Brand & Marketing Manager

White Restaurant & Souper Tang | Singapore

About the Role

We are seeking an experienced and commercially driven Marketing Manager to lead the marketing strategy and execution for White Restaurant and Souper Tang.

This role will oversee two distinctive F&B brands, each with its own market positioning, customer base and growth objectives. You will be responsible for developing and implementing integrated marketing strategies that strengthen brand awareness, drive customer engagement, increase sales and support the company's business expansion.

The successful candidate will combine strategic thinking with hands-on execution, using market insights, customer data and campaign performance metrics to deliver measurable business results.

Key Responsibilities

1. Marketing Strategy and Brand Management

• Develop and implement annual marketing strategies and plans for White Restaurant and Souper Tang, aligned with the company's business objectives and revenue targets.

• Establish and maintain clear, differentiated brand positioning, messaging and marketing direction for both brands.

• Identify market trends, consumer preferences, competitor activities and business opportunities to support brand growth and market competitiveness.

• Ensure consistent brand identity and messaging across all marketing channels and customer touchpoints.

2. Campaign Planning and Execution

• Develop and manage the overall marketing calendar, including seasonal campaigns, festive promotions, product launches, brand initiatives and special events.

• Plan, execute and evaluate integrated marketing campaigns across digital, social media, in-store and offline channels.

• Collaborate with Operations, Business Development and other relevant departments to ensure marketing campaigns are operationally feasible and effectively implemented across outlets.

• Monitor campaign performance, evaluate return on marketing investment and recommend improvements to enhance effectiveness and commercial outcomes.

3. Digital Marketing and Customer Engagement

• Lead the digital marketing strategy, including social media platforms, online content, digital advertising and other relevant marketing channels.

• Oversee content planning, creative development and brand communications to strengthen customer engagement and brand visibility.

• Manage CRM and membership programmes to support customer acquisition, retention, repeat visits and customer loyalty.

• Analyse customer behaviour, campaign results and engagement metrics to identify opportunities for improvement and business growth.

4. Product Development and Promotional Initiatives

• Work closely with Operations and relevant stakeholders to support new product launches, menu promotions, seasonal offerings and other revenue-generating initiatives.

• Develop marketing concepts and promotional mechanics that are commercially viable and aligned with each brand's positioning.

• Evaluate the effectiveness of promotional activities and recommend improvements based on sales performance, customer feedback and market response.

5. Budget and Performance Management

• Prepare, manage and monitor marketing budgets, ensuring expenditure is appropriately controlled and aligned with approved business priorities.

• Establish relevant marketing performance indicators and reporting processes to measure campaign effectiveness, customer engagement, brand performance and sales contribution.

• Prepare regular marketing reports and present findings, recommendations and campaign outcomes to senior management.

6. Agency and Stakeholder Management

• Manage external marketing agencies, designers, photographers, influencers, media partners, printing suppliers and other vendors.

• Review proposals, negotiate commercial terms where appropriate, and monitor deliverables, timelines, quality and expenditure.

• Work collaboratively with internal stakeholders to ensure marketing initiatives are delivered on schedule and in accordance with agreed objectives.

7. Marketing Processes and Compliance

• Develop, document and improve marketing standard operating procedures (SOPs), workflows, approval processes and reporting systems to support consistent execution across both brands.

• Ensure marketing materials, promotional offers, pricing information and product-related claims are accurate and appropriately substantiated.

• Ensure marketing activities comply with applicable Singapore laws, regulations and guidelines, including relevant requirements governing food advertising, nutrition and health claims, consumer protection and personal data protection.

• Maintain appropriate documentation and coordinate with relevant internal or external parties when regulatory clarification is required.

Requirements

• A degree in Marketing, Business, Communications or a related discipline candidates with relevant professional qualifications and substantial equivalent experience may also be considered.

• At least 5 years of relevant marketing experience, preferably in the F&B, hospitality, retail or other consumer-facing industries.

• Demonstrated experience in developing and executing marketing strategies, integrated campaigns, brand-building initiatives and promotional activities.

• Strong knowledge of digital marketing, social media management, content development, CRM and customer engagement strategies.

• Proven ability to analyse marketing data, evaluate campaign performance and translate insights into practical business recommendations.

• Experience managing marketing budgets, external agencies, vendors and multiple projects concurrently.

• Experience developing marketing SOPs, workflows, reporting processes or other operational frameworks.

• Understanding of Singapore's F&B market and the applicable regulatory requirements for food advertising and nutrition or health claims.

• Strong project management, communication, negotiation and organisational skills.

• Ability to work independently, exercise sound commercial judgement and collaborate effectively with cross-functional teams.

• A proactive, results-oriented approach with the ability to manage competing priorities in a dynamic and fast-paced business environment.

About Us

For over 25 years, White Restaurant has been serving generations of customers with Singapore's Original Sembawang White Beehoon since 1999. We continue to build on our heritage while expanding our presence across Singapore.

Alongside White Restaurant, we have introduced Souper Tang, a premium Chinese herbal soup dining concept focused on traditional soup offerings and a distinctive dining experience.

Our two brands have different identities and customer propositions, but share a common commitment to food quality, customer experience and sustainable business growth.

Join us and play a key role in shaping the marketing direction of two growing F&B brands.

What We Offer

• The opportunity to lead marketing strategy and execution for two distinctive F&B brands.

• Meaningful ownership and the opportunity to influence brand development and business growth.

• Direct collaboration with senior management and cross-functional teams.

• Exposure to brand expansion, new product development and multi-outlet marketing initiatives.

• Opportunities for professional development and career progression within a growing organisation.

• Competitive remuneration and employee benefits commensurate with qualifications, experience and capabilities.