Marketing Manager F&B

1. Brand & Strategic Marketing

• Develop and implement integrated marketing strategies that enhance Bonchon’s brand awareness, positioning, and customer engagement across Vietnam.

• Ensure all communications, visuals, and customer touchpoints align with Bonchon International’s global brand guidelines.

• Lead national campaigns and seasonal promotions to reinforce Bonchon’s identity as the No.1 Korean Fried Chicken brand in Vietnam.

• Monitor market trends, customer insights, and competitor performance to identify growth opportunities and positioning gaps.

2. Digital & CRM Marketing

• Lead digital performance campaigns (Meta, Google, TikTok, Zalo) to drive traffic and sales conversion.

• Oversee CRM and Loyalty Program development, in collaboration with IT and POS (Fabi) teams, focusing on customer retention, frequency, and database growth.

• Develop reporting dashboards to track KPIs: customer acquisition cost (CAC), campaign ROI, reach, engagement, and conversion rate.

• Manage digital agencies, ensuring strong ROI and consistent creative performance across platforms.

3. Franchise & Regional Marketing

• Support franchise partners with local store marketing (pre-opening campaigns, media plans, and brand assets).

• Develop a Franchise Marketing Toolkit to ensure consistency in communication and brand activation across all stores.

• Coordinate with the Franchise Development team to align marketing initiatives with new store openings and expansion roadmap.

• Plan regional marketing activities and partnership promotions to increase awareness in target cities.

4. Product Launch & Campaign Management

• Collaborate with R& and Operations to plan go-to-market strategies for new products development.

• Develop campaign concepts, content calendars, and promotional mechanics that connect with Vietnamese consumers.

• Evaluate campaign performance based on sales uplift, customer engagement, and post-launch retention.

5. Strategic Partnership & PR

• Build and manage partnerships with key brands (e.g., Pepsi, Aeon Mall) and marketing agencies.

• Initiate co-branding opportunities and seasonal collaborations to expand Bonchon’s audience reach.

• Oversee PR activities and ensure consistent communication tone with HQ and local media partners.

6. Department Management & Reporting

• Lead and develop the marketing team: assign tasks, coach performance, and build successor pipeline.

• Manage A& budget effectively, ensuring spending efficiency and measurable outcomes.

• Prepare monthly and quarterly marketing performance reports: campaign results, A& tracking, and strategic recommendations.

• Work cross-functionally with Operations, R&, Supply Chain, and Finance to align marketing with business priorities.

Education:

• Bachelor’s degree in Marketing, Communications, or Business Administration.
• Master’s degree is a plus.

Experience:

• Minimum 5 years of experience in marketing, including at least 3 years in a managerial role within F&B, QSR, or retail chains.
• Proven record in leading digital campaigns, brand building, and cross-functional project management.
• Experience with franchise systems, CRM/Loyalty platforms, and marketing automation preferred.

Skills & Competencies:

• Strong strategic thinking, brand management, and analytical capability.
• Excellent leadership and team development skills.
• Proficient in digital advertising tools (Meta Ads Manager, Google Ads, Analytics).
• Strong presentation, communication, and English proficiency.

High sense of ownership, creativity, and resilience under pressure.