Company Overview / Employee Value Proposition
Founded in 1991, Crystal Jade is a Singapore-based culinary brand with MICHELIN one star (Singapore) and multiple MICHELIN Bib Gourmand awards (Hong Kong & Shanghai). Committed to preserving the rich traditions of Chinese cuisine, the group's portfolio of specialty dining concepts range from Fine Dining and Casual Dining restaurants to specialty bakeries. In 2014, L Catterton Asia, the private equity arm of LVMH Mot Hennessy - Louis Vuitton officiated a 90% stake buy in Crystal Jade. Later in June 2015, Standard Chartered Private Equity (SCPE) announced its investment in the group.
Job Summary
The Brand Development Manager/Assistant Manager will lead brand strategy, positioning, and creative development for Crystal Jade's fine dining and casual dining concepts, ensuring brand consistency, relevance, and long-term equity across all touchpoints.
Responsibilities
- Lead the development and execution of brand strategies for assigned fine dining and casual dining concepts to drive market differentiation and long-term brand equity
- Define and communicate clear brand positioning and storytelling to enhance customer engagement across all brand portfolios
- Manage brand refresh initiatives, concept evolutions, and new concept development projects to maintain brand relevance and innovation
- Oversee creative development for marketing campaigns, menus, store environments, and communications to ensure alignment with brand strategy
- Collaborate with operations, culinary, and design teams to translate brand strategies into cohesive and impactful customer experiences
- Develop and maintain comprehensive brand guidelines to ensure consistent application across markets and communication channels
- Manage relationships with external agencies, including creative, PR, and design partners, to deliver high-quality brand outputs
- Monitor brand health metrics, customer perceptions, and market trends to inform strategic brand decisions and adjustments
- Support the planning and execution of flagship campaigns, anniversaries, and strategic brand initiatives to enhance brand visibility and engagement
Required competencies and certifications
- Minimum 3-5 years of experience in brand development, preferably within F&B, hospitality, or lifestyle brands
- Proven strategic thinking skills demonstrated by leading brand positioning and development projects
- Hands-on experience managing multi-concept or portfolio brands to ensure cohesive brand management
- Strong stakeholder management and project leadership skills to drive cross-functional collaboration and deliverables
