Marketing Manager/Assistant Manager

YC Capital Group of Companies; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Job summary

YC Capital, the owner of Ayam Gepuk Pak Gembus, seeks a Marketing Manager (F&B) to lead end-to-end marketing strategies across digital and traditional channels in Malaysia's fast-paced foodservice sector.

You will develop integrated plans to grow brand awareness, drive store traffic, and strengthen customer loyalty while aligning with sales targets. The role requires strong branding, digital proficiency, and cross‑functional collaboration.

Qualifications

• Bachelor’s Degree in Marketing, Business, Communications, or related field.
• Minimum 5–8 years of marketing experience, preferably in F&B, retail, or FMCG industry.
• Strong understanding of F&B consumer marketing and retail operations.
• Experience in digital marketing and performance-driven campaigns.
• Strong project management and multitasking abilities.
• Creative thinker with strong commercial awareness.
• Excellent communication and stakeholder management skills.

Responsibilities

• Develop and execute integrated marketing strategies to grow brand awareness and market share.
• Ensure consistent brand positioning across all outlets, campaigns, and customer touchpoints.
• Translate business objectives into effective marketing plans aligned with sales targets.
• Plan and execute product launches, seasonal campaigns, promotions, and limited-time offers.
• Manage nationwide and local store marketing campaigns to drive footfall and sales.
• Coordinate in-store marketing materials, POSM, and promotional displays.
• Oversee social media strategy to increase engagement and brand visibility.
• Work with content creators, influencers, and agencies to enhance brand reach.
• Support franchise and outlet-level marketing execution.
• Develop localized marketing initiatives based on outlet performance and demographics.
• Build and manage customer loyalty programs and CRM initiatives.
• Analyze customer behaviour and feedback to improve marketing effectiveness.
• Enhance customer retention through targeted campaigns and promotions.
• Monitor market trends, competitor activities, and consumer behaviour.
• Analyse campaign performance and prepare marketing reports with actionable insights.

Job description

The Marketing Manager (F&B) is responsible for leading end-to-end marketing strategies for Ayam Gepuk Pak Gembus under YC Capital. This role focuses on driving brand growth, increasing store traffic, strengthening customer loyalty, and executing impactful campaigns across both digital and offline channels within the F&B industry.

Key Responsibilities

Brand & Marketing Strategy

• Develop and execute integrated marketing strategies to grow brand awareness and market share.
• Ensure consistent brand positioning across all outlets, campaigns, and customer touchpoints.
• Translate business objectives into effective marketing plans aligned with sales targets.

Campaign & Promotion Management

• Plan and execute product launches, seasonal campaigns, promotions, and limited-time offers.
• Manage nationwide and local store marketing campaigns to drive footfall and sales.
• Coordinate in-store marketing materials, POSM, and promotional displays.

Digital Marketing

• Oversee social media strategy (Facebook, Instagram, TikTok, etc.) to increase engagement and brand visibility.
• Work with content creators, influencers, and agencies to enhance brand reach.

Trade & Outlet Marketing

• Support franchise and outlet-level marketing execution.
• Work closely with operations teams to ensure marketing activities are effectively implemented in stores.
• Develop localized marketing initiatives based on outlet performance and demographics.
• Build and manage customer loyalty programs and CRM initiatives.
• Analyze customer behaviour and feedback to improve marketing effectiveness.
• Enhance customer retention through targeted campaigns and promotions.

Market Research & Analysis

• Monitor F&B market trends, competitor activities, and consumer behaviour.
• Analyse campaign performance and prepare marketing reports with actionable insights.
• Track ROI and KPIs for all marketing initiatives.
• Manage external agencies, media partners, production houses, and influencers.
• Coordinate with internal departments (Operations, Supply Chain, Sales) for campaign execution.

Requirements

Education & Experience

• Bachelor’s Degree in Marketing, Business, Communications, or related field.
• Minimum 5–8 years of marketing experience, preferably in F&B, retail, or FMCG industry.
• Strong understanding of F&B consumer marketing and retail operations.
• Experience in digital marketing and performance-driven campaigns.
• Strong project management and multitasking abilities.
• Creative thinker with strong commercial awareness.
• Excellent communication and stakeholder management skills.

Added Advantage

• Experience working with franchise or multi-outlet brands.
• Knowledge of food delivery platforms (GrabFood, Foodpanda, ShopeeFood).
• Background in viral marketing or influencer-driven campaigns.

4. Key Attributes

• Highly energetic and execution-driven
• Strong sense of branding and storytelling
• Results-oriented with focus on sales impact
• Able to work in fast-paced, high-volume F&B environment