Assistant Marketing Manager

Job Responsibilities:

1.  Brand Strategy & Concept Development

• 360° Campaign Leadership: Formulate and execute integrated marketing strategies and annual budgets for both established brands and new Chinese culinary concepts.
• Seasonal & Festive Campaigns: Conceptualize high-impact seasonal promotions, festive menu rollouts (e.g., Lunar New Year, Mid-Autumn Festival), and banqueting/event packages to maximize seasonal revenue.
• Experiential Dining: Design engaging customer touchpoints, interactive dining concepts, and brand activations to appeal to both loyal patrons and modern/younger demographics.

2. Digital Marketing, Social Media & KOL Strategy

• Omnichannel Strategy: Oversee performance marketing, search engine marketing (SEM), programmatic ads, and always-on content across local and regional channels.
• Cross-Border Marketing: Drive inbound tourist engagement through Mainland China digital platforms (e.g., Xiaohongshu / RED, WeChat, Douyin).
• KOL & Media Relations: Direct PR and influencer marketing campaigns, cultivating strong relationships with food media, bloggers, and lifestyle KOLs.

3. Agency Management & Operations Alignment

• Vendor Management: Lead media and creative agencies in content creation, ad placement, and campaign execution while ensuring strict quality and budget governance.
• Cross-Functional Collaboration: Partner closely with internal Culinary, Operations, and Purchasing teams to ensure seamless campaign execution at the outlet level.

4. Performance Analytics & Market Insights

• ROI & Data Tracking: Monitor, analyze, and evaluate campaign effectiveness using digital analytics and foot-traffic data to optimize future marketing spends.
• Market Intelligence: Track dining trends, competitive dynamics, and consumer preferences in Hong Kong and the Greater Bay Area (GBA).

Job Requirements:

• Education: Bachelor’s degree in Marketing, Business Administration, or a related discipline.
• Experience: Minimum 5 years of progressive marketing experience, Proven track record in F&B (Chinese cuisine / multi-unit dining group experience is highly preferred) Retail or FMCG, Candidates with digital agency background managing F&B accounts will also be strongly considered.
• Technical Skills: Sound knowledge of digital marketing tools (Google Analytics, Meta Ads, SEM), CRM loyalty programs, and Mainland social media ecosystem (RED, WeChat).
• Languages: Excellent command of written and spoken English and Chinese (Cantonese & Mandarin).
• Soft Skills: Exceptional commercial acumen, strong stakeholder management, project leadership, and a creative, "think-outside-the-box" mindset.