Job description for Assistant Brand Manager at Tate Asia
About the role:
This is a commercially driven brand marketing role responsible for translating business priorities into integrated campaigns, channel activations, social content, digital initiatives, and local store marketing that drive traffic, transactions, customer engagement, long-term brand relevance, and improved brand equity within Singapore's highly competitive QSR landscape.
The successful candidate will lead the development and execution of integrated 360° marketing strategies to grow the brand across offline and online channels—driving sales, transactions, customer engagement, and long-term brand growth. Working closely with agencies, internal stakeholders and external partners, you will deliver bold, relevant and commercially impactful campaigns that convert attention into transactions.
This is a highly visible role for a commercially minded marketer who blends strategic thinking with strong execution capabilities—someone who thrives in a fast-paced environment, moves quickly, manages agencies confidently, and understands how great marketing directly drives business performance.
Role & Responsibilities:
- Brand & Campaign Leadership:
- Lead and drive integrated 360° marketing campaigns across digital, social, PR, CRM, delivery, dine-in, takeaway and offline channels.
- Develop marketing strategies and campaign plans aligned with commercial and brand objectives.
- Shape brand storytelling and campaigns that strengthen awareness, engagement, traffic and sales performance.
- Translate product launches, promotions and business priorities into compelling marketing activations that increase brand value and consumer excitement.
- Ensure campaigns are commercially effective while maintaining strong brand consistency.
- Manage creative, PR, social, digital, media, production and activation partners with clear briefs, timelines, budgets, KPIs and performance expectations.
- Drive campaign excellence across Delivery, Dine-In and Takeaway channels.
- Success will be measured through campaign sales uplift, transaction growth,
- customer engagement, CRM performance, social content effectiveness, brand visibility, campaign ROI and execution excellence.
Social Media & Content:
- Lead the brand's social media direction and content strategy across platforms.
- Drive social-first marketing initiatives that are current, platform-native and culturally relevant.
- Guide content creation to ensure it is engaging, shareable and conversion-focused.
- Identify emerging trends and consumer opportunities, translating them into impactful brand activations.
PR & Brand Visibility:
- Drive PR initiatives, media collaborations, influencer activations and strategic partnerships.
- Strengthen visibility and positioning within the Singapore market.
- Work closely with agencies and partners to execute publicity initiatives effectively.
Promotions & Commercial Marketing:
- Develop and drive nationwide promotional campaigns that support sales growth across Delivery, Dine-In and Takeaway channels.
- Support loyalty, CRM and customer engagement initiatives to strengthen repeat transactions and customer retention.
- Partner closely with Operations, Supply Chain and cross-functional stakeholders to ensure operational readiness and seamless campaign execution.
- Monitor campaign performance, sales impact and customer engagement metrics, recommending improvements to maximise effectiveness.
- Drive and partner Operations on Local Store Marketing initiatives and community-based activations to increase store relevance and traffic.
- Leverage data analytics and consumer insights to support menu innovation and campaign performance.
Media Planning & Performance:
- Partner with media agencies on planning and buying across digital, social, offline and performance marketing channels.
- Ensuse campaigns are targeted, commercially effective and aligned with business objectives.
- Review and optimise media plans using key performance metrics including Reach, Frequency, CPM, CPC, CTR, Conversion, ROAS and ROI.
- Recommend improvements to maximise marketing investment and commercial returns.
Requirements:
- Diploma or Degree in Marketing, Business, Communications or a related discipline.
- Approximately 3–8 years of relevant marketing experience in QSR, FMCG, retail, F&B or agency environments.
- Experience managing integrated marketing campaigns across branding, social media, PR, promotions and agency management.
- Experience working within fast-paced, consumer-driven businesses will be highly advantageous.
- Strong understanding of branding, social media, PR, campaigns, CRM and customer engagement.
- Strong commercial acumen with the ability to connect marketing initiatives to measurable business performance.
- Strong agency and vendor management skills with the confidence to challenge, influence and elevate external partners.
- Strong creative instinct with a good eye for content, visual storytelling and consumer behaviour.
- Digital-first mindset with a strong understanding of emerging platforms and marketing trends.
- Data-driven and performance-oriented, with the ability to analyse campaign effectiveness and optimise results.
- Comfortable working in a fast-paced, execution-focused environment.
- Strong project management, prioritisation and stakeholder management skills.
- Hands-on, proactive, organised and able to manage multiple priorities simultaneously.
- Excellent communication, collaboration and presentation skills.
- Comfortable leveraging AI tools to enhance content ideation, campaign analysis, consumer insights, workflow efficiency and marketing effectiveness.
