Brand Assistant Manager

Drive brand equity and create talkable commercial moments across Malaysia and Singapore markets! We are seeking a strategic, commercially driven Brand Assistant Manager or Brand Manager (Malaysia & Singapore) to lead market growth, 360-degree brand campaigns, and localized menu innovation across both territories. Serving as the connective layer between global brand strategy and local market execution, you will craft tailored positioning—value-focused in Malaysia, convenience/premium-led in Singapore—while scaling consumer affinity and revenue growth. If you have a track record of executing viral LTO launches, driving social media performance, and managing multi-market campaigns, step into the spotlight with us!

Ideal Candidate Profile:

• Experience: 4–6 years of brand management experience, with proven multi-market exposure managing Malaysia and Singapore within QSR, F&B, Retail, or FMCG.
• 360 Campaign & Agency Mastery: Track record executing localized LTO launches, social media strategies, and managing creative, PR, and media agencies across both countries.
• Regulatory & Cultural Fluency: Deep understanding of consumer behavior, food culture, media channels, and local certification standards (JAKIM in Malaysia, MUIS in Singapore).
• Commercial & Financial Acumen: Proficient in managing localized marketing budgets, evaluating campaign ROI, setting combo pricing strategies, and analyzing P&L impact.
• Language Skills: Business fluency in English and Bahasa Malaysia is required; proficiency in Mandarin is a strong advantage for localized campaign execution.
• Education: Bachelor's degree in Marketing, Business Administration, Mass Communications, or a related field.

Job Role:

• 360° Brand Strategy & Campaigns: Develop and execute annual marketing strategies for Malaysia and Singapore to boost brand equity, store footfall, and revenue; lead activations tied to key cultural moments (Hari Raya, CNY, Merdeka, National Day).
• LTO Development & Menu Marketing: Analyze regional dining trends to conceptualize localized LTOs with R&D and Supply Chain, aligning with local palates and regulatory standards (JAKIM/MUIS). Set localized pricing, combo packaging, and POSM strategies.
• Social Media & Influencer Strategy: Oversee platform strategies tailored to each market (TikTok, Instagram, Facebook, Xiaohongshu), driving localized content, community engagement, and KOL partnerships.
• Delivery & Loyalty App Integration: Partner with e-commerce and CRM teams on targeted food delivery growth campaigns (GrabFood, Foodpanda, ShopeeFood) and localized app retention tactics.
• Market Research & Budget Allocation: Conduct competitive benchmarking to identify growth opportunities, and manage the regional marketing budget to optimize ROI across both territories.

More about Kenangan Brands:

• Kopi Kenangan: 1,200+ outlets across Indonesia
• Kenangan Coffee Malaysia: 200+ store locations
• Kenangan Coffee Singapore: 10 locations and growing
• Kenangan Coffee India: 10 stores and aggressive expansion plans
• Global Footprint: Expanding footprint across Taiwan, Australia, and the Philippines
• FMCG Division: Kopi Kenangan Botol (Ready-To-Drink subsidiary)

Interested applicants, please send your updated resume directly to: [email protected]