Marketing Business Partner Manager

Luckin Coffee; Hong Kong; On-site; HKD 350,000 - 520,000; Full time

Benefits offered by this job

Market-competitive package

Learning & leadership opportunities

Career development

Coffee vouchers & product benefits

Team building & cultural activities

Job summary

Luckin Coffee is seeking a Marketing Lead for franchised markets across Southeast Asia. You will own end-to-end marketing performance, translate brand strategy into local execution, and drive measurable business results across digital, social, PR, and in-store channels.

You will partner with franchisees and HQ to optimize campaigns, product launches, and CRM initiatives while upholding brand guidelines. This role offers growth through cross-functional exposure and international experiences.

Qualifications

• 3+ years of relevant marketing experience
• Experience in franchising or regional markets is a plus
• Strong ownership mindset and ability to work independently
• Comfort navigating ambiguity and influencing across teams
• Commercially driven with strong data analysis capabilities
• Marketing background with campaign execution or product launches
• Excellent communication and stakeholder management skills

Responsibilities

• Own end-to-end marketing performance for Southeast Asia markets, including sales and product contribution
• Lead weekly and monthly business reviews with franchisees and drive action plans
• Develop localized marketing strategies to drive acquisition, retention, and sales growth
• Lead campaigns across digital, social, PR, and in-store channels
• Oversee new product launches and promotions with clear performance tracking
• Ensure brand guidelines are followed across markets and touchpoints
• Manage franchisee partnerships and align HQ with franchisees and cross-functional teams
• Drive app-led marketing initiatives, CRM, and lifecycle marketing
• Collaborate with HQ to improve marketing funnels and reporting
• Track and report key marketing KPIs to inform decisions

Skills

Market Ownership

Performance Tracking

Franchise Management

Stakeholder Alignment

Campaign Execution

CRM & Lifecycle

Data Analysis

Brand Compliance

Job description

Luckin Coffee (OTC: LKNCY) is the pioneer of a technology-driven new retail model to provide coffee and other products of high quality, high affordability, and high convenience to our customers. Our mission is "To create lucky moments and inspire." And our vision is "To build a world-class coffee brand and become a part of everyone's daily life."

Our new retail model is built upon our mobile and store networks. Our mobile app and presence on other third-party platforms cover the entire customer purchase process, offering our customers a 100% cashier-less environment. This enhances our customer experience, improves our operating efficiency, and allows us to stay connected with our customers and engage with them anytime, anywhere. As one of the largest coffee chain brands in China by store count, our store network is comprised of pick-up stores and relax stores. With a strategic emphasis on pick-up stores, we aim to offer maximum convenience to our customers and enhance our brand recognition.

Role Overview

Own and drive marketing performance for franchised markets across Southeast Asia. This role acts as the key bridge between HQ and franchise partners, translating brand strategy into high-impact local execution while delivering measurable business results.

Key Responsibilities

1. Market Ownership & Performance

• Own end-to-end marketing performance for assigned markets, including sales and product contribution
• Lead weekly and monthly business reviews with franchisees to track performance and drive action plans
• Identify growth opportunities and gaps, and proactively drive initiatives to improve results
• Develop and execute localized marketing strategies to drive customer acquisition, retention, and sales growth
• Lead end-to-end execution of campaigns across digital, social, PR, and in-store channels
• Drive successful new product launches, promotions, and seasonal campaigns with clear performance tracking
• Ensure consistent and compelling delivery of brand messaging across all customer touchpoints

3. Brand Strategy & Compliance

• Ensure adherence to brand guidelines across all markets and customer touchpoints
• Adapt global strategies to local market needs while maintaining brand consistency
• Audit franchisee marketing execution and provide clear, actionable feedback

4. Franchisee Management & Stakeholder Alignment

• Act as the primary marketing partner to franchisees, providing both strategic guidance and hands-on support
• Influence and challenge franchise partners to adopt best practices and improve performance
• Drive alignment across HQ, franchisees, and cross-functional teams (e.g. Operations, Product)
• Drive app-led marketing initiatives, including campaign setup, CRM, and lifecycle marketing
• Partner with HQ teams to improve marketing funnels

6. Performance Tracking & Reporting

• Track and analyze key marketing KPIs
• Conduct post-campaign evaluations and translate insights into clear action plans
• Build structured reporting to improve visibility and decision-making across markets

Qualifications

• Industry background: preferably F&B, FMCG, or e-commerce
• Years of experience: 3+ years of relevant experience
• Prior experience in franchising or managing regional markets is a plus
• Strong ownership mindset with the ability to operate independently
• Comfortable navigating ambiguity and influencing across teams
• Commercially driven, with strong data analysis capabilities
• Strong grounding in marketing, with experience in campaign execution or product launches
• Strong communication and stakeholder management skills, with the ability to drive alignment and execution

What We Offer

• Market-competitive package
• Learning & leadership opportunities through hands-on experience and on-the-job training
• Career development through cross-functional exposure, short-term assignments, and international experiences
• Coffee & product benefits, including coffee vouchers and selected Luckin Coffee products
• Team building & cultural activities to foster collaboration and a strong sense of belonging

For more Information, please refer to our website: https://www.luckincoffee.com/.