BRAND MARKETING MANAGER

About Yo-Chi

Chi is at the heart of everything we do. Yo-Chi has grown from a local idea into a movement, inspiring creativity, welcoming all ages, and spreading good energy through frozen yogurt. Originating in Australia, Yo-Chi has grown to over 65 venues in Australia where it is run and operated as a family-owned business. The brand is now going international. The owners of Yo-Chi have teamed up with Nick & Soraya, the owners of Boost SEA and we are excited to bring this amazing Australian brand to Malaysia!

Yo-Chi puts our team and our guests at the heart of everything we do. Creating positive experiences, supporting each other, and making our venues a place where everyone feels welcome.

We are looking for a hands-on, independent and resourceful Brand Marketing Manager to support the growth of Yo-Chi Malaysia.

JOB RESPONSIBILITIES

1. Campaign Strategy, Planning & Execution.

• Support the Head of Marketing with execution of the Yo-Chi marketing strategy.
• Manage the Yo-Chi Marketing Calendar, encompassing campaigns, brand moments, new venue openings and always‑on activity with a minimum 6+ month planning horizon.
• Consistently seek out new opportunities for campaigns, brand partnerships and activations to keep the brand interesting and culturally relevant & creatively progressive.
• Ensure relevant internal stakeholders understand the objectives, priorities and delivery requirements of marketing campaigns & brand activity, including Supply Chain, Ops, Training and Customer Relations.
• Coordinate end‑to‑end delivery of national brand & marketing activity across all relevant channels.
• Ensure campaigns are delivered on time, on brand and to a consistently elevated creative standard across every touchpoint (excl. social media).
• Work closely with creative partners (designers, photographers, agencies) to brief, review and refine campaign assets.
• Act as the central point of accountability for the end-to-end delivery of national brand activity from planning through to roll out

1. Brand Identity

• Lead PR activity, including media and influencer engagement, in partnership with external agencies where applicable.
• Champion brand guidelines, tone of voice and visual consistency across all touchpoints including all digital platforms and in venue.
• Oversee creative development and ensure all output aligns with brand positioning whilst actively pushing for stronger, more distinctive brand expression in all outputs.
• Maintain high standards of execution across national and local activations, identifying opportunities to refine, elevate and evolve how the brand shows up.
• Partner closely with the Local Area Marketing Manager to ensure all local activity, community initiatives and venue‑level executions remain creatively aligned and on brand.

1. Customer (Guest) Loyalty

• Support the growth and performance of the Chi Club loyalty program, working in alignment with the overarching loyalty strategy.
• Actively identify opportunities to improve member engagement, experience and value through campaigns, content and rewards.
• Oversee CRM execution across email and SMS, ensuring communications are relevant, timely and guest‑first.
• Partner with internal stakeholders to support loyalty‑led acquisition, retention and frequency initiatives.
• Monitor loyalty and CRM performance, using insights to inform optimisation and continuous improvement.

1. Customer (Guest) Experience

• Maintain a high standard for all in-venue comms, with relevant messaging for each stage of the customer journey.
• Partner with operations to align marketing activity with in-venue/store experience including visual merchandising.
• Use customer insights and feedback to and observations to identify opportunities to continuously creatively elevate the guest experience across all channel touchpoints.

1. Budget Management

• Support high‑level oversight of the marketing budget for national campaigns, ensuring spend aligns with priorities, creative impact and brand objectives.
• Partner with the Head of Marketing to track and report on spend and ROI across key campaigns and initiatives.
• Use performance insights to inform future planning, optimisation and smarter investment decisions.

1. Teamwork & Leadership

• Build strong cross‑functional relationships, particularly with Supply Chain, Operations & Training, to ensure marketing priorities are understood and supported.
• Lead, coach and develop the marketing team, setting clear objectives aligned to business KPIs.
• Translate strategy into clear priorities, providing direction while empowering the team to execute.
• Foster a high‑performance culture with strong ownership, accountability and continuous improvement.
• Lead by example in encouraging regular time in venues to stay connected to the customer and frontline experience.
• Partner closely with the Head of Marketing to embed a culture of brand obsession, creative curiosity and boundary‑pushing across the marketing team, helping raise the creative bar at every touchpoint.
• Support the Head of Marketing in elevating the team’s thinking and output, translating brand strategy into inspiring briefs, clear priorities and consistently high standards of execution.

The above responsibilities are indicative and may evolve based on the business needs.

JOB REQUIREMENTS

• Diploma / Degree in Marketing, Communications, Business, Advertising, Media or a related field.
• 5–8 years of relevant experience in brand marketing, preferably within F&B, retail, hospitality or a fast-paced consumer business.
• Proven experience in developing and executing integrated marketing campaigns across multiple channels.
• Strong experience in brand management, creative development, PR, partnerships and maintaining brand consistency.
• Experience managing creative agencies, designers, photographers, influencers and other external partners.
• Experience in CRM, customer loyalty programmes, email and SMS marketing is strongly preferred.
• Experience in customer experience, in-store marketing, visual merchandising and multi-site retail/F&B environments is an advantage.
• Strong project management skills with the ability to manage multiple campaigns, deadlines and stakeholders.
• Strong communication, presentation, negotiation and stakeholder management skills.
• Independent, hands-on, proactive and resourceful, with the ability to work with minimal supervision.
• Strong creative thinking, commercial awareness, analytical and problem-solving skills.
• Able to work in a fast-paced, constantly changing environment and manage tight timelines.
• Strong MS Office skills, particularly PowerPoint and Excel. Experience with CRM, marketing or project management platforms is an advantage.
• Experience managing marketing budgets, campaign performance and ROI is preferred.
• Fluent in English, both written and spoken. Bahasa Malaysia and Mandarin proficiency is an advantage.
• Experience in new store openings, business expansion or multi-location operations is an advantage.
• Experience in leading, coaching or developing a marketing team is an advantage.