Marketing Manager — Brand Transformation

Paul Lafayet Patisserie Francaise; Hong Kong; On-site; HKD 900,000 - 1,200,000; Full time

Job summary

Paul Lafayet Patisserie Francaise is seeking a senior, hands-on Marketing Manager to lead a brand transformation in Hong Kong. You will drive positioning, identity, tone of voice and the overall customer experience while steering digital and social efforts with careful KPI tracking.

You will grow loyalty through CRM, membership and data-driven campaigns, support sales across retail, e-commerce and corporate gifting, and turn market insights into action. Fluency in English and Chinese is required.

Qualifications

• 8+ years of marketing experience from a creative/digital agency or F&B/brand background.
• Proven results in brand repositioning, launches or campaigns.
• Strong understanding of Gen Z/Millennial trends in Hong Kong and related F&B scenes.

Responsibilities

• Lead the brand transformation strategy including positioning, identity, tone of voice and customer experience.
• Oversee digital and social media, content creation and KOL partnerships.
• Grow loyalty through CRM, membership and data-driven campaigns.
• Support sales across retail, e-commerce and corporate gifting.
• Turn market trends and competitor insights into action.
• Manage budgets and agencies; report on KPIs.

Skills

Brand repositioning

Digital marketing

CRM and loyalty campaigns

Project management

Budget management and agency oversight

Education

Degree in Marketing, Communications or Business

Tools

CRM tools

Budgeting software

Job description

Marketing Manager — Brand Transformation

Since 2010, Paul Lafayet has brought authentic French pâtisserie to Hong Kong, from our signature crème brûlée to seasonal collections and festive gifting, through our shops, e-commerce and corporate clients. We are now reinventing our brand to become Hong Kong's reference for fine desserts for a new generation, and are looking for a senior, hands-on Marketing Manager to lead this transformation.

The Role

Lead the brand transformation strategy: positioning, identity, tone of voice and customer experience

Lead digital and social media (IG, Xiaohongshu, FB, WeChat), content and KOL partnerships

Grow loyalty through CRM, membership and data-driven campaigns

Support sales across retail shops, e-commerce and B2B / corporate gifting

Turn market trends and competitor insights into action

Manage budget and agencies; report on clear KPIs

What We Are Looking For

8+ years of marketing experience from a creative / branding / digital agency and/or an F&B, hospitality or lifestyle brand

Proven results in brand repositioning, product launches or campaigns

Deep understanding of Hong Kong Gen Z and Millennial consumers and F&B trends

Fluent in English and Chinese (Cantonese and Mandarin), written and spoken

Strategic yet hands-on, with strong project management skills

Degree in Marketing, Communications or Business; a passion for fine desserts and design

Why Join Us

Lead a genuine brand transformation with direct access to decision makers, at a respected 16-year-old brand with loyal customers. Competitive package based on experience.