Branding Manager

PASONA SINGAPORE PTE. LTD.; Singapore; On-site; SGD 80,000 - 100,000; Full time

Job summary

A growing café brand in Singapore seeks an experienced Branding Manager to lead brand development, product planning, and community engagement. This leadership role involves understanding local consumer preferences, launching strategies, and managing operations from the café’s opening to expansion. The ideal candidate has at least 3 years of management experience in branding or F&B concepts and strong leadership skills. Fluency in Mandarin and familiarity with the Singapore F&B market is advantageous.

Qualifications

• At least 3 years of related experience including management.
• Proven experience in branding and launching F&B concepts.
• Strong understanding of local consumer preferences.

Responsibilities

• Lead brand development and localization strategy.
• Oversee product planning and development.
• Develop and execute sales and marketing strategies.

Skills

Branding experience

Knowledge of Singapore F&B market

Leadership skills

Adaptability

Hands-on initiative

Job description

Settings: Bakery Café (Newly Launch)

Location: Tanjong Pagar

Job Summary

Seeking an experienced Branding Manager to lead the launch and growth of their new bakery café in Singapore, operated by Japanese Company. This is a critical leadership position that will report directly to the Director and will oversee the brand development, product planning, sales strategy, and team management, with the goal of establishing a locally rooted, community-focused brand. As the Branding Manager, you will play a key role in shaping the café's identity in the Singapore market, adapting the existing product and packaging concepts to suit local preferences, and building strong connections with suppliers, vendors, and other partners. The role involves full oversight of operations from launch to eventual multi-store expansion.

Job Description

• Lead the brand development and localization strategy for the Singapore market
• Oversee product planning and development, in alignment with the brand's concept
• Develop and execute sales and marketing strategies tailored to local customers
• Manage relationships with suppliers, vendors, and service providers (e.g. packaging, kitchenware, etc.)
• Ensure hygiene, food safety, and regulatory compliance standards are met
• Recruit, train, and manage the in-store and support teams
• Be actively involved in the launch phase, including being on-site at the café during opening
• Collaborate with the Director on long-term business development and potential expansion plans
• Build a brand that integrates with the local community and earns customer loyalty

Requirements

• At least 3 years of related experience including Management experience
• Proven experience in branding and launching F&B concepts, preferably cafés or Western-style restaurants
• Strong understanding of the Singapore F&B market and local consumer preferences
• Existing network or contacts within the Singapore F&B industry (vendors, suppliers, consultants)
• Ability to adapt and localize existing Japanese product concepts and packaging to the Singapore market
• Fluent in Mandarin is an advantage - to liaise with Mandarin speaking partners, suppliers, or internal teams
• Strong leadership and people management skills
• Hands‑on, flexible, and able to take initiative, especially during the start‑up phase
• Knowledge or experience in Western cuisine or similar industries
• Willingness to be involved on‑site at the store during the opening period
• Open to commit to rotating shift work to assist operations needs

Preferred Qualifications

• Experience with multi-store expansion strategy
• Understanding of Singapore's F&B regulations and licensing procedures
• Japanese speaking skill will be an added advantage to liaise with Japan HQ and Japanese speaking counterparts

We regret that only shortlisted candidates will be notified. Other applications will be updated to our database for future job opportunities.