Marketing Manager F&B

1. Brand & Strategic Marketing
Develop and implement integrated marketing strategies that enhance Bonchon's brand awareness, positioning, and customer engagement across Vietnam.
Ensure all communications, visuals, and customer touchpoints align with Bonchon International's global brand guidelines.
Lead national campaigns and seasonal promotions to reinforce Bonchon's identity as the No.1 Korean Fried Chicken brand in Vietnam.
Monitor market trends, customer insights, and competitor performance to identify growth opportunities and positioning gaps.
2. Digital & CRM Marketing
Lead digital performance campaigns (Meta, Google, TikTok, Zalo) to drive traffic and sales conversion.
Oversee CRM and Loyalty Program development, in collaboration with IT and POS (Fabi) teams, focusing on customer retention, frequency, and database growth.
Develop reporting dashboards to track KPIs: customer acquisition cost (CAC), campaign ROI, reach, engagement, and conversion rate.
Manage digital agencies, ensuring strong ROI and consistent creative performance across platforms.
3. Franchise & Regional Marketing
Support franchise partners with local store marketing (pre-opening campaigns, media plans, and brand assets).
Develop a Franchise Marketing Toolkit to ensure consistency in communication and brand activation across all stores.
Coordinate with the Franchise Development team to align marketing initiatives with new store openings and expansion roadmap.
Plan regional marketing activities and partnership promotions to increase awareness in target cities.
4. Product Launch & Campaign Management
Collaborate with R& and Operations to plan go-to-market strategies for new products development.
Develop campaign concepts, content calendars, and promotional mechanics that connect with Vietnamese consumers.
Evaluate campaign performance based on sales uplift, customer engagement, and post-launch retention.
5. Strategic Partnership & PR
Build and manage partnerships with key brands (e.g., Pepsi, Aeon Mall) and marketing agencies.
Initiate co-branding opportunities and seasonal collaborations to expand Bonchon's audience reach.
Oversee PR activities and ensure consistent communication tone with HQ and local media partners.
6. Department Management & Reporting
Lead and develop the marketing team: assign tasks, coach performance, and build successor pipeline.
Manage A& budget effectively, ensuring spending efficiency and measurable outcomes.
Prepare monthly and quarterly marketing performance reports: campaign results, A& tracking, and strategic recommendations.
Work cross-functionally with Operations, R&, Supply Chain, and Finance to align marketing with business priorities.