General Manager, Marketing, Digital & Growth

Trades Workforce Solutions; Malaysia; On-site; MYR 150,000 - 200,000; Full time

Job summary

A multi-brand food and beverage group in Malaysia is seeking a General Manager of Marketing, Digital and Growth. This role involves leading strategic initiatives to drive revenue across all brands, owning the customer journey, and ensuring the alignment of marketing functions. Candidates must have over 12 years in marketing leadership roles within consumer-focused industries. Competitive salary and benefits are offered in a fast-paced environment.

Qualifications

• 12+ years in marketing leadership within consumer-facing sectors.
• Proven track record of revenue and transaction growth.
• Experience in managing customer and sales funnels at scale.

Responsibilities

• Lead strategic marketing initiatives to drive growth and demand.
• Own the full customer journey from awareness to loyalty.
• Plan, execute, and optimise marketing campaigns.

Skills

Commercial acumen

Strategic thinking

Analytical skills

Stakeholder management

Team leadership

Education

Bachelor’s degree in Marketing or Business

Job description

Job Description

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

Strategy & Commercial Leadership

• 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.

Customer Funnel & Growth Ownership

• 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.

Brand, Creative & PR Leadership

• 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.

Product & Menu Leadership

• 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.

Digital Growth & Ecosystem Leadership

• 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.

Consumer & Market Insights

• 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.

Operational & Financial Management

• 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.

Competencies

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 [e-mail].

We thank you for applying with us in advance but only short-listed candidates will be notified.

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