Tate Asia
Regional Marketing Director
Our client is a well-known American fast-food chain with a long-standing reputation. Their flagship outlet operates 24/7, offering a complete menu while engaging customers through interactive content and community programs.
Purpose of the Job Reporting to the Managing Director, the Regional Marketing Leader will be responsible for leading the strategic planning and cross-functional execution of the Company’s marketing and business topics. This person will focus on the full spectrum of marketing topics including consumer insights, competitive intelligence, creative development, branding, advertising, media, public relations, digital & social, design, promotions, demand generation, analytics, events management, product development as well as efforts in particular, playing a role in white space identification, innovation, food product or service design, brand touch points and communication, and real time in-market analysis and optimization.
The Regional Marketing Leader will be instrumental in meeting business, financial and developmental building goals for the Company regionally.
Role & Responsibilities Strategy Development & Insights
Lead the development of international/regional/local strategies across frequency, retention, new acquisition and experience marketing to drive growth & innovation
Develop strong relationships and influence franchise partners to align on strategic priorities
Marketing Campaign and Counsel
Lead the development of product or service positioning and uncover relevant consumer insights to drive consumer touchpoints and communication.
Provide nationally/regionally replicable marketing recommendations that address a consumer pain point or benefit that will drive same store sales, profitable transactions, and customer lifetime value.
Partner with the marketing functional leads for breakthrough 360 marketing campaigns that may include broadcast advertising, in-restaurant point-of-purchase materials, PR/experiential, digital advertising, customer ordering experience, social media, added value integrations, and more.
Category Management & Coaching
Perform detailed category analysis (including consumer, competitive, culture, and financial) to identify marketing opportunities and formulate strategic business action plans, identifying white space for innovation.
Build business cases to support recommendations for presentation to marketing and senior leadership. Also lead team to provide in-depth post analyses of national launch results and longer-term retention.
Coach in-market marketing managers/directors/business owners to both lead and participate in cross-functional project teams (including representatives from Finance, Digital, IT, Operations, Training, R&D, Consumer Insights, and Procurement) to develop and test need-based concepts for product or services to launch nationally.
Work with in-market marketing managers/directors/business owners to create and disseminate revenue enablement content.
Analyse industry reports that are published about the market and effectively communicate and socialize results with relevant stakeholders, including sales, services, and marketing.
Marketing Effectiveness
Beyond creative development, monitor, measure, and analyse the effectiveness of marketing initiatives and continue to adapt and optimize.
Franchise Partnership Management
Build productive relationships with both internal and external stakeholders: Finance, Digital, IT, Operations, Training, R&D, Consumer Insights, Procurement, Franchisees and Agency partners
Digital Championing
Responsible for the counsel of the digital ordering user experiences & ongoing optimisation through data-driven insights
Drive growth across digital ordering channels, including delivery, click & collect, and kiosk ordering.
Manage global relationship with key technology partners and ensure digital platforms support key growth strategies.
Share digital marketing best practices and performance marketing strategies to maximize ROI
Core Competencies and Accomplishments
Deep understanding of marketing fundamentals.
Strong bias for action and demonstrated desire for ownership & accountability.
Strong analytical skills with experience interpreting financial and marketing data including sales performance, customer purchase behavior and customer lifetime value. Ability to connect the dots within data and identify actionable insights.
Excellent project management skills with ability to consistently achieve or beat deadlines services to launch regionally/nationally.
Consumer Insights-Minded Strong customer focus and ability to leverage consumer data in decision-making.
Ability to represent the voice of the customer in cross-functional project meetings.
Excellent interpersonal and communication skills with management.
Ability to grow talent, lead with a strategic vision and prioritize for a team.
Solid financial/budget management skills.
Requirements
Undergraduate/Master's degree with specialization in Business Administration, Marketing, Communications, and or Social Sciences or related discipline.
Minimum 10 years of experience in the industry, including a strategic blend of marketing, agency management, food & beverage/retail/FMCG category or related field.
Experience in the management of marketing calendar strategy & execution. Restaurant/Retail experience preferred.
Ability to manage multiple, competing priorities.
Demonstrates high-energy leadership while working with a team.
Strong interpersonal and influencing skills; able to quickly build cooperative and productive relationships with internal business partners, franchisees, field crew and external vendors.
Excellent communication skills: verbal, written, and presentation. Strong attention to detail.
Exceptional organizational and time management skills.
Flexible, customer service-oriented, hands‑on mindset.
Ability to problem solving on tactical levels, reach sound conclusions, and take appropriate actions independently.
Ability to work effectively under pressure to meet strict deadlines. Solid organizational and analytical skills.
Good interpersonal, communication and influencing skills. Ability to communicate at different level of the organization.
Advanced Proficiency with Excel (i.e. formulas, graphing, macros, etc.) PowerPoint and Word.
Job requires an advanced level of influencing skills for day‑to‑day interactions with business partners
Ability to travel frequently
Markets include corporate‑owned Singapore stores, as well as franchisees based in Okinawa, Thailand, Malaysia, Indonesia as well as emerging territories.
#J-18808-Ljbffr
Purpose of the Job Reporting to the Managing Director, the Regional Marketing Leader will be responsible for leading the strategic planning and cross-functional execution of the Company’s marketing and business topics. This person will focus on the full spectrum of marketing topics including consumer insights, competitive intelligence, creative development, branding, advertising, media, public relations, digital & social, design, promotions, demand generation, analytics, events management, product development as well as efforts in particular, playing a role in white space identification, innovation, food product or service design, brand touch points and communication, and real time in-market analysis and optimization.
The Regional Marketing Leader will be instrumental in meeting business, financial and developmental building goals for the Company regionally.
Role & Responsibilities Strategy Development & Insights
Lead the development of international/regional/local strategies across frequency, retention, new acquisition and experience marketing to drive growth & innovation
Develop strong relationships and influence franchise partners to align on strategic priorities
Marketing Campaign and Counsel
Lead the development of product or service positioning and uncover relevant consumer insights to drive consumer touchpoints and communication.
Provide nationally/regionally replicable marketing recommendations that address a consumer pain point or benefit that will drive same store sales, profitable transactions, and customer lifetime value.
Partner with the marketing functional leads for breakthrough 360 marketing campaigns that may include broadcast advertising, in-restaurant point-of-purchase materials, PR/experiential, digital advertising, customer ordering experience, social media, added value integrations, and more.
Category Management & Coaching
Perform detailed category analysis (including consumer, competitive, culture, and financial) to identify marketing opportunities and formulate strategic business action plans, identifying white space for innovation.
Build business cases to support recommendations for presentation to marketing and senior leadership. Also lead team to provide in-depth post analyses of national launch results and longer-term retention.
Coach in-market marketing managers/directors/business owners to both lead and participate in cross-functional project teams (including representatives from Finance, Digital, IT, Operations, Training, R&D, Consumer Insights, and Procurement) to develop and test need-based concepts for product or services to launch nationally.
Work with in-market marketing managers/directors/business owners to create and disseminate revenue enablement content.
Analyse industry reports that are published about the market and effectively communicate and socialize results with relevant stakeholders, including sales, services, and marketing.
Marketing Effectiveness
Beyond creative development, monitor, measure, and analyse the effectiveness of marketing initiatives and continue to adapt and optimize.
Franchise Partnership Management
Build productive relationships with both internal and external stakeholders: Finance, Digital, IT, Operations, Training, R&D, Consumer Insights, Procurement, Franchisees and Agency partners
Digital Championing
Responsible for the counsel of the digital ordering user experiences & ongoing optimisation through data-driven insights
Drive growth across digital ordering channels, including delivery, click & collect, and kiosk ordering.
Manage global relationship with key technology partners and ensure digital platforms support key growth strategies.
Share digital marketing best practices and performance marketing strategies to maximize ROI
Core Competencies and Accomplishments
Deep understanding of marketing fundamentals.
Strong bias for action and demonstrated desire for ownership & accountability.
Strong analytical skills with experience interpreting financial and marketing data including sales performance, customer purchase behavior and customer lifetime value. Ability to connect the dots within data and identify actionable insights.
Excellent project management skills with ability to consistently achieve or beat deadlines services to launch regionally/nationally.
Consumer Insights-Minded Strong customer focus and ability to leverage consumer data in decision-making.
Ability to represent the voice of the customer in cross-functional project meetings.
Excellent interpersonal and communication skills with management.
Ability to grow talent, lead with a strategic vision and prioritize for a team.
Solid financial/budget management skills.
Requirements
Undergraduate/Master's degree with specialization in Business Administration, Marketing, Communications, and or Social Sciences or related discipline.
Minimum 10 years of experience in the industry, including a strategic blend of marketing, agency management, food & beverage/retail/FMCG category or related field.
Experience in the management of marketing calendar strategy & execution. Restaurant/Retail experience preferred.
Ability to manage multiple, competing priorities.
Demonstrates high-energy leadership while working with a team.
Strong interpersonal and influencing skills; able to quickly build cooperative and productive relationships with internal business partners, franchisees, field crew and external vendors.
Excellent communication skills: verbal, written, and presentation. Strong attention to detail.
Exceptional organizational and time management skills.
Flexible, customer service-oriented, hands‑on mindset.
Ability to problem solving on tactical levels, reach sound conclusions, and take appropriate actions independently.
Ability to work effectively under pressure to meet strict deadlines. Solid organizational and analytical skills.
Good interpersonal, communication and influencing skills. Ability to communicate at different level of the organization.
Advanced Proficiency with Excel (i.e. formulas, graphing, macros, etc.) PowerPoint and Word.
Job requires an advanced level of influencing skills for day‑to‑day interactions with business partners
Ability to travel frequently
Markets include corporate‑owned Singapore stores, as well as franchisees based in Okinawa, Thailand, Malaysia, Indonesia as well as emerging territories.
#J-18808-Ljbffr