms (Facebook, Instagram, TikTok, Xiaohongshu).
• Content Creation: Curate and develop creative visual directions for content (photography, videography, infographics, still and motion).
• Content Posting: Post 4 times a month across each social media platform (FB, IG, TikTok, Xiaohongshu).
• Influencer Engagement: Engage with 20 influencers per month, tailored to specific campaigns.
• Press Releases: Write 2 press releases per month (for Shao Modern Teochew Dining & Modern Teochew Tapas).
• Media Relations: Manage media inquiries and interviews, securing 2 key media features per month.
• Monthly Reports: Generate monthly reports on social media performance, analytics, and advertising (if applicable).
• Mystery Shopper Program: Organize 2 groups of foodies to write detailed dinner experience reports each month.

Marketing Campaigns and Partnerships:

• Campaign Planning & Execution: Design and execute marketing campaigns to drive brand awareness and customer engagement.
• Partnerships: Identify and develop strategic partnerships with influencers, local businesses, and community organizations.
• Performance Monitoring: Monitor campaign performance, analyze results, and leverage data to optimize strategies and maximize ROI.

Social Media Maintenance and Content Planning:

• Account Management: Manage and maintain social media accounts (Facebook, IG, TikTok, Xiaohongshu) and interactions.
• Promotion Planning: Coordinate promotion and poster planning with the outlet manager.
• Online Promotion Design: Create 1 online promotion poster per month for all platforms.
• Photoshoot Planning: Schedule photoshoots (every 2 months) for 8-12 dishes and drinks, with 4 graphic design posts.
• Boosting & Budgeting: Develop monthly budgets for social media boosts on Facebook, IG, and Xiaohongshu.
• Performance Reports: Review social media engagement metrics (likes, comments, shares) and report on past month's performance.

Job Nature:

• Work Hours: 5-day work week, 9 AM to 6 PM, with a 1-hour break.
• Benefits: Leave, medical, and insurance coverage.
• Travel: Ability to travel to different outlet branches and office as needed.

Qualifications:

• Education: Minimum Diploma in Marketing, Business Administration, or equivalent practical experience.
• Experience: At least 2 years of experience in growth strategy and performance marketing, preferably in technology, e-commerce, or food industries.
• Availability: Ability to start immediately or with a short notice period is preferred.
• Communication Skills: Ability to distil complex ideas into clear, actionable information.

Personal Attributes:

• Excellent interpersonal and communication skills.
• Strong initiative and problem-solving abilities.
• Adaptable, independent, hands-on, and able to work under pressure.
• Strong sense of responsibility and a proactive attitude.
• Bilingual (Chinese proficiency is a plus).