Job Description

Key Responsibilities

1. Brand Strategy & Positioning

Develop and steward the group-wide brand architecture, ensuring clarity and differentiation across restaurant, cafe, and future bakery brands. Ensure each sub-brand maintains a strong, independent identity while aligning with the group's master brand vision and values. Lead rebranding and repositioning initiatives for new acquisitions or evolving concepts. Act as the ultimate brand guardian, ensuring consistency across touchpoints, markets, and teams.

2. Marketing Leadership & Growth

Own the group marketing roadmap, spanning digital marketing, offline campaigns, PR, influencer strategy, partnerships, and loyalty programs. Conceptualize and launch national and regional campaigns, from strategy and creative direction to execution and performance measurement. Drive customer acquisition and retention through data-driven performance marketing, CRM, and loyalty initiatives.

3. Brand Amplification & Awards Strategy

Build and execute brand strategies aimed at securing Tatler Dining, Top Cafe lists, and future Michelin Guide recognition. Lead press relations, media engagement, and strategic collaborations with premium lifestyle and hospitality brands. Strengthen the group's premium positioning through curated partnerships and thought leadership.

4. Digital, Content & Creative Direction

Define and oversee the group's storytelling strategy across social media, content marketing, video, and brand films. Champion creative excellence by leading in-house teams and agency partners to produce compelling, brand-aligned content. Ensure content reflects authenticity, craft, community, and emotional resonance with the audience.

5. Expansion & New Market Launches

Develop go-to-market strategies for new outlet openings across Malaysia and future regional markets. Lead brand integration strategies for acquisitions (e.g. bakery brands, scalable cafe concepts). Support investor decks, fundraising narratives, and M&A pitch positioning with strong brand storytelling.

6. Sustainability & ESG Branding

Embed ESG narratives into the group's brand and marketing efforts, including sustainability, transparency, community engagement, and ethical practices. Ensure ESG storytelling is authentic, credible, and aligned with real operational practices.

Knowledge & Skill Requirements

Fluent in Mandarin (written and spoken). Visionary brand builder with the ability to shape, scale, and systemize brands across multiple verticals. Strong strategic thinker with hands-on execution capability -- able to balance creative ambition with commercial realities. Proven experience in F&B, lifestyle, or hospitality branding (regional exposure is a strong advantage). Deep understanding of digital trends, brand positioning, growth marketing, and consumer behavior.

Added Advantages

Experience in acquisition integration or rebranding of acquired assets. Background in venture-backed brands or family-grown businesses evolving into brand groups. Track record of launching brands that achieved regional or industry awards. Strong passion for food culture, community, fire, craft, and storytelling.

Benefits & Opportunities

Join a visionary, founder-led team building a scalable and globally relevant F&B brand group. Shape iconic brand narratives, launch new concepts, and support exciting acquisitions. Influence both operational reality and creative ambition at a group level. Competitive compensation, ESOP potential, profit sharing, and senior leadership influence. Bonding activities, company trips, and emphasis on work-life balance. Ownership opportunities, with potential shareholding after 3-5 years, subject to performance and contribution.
Job Type: Full-time

Pay: Up to RM10,000.00 per month

Benefits:

Opportunities for promotion Professional development
Work Location: In person