General Manager, Marketing, Digital & Growth

Bell Ward; Kuala Lumpur; On-site; MYR 180,000 - 250,000; Full time

Job summary

A multi-brand F&B group in Kuala Lumpur seeks a General Manager for Marketing to drive strategic growth initiatives. This role is pivotal in executing integrated marketing strategies, overseeing brand development, and ensuring alignment across operations and finance. The ideal candidate will have over 12 years of leadership experience in fast-paced consumer sectors and a strong track record of driving revenue growth. The position requires a strategic thinker with excellent analytical and stakeholder management skills.

Qualifications

• 12+ years in marketing leadership within consumer-facing sectors.
• Proven track record of revenue and transaction growth.
• Experience leading cross-functional teams and agencies.

Responsibilities

• Lead strategic and commercial marketing initiatives to drive growth.
• Develop, execute, and measure integrated marketing strategies.
• Manage marketing as a P&L-aware function balancing growth.

Skills

Commercial mindset

Strategic thinking

Analytical skills

Stakeholder management

Education

Bachelor’s degree in Marketing, Business, or related field

Tools

CRM Software

Marketing Automation Tools

Job description

General Manager, Marketing, Digital & Growth

Our client, a multi-brand F&B group with a strong footprint across Malaysia, is looking for a GM of Marketing, Digital and Growth to lead the team into its next phase of strategic expansion. Reporting to the CEO, the General Manager of Marketing, Digital & Growth is responsible for driving transaction growth, revenues, and customer demand across all company brands.

This role owns the end-to-end customer and sales funnel, online and offline, and translates brand strategy, product innovation, campaigns, media, PR, and digital growth into measurable commercial outcomes.

The GM acts as the commercial growth leader for marketing, partnering with Operations, Finance, Business Development, and Technology to ensure marketing drives business growth rather than acting as a support function.

The role oversees all marketing-related functions, including Brand & Creative, Product Development, Campaigns & Media, PR & Communications, and Digital Growth & Ecosystem, ensuring alignment and accountability across the organisation.

Job Responsibilities

• Lead strategic and commercial marketing initiatives to drive growth and demand.
• Develop, execute, and measure integrated marketing strategies.
• Own the annual and quarterly marketing strategy and calendar aligned with company priorities.
• Ground strategies in consumer, market, and business insights.
• Contribute to senior leadership decisions and enterprise-wide growth priorities.
• Manage marketing as a P&L-aware function, balancing growth and operational realities.
• Own the full customer journey from awareness to repeat purchase and loyalty.
• Integrate physical outlets, digital platforms, apps, CRM, loyalty, and delivery channels.
• Improve acquisition, conversion, frequency, and retention with Digital Growth leadership.
• Develop scalable strategies linking marketing activity to transactions and store traffic.
• Ensure consistency of brand image, voice, and creative standards.
• Lead brand strategy to enhance awareness and emotional connection.
• Oversee creative development and PR, influencer, and earned media strategies.
• Balance short-term campaigns with long-term brand equity building.

Campaigns, Media & Demand Generation

• Plan, execute, and optimise marketing campaigns across all channels.
• Maximise ROI on media spend across digital, social, and traditional platforms.
• Monitor campaign performance and drive continuous improvement.
• Lead product and menu development in partnership with Operations and R&D.
• Ensure consumer-led, commercially viable innovation.
• Use new products and offers as growth levers.
• Ensure initiatives are campaign-ready and operationally executable.
• Lead the digital growth team.
• Oversee apps, CRM, loyalty, performance marketing, and data-driven personalisation.
• Drive digital adoption, repeat usage, and customer lifetime value.
• Champion marketing technology, automation, analytics, and ecosystem integration.
• Use insights, trends, and competitor intelligence to inform strategy.
• Analyze customer behavior and industry trends to maintain relevance.
• Translate insights into actionable strategies and campaigns.
• Manage marketing budgets with accountability for ROI.
• Monitor and report key performance indicators.
• Manage external agencies and partners to achieve outcomes.
• Allocate marketing resources effectively to support priorities.

Cross-Functional Integration

• Collaborate with Operations, R&D, and Business Development for campaign execution, product launches, and outlet positioning.

People Leadership & Capability Development

• Lead, coach, and develop a high-performing marketing team.
• Establish clear roles, accountability, and performance standards.
• Foster a culture of ownership, collaboration, and continuous improvement.
• Manage agency and vendor partnerships efficiently.
• Drive a “test and learn” culture to iterate quickly.

Job Requirements

Education & Experience

• Bachelor’s degree in Marketing, Business, or related field.
• 12+ years in marketing leadership within consumer-facing sectors.
• Experience in F&B, QSR, FMCG, Retail, E-commerce, or fast-moving consumer industries.
• Proven track record of revenue and transaction growth.
• Experience managing customer and sales funnels at scale.
• Experience leading product-led growth strategies.
• Skilled in fast-paced, performance-driven environments.
• Experience leading cross-functional teams and agencies.

Technical & Professional

• Strong commercial and financial acumen, ROI-focused.
• Deep understanding of digital, social, media, and content-led growth.
• Analytical skills to translate insights into action.
• Excellent stakeholder management and communication.

Leadership & Behavioural

• Commercial mindset; owns outcomes.
• Strategic thinking linking brand, product, media, and operations.
• Decisive, fast, and comfortable with imperfect information.
• Builds strong leaders and accountable teams.
• Courage to challenge and advocate for customers.
• Execution-oriented with a long-term perspective.
• Entrepreneurial drive for high-growth environments.

For more information or confidential consultation, please do not hesitate to contact Pui Yee at ***********@bell-ward.com.

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Company Registration No.: 1080098-P (JTK License No: JTKSM 427)