市场经理

Role Overview The Marketing Manager leads brand growth, customer acquisition, and traffic generation across all QSR stores. This role owns the full marketing funnel—from brand strategy to in‑store activation—and partners closely with Operations, Supply Chain, and Digital teams to drive sales and customer loyalty. Key Responsibilities 1. Brand Strategy & Positioning Develop and execute the brand strategy across dine‑in, takeaway, and delivery channels. Maintain consistent brand identity across all touchpoints (store, digital, packaging). Conduct competitive analysis and market mapping to identify growth opportunities. Explore more: Brand Strategy 2. Campaign Planning & Execution Lead national and regional marketing campaigns to drive traffic and sales. Manage seasonal promotions, new product launches, and limited‑time offers (LTOs). Coordinate with creative agencies for campaign assets and media planning. Learn more: Marketing Campaigns 3. Digital Marketing & CRM Oversee digital channels: social media, website, app, delivery platforms. Manage CRM programs, loyalty campaigns, and customer segmentation. Optimize digital ads (SEM, social, programmatic) for ROI. Deep dive: Digital Marketing 4. Store‑Level Marketing (SLM) Develop in‑store POP materials, menu boards, and promotional signage. Support franchisees with local store marketing (LSM) toolkits. Ensure brand compliance across all stores. More on: Retail Marketing 5. Product & Menu Marketing Partner with R&D and Operations on new product development (NPD). Conduct pricing analysis and menu engineering to maximize profitability. Track product performance and customer feedback. Explore: Menu Engineering 6. Data & Performance Analytics Analyze sales, traffic, and campaign performance to guide decisions. Monitor customer insights, market trends, and competitor activity. Prepare monthly marketing dashboards and business reviews. Learn more: Marketing Analytics 7. Budget & Vendor Management Manage annual marketing budget and ensure cost efficiency. Lead agency relationships (creative, media, digital, printing). Negotiate contracts and evaluate vendor performance. Explore: Vendor Management Key Requirements Experience 5–8 years of marketing experience, ideally in QSR, F&B, retail, or FMCG. Proven track record in campaign management and brand building. Experience working with franchise networks is a strong plus. Skills Strong understanding of QSR customer behavior and traffic drivers. Expertise in digital marketing, CRM, and social media. Analytical mindset with ability to interpret sales and customer data. Excellent project management and cross‑functional collaboration skills. Education Bachelor’s degree in Marketing, Business, Communications, or related field.

职位描述

Cindy Zhang