Brand & Marketing Lead (Pastry & Bakery)

The GH Patisserie Sdn. Bhd.; Kulai; On-site; MYR 150,000 - 200,000; Full time

Job summary

A growing pastry brand in Kulai, Malaysia, is seeking a Brand & Marketing Lead to elevate its brand and marketing efforts. This hands-on role requires at least 5 years of marketing experience, focusing on strategy execution across digital and offline platforms. The ideal candidate excels in content creation, social media management, and brand storytelling. Join a passionate team dedicated to quality pastries and memorable customer experiences, with opportunities for creative freedom and growth.

Qualifications

• 5+ years of experience in marketing, preferably in F&B or bakery.
• Strong understanding of SEO, Google Analytics, and social media algorithms.
• Proficient in photography and video editing.

Responsibilities

• Own and execute brand and marketing strategy across all platforms.
• Plan and execute social media content calendars.
• Create in-house content including product photography and videos.
• Maintain consistent brand storytelling across channels.
• Plan and execute offline marketing initiatives and events.

Skills

Content creation

Social media management

SEO knowledge

Copywriting

Project management

Education

Bachelor's degree in Marketing or related field

Tools

WordPress

Photoshop

Canva

CapCut

Job description

Brand & Marketing Lead (Pastry & Bakery)

The GH Patisserie Sdn. Bhd. – Kulai, Johor

Good Husband Patisserie is a growing pastry brand with three outlets across Johor Bahru and exciting expansion plans over the next two years. Known for our quality pastries, creativity and memorable customer experiences, we are building a strong, distinctive brand both online and offline.

As part of our growth, we are expanding our team and looking for a Brand & Marketing Lead to strengthen our brand presence, drive marketing execution and lay the foundation for a scalable marketing function.

This is a hands-on role and our first marketing lead, ideal for someone who enjoys both strategy and execution, and wants to grow with the brand.

This role is ideal for a hands-on marketer with at least 5 years of experience who enjoys creating content, running campaigns and growing a brand in a growing business. It is not suitable for candidates who are only looking to manage agencies or teams without execution.

Responsibilities

1. Brand & Marketing Strategy (Execution-Focused)
   Own and execute our brand and marketing direction across all online and offline touchpoints; translate business goals into practical, actionable marketing plans; ensure consistent brand voice, visual identity and messaging across digital, print, packaging, and in-store materials; lay the foundation and systems for a scalable marketing function as the team grows; manage and maintain the company website (Wordpress), including content updates, SEO optimisation and performance tracking; plan, execute and optimise Google Ads and Meta Ads campaigns based on business needs; track key marketing KPIs (traffic, engagement, leads, conversions) and prepare monthly performance reports; continuously test, learn and optimise campaigns to improve ROI
2. Social Media & Campaign Management
   Work closely with our Social Media Content Creator Executive to plan and execute monthly content calendars across Instagram, Facebook, TikTok and Xiaohongshu (XHS); personally contribute to content ideation, campaign concepts and rollout execution; monitor engagement, respond to community interactions and grow brand presence organically; manage paid social campaigns and optimise based on performance insights; coordinate with internal teams to align campaign timelines, launches and promotions
3. Content Creation (Hands-on)
   Create in-house content including product photography and short-form videos (Reels, Stories, TikToks); edit visual content using tools such as Photoshop, Canva, Capcut and AI; ensure all content aligns with brand tone, visual standards and seasonal campaigns
4. Branding, Copywriting & Communications
   Maintain consistent brand storytelling across marketing campaigns, menus, social media, email newsletters and promotional materials; write clear, engaging and on-brand copy for digital and offline marketing initiatives; collaborate with designers and external partners to develop marketing assets
5. Offline Marketing, Events & Partnerships
   Plan and execute offline marketing initiatives such as pop-up booths, seasonal launches, collaborations and food fairs; coordinate brand events, media tastings, influencer engagements and local partnerships; build and nurture relationships with relevant media, influencers, and lifestyle communities
6. Marketing Operations & Market Insights
   Manage marketing budgets and procurement of marketing-related materials; conduct basic market research to identify customer insights, trends and opportunities; monitor competitors and industry developments to keep the brand relevant and competitive
7. Team & Future Growth
   Act as the first marketing hire, setting processes, templates and best practices; support the eventual hiring, onboarding, and development of future marketing team members

Requirements & Qualifications

• Bachelor's degree in Marketing, Communications, Design, or related field (or equivalent experience)
• 5+ years of experience in marketing (preferably in F&B, bakery)
• Strong knowledge of SEO, Google Analytics and social media algorithms
• Proficiency in photography (DSLR or phone), editing and poster designs (Canva/Photoshop) and video editing (CapCut)
• Experience managing and updating websites (WordPress)
• Excellent copywriting and communication skills
• Passion for food, pastries and visual storytelling
• Highly organized with strong project management skills
• Able to work independently and in a team and take initiative
• Based in Kulai but may need to travel between our other outlets

Bonus Skills (Nice to Have)

• Experience in influencer or community marketing
• Familiarity with CRM/email marketing tools (e.g. Mailchimp)
• Basic graphic design skills (Canva, Adobe Illustrator)
• Fluency in English, Simplified Chinese and/or Bahasa Melayu for local content and campaigns
• Opportunity to work with a passionate and growing pastry brand
• Creative freedom and ownership of marketing direction