Brand Manager

The Brand Manager is responsible for the overall growth, positioning, consistency, and commercial performance of the But First, Coffee brand, as well as other concepts under the BFC portfolio.

This role connects brand strategy to actual sales, ensuring that campaigns, products, promotions, branches, digital channels, and customer experiences all contribute to BFC's growth and EBITDA objectives.

Key Responsibilities

Brand Strategy

• Develop and maintain BFC's overall brand strategy.
• Protect BFC's brand identity, tone, visual language, and customer positioning.
• Oversee the brand direction and marketing requirements of other concepts under BFC, including Lit, Cheat Day, and DRYP.
• Ensure each concept maintains a distinct identity and positioning while remaining aligned with BFC's overall business objectives.
• Develop annual and quarterly brand plans.
• Identify opportunities to strengthen BFC's market position and portfolio of concepts.

Campaign & Product Marketing

• Lead marketing campaigns for new products, seasonal launches, and promotions.
• Work closely with R&D and Commissary on product launches.
• Develop launch strategies for new products and product lines.
• Translate product features into compelling customer propositions.

Commercial Growth

• Ensure marketing initiatives support sales and EBITDA targets.
• Analyze campaign ROI and discontinue initiatives that do not generate sufficient value.
• Develop initiatives that increase transactions, average ticket, frequency, and customer retention.
• Support branch-level marketing initiatives where performance requires intervention.

Customer & Community

• Build BFC's customer database and customer community.
• Develop loyalty, engagement, and retention initiatives.
• Use customer data to develop targeted campaigns.
• Strengthen BFC's presence in communities surrounding branches.

Cross-Functional Leadership

• Work closely with Operations, Sales, R&D, Commissary, Finance, and HR.
• Lead Marketing huddles and campaign alignment.
• Ensure all marketing activities are properly calendared and executed.
• Coordinate brand and campaign requirements across BFC's different concepts to ensure consistency, clarity, and timely execution.

KPIs

• Sales growth attributable to campaigns
• Campaign ROI
• Customer acquisition
• Customer retention
• Product launch performance
• Brand awareness
• Digital engagement
• Customer database growth
• Branch campaign performance
• Marketing contribution to EBITDA

Ideal Candidate

• 4–7+ years marketing/brand experience
• FMCG, F&B, retail, lifestyle, or consumer brand experience preferred
• Strong commercial and analytical mindset
• Excellent campaign management skills
• Able to manage agencies and internal teams
• Strong understanding of digital marketing
• Must understand that brand building and profitability have to work together