Job description for Brand Strategy Manager at Friendchised Indonesia
ABOUT THE ROLE
We're looking for a Brand Specialist who lives and breathes brand identity, storytelling, and creative consistency, and who also knows how to build relationships that extend the brand beyond owned channels.
You'll work across two distinct brands: Nongkitiam, a multi-outlet kopitiam brand in Jakarta and Tangerang, and Friendchised, a digital marketplace for franchise and business opportunities in Indonesia.
WHAT YOU'LL DO
• Own and maintain the brand identity, tone of voice, and visual guidelines for both Nongkitiam and Friendchised
• Develop brand assets including creatives, templates, packaging concepts, and marketing collateral
• Ensure brand consistency across all touchpoints, social media, in-outlet experience, digital platforms, etc
• Drive brand storytelling through compelling narratives, campaign concepts, and activations suited to each brand's audience
• Identify, recruit, and manage KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) collaborations, from briefing and negotiation to execution and performance evaluation
• Build and manage brand partnerships with relevant businesses, communities, platforms, and media that amplify both brands' reach and positioning
• Coordinate with the digital marketing team to ensure all campaign creatives and messaging are on-brand and optimized for each channel
• Research market trends, competitor brands, and audience sentiment to continuously evolve brand positioning
• Track and report on KOL/KOC and partnership performance, and iterate based on results
Other Ways You'll Drive Sales
- Manage content, thumbnails, and ratings for your outlets across food delivery apps (GoFood, GrabFood, ShopeeFood) and Qpon
- Keep thumbnails and banners fresh and appealing with regular refreshes
- Monitor and work to improve ratings and reviews
- Stay proactive and resourceful about hitting sales and rating targets
Brand Basics
- Keep packaging, in-store materials, uniforms, and outlet decor consistent with brand guidelines
- Do regular brand checks on your outlets
- Chip in on light competitor and trend research when needed
WHAT WE'RE LOOKING FOR
- 2–4 years of experience in brand management, brand marketing, or creative strategy
- Hands-on experience managing KOL or KOC programs, from outreach to reporting
- Proven track record of building and managing brand partnerships or collaborations
- Strong portfolio demonstrating brand work, identity, campaigns, or content
- Experience in content or marketing for F&B or retail, genuinely focused on driving traffic and sales
- Data-driven — comfortable looking at numbers (sales, ratings, engagement) to decide what to do next, not just going by gut feel
- Comfortable producing content yourself, not just briefing others
- Understands what drives action on social media, delivery apps, and TikTok
- Experience running events or partnerships end-to-end is a big plus
- Comfortable coordinating with agencies, KOLs, vendors, and partners
- Proactive mindset — tests things, adjusts quickly, steps in fast when needed
- Willing to visit outlets in person when needed
How You'll Be Measured
Traffic growth, ratings, content freshness, and overall sales impact for your outlets
Brand tasks should run smoothly in the background without slowing down your main focus on revenue
