Shake Shack Singapore is seeking a commercially driven and strategic Deputy Director / Senior Manager to lead the overall marketing function for the Singapore market.
This role oversees Brand & Communications, Product & Culinary Marketing, CRM, and Sales & Local Store Marketing to drive brand growth, guest engagement, product innovation, and business performance while ensuring alignment with global and APAC brand standards.
The ideal candidate is a strong marketing leader with both strategic thinking and hands-on execution capabilities, capable of balancing long-term brand building with commercial performance in a fast-paced environment.
Marketing Strategy & Leadership
- Lead overall marketing strategy and planning for Singapore
- Develop annual marketing plans aligned with business objectives
- Drive integrated marketing initiatives across all functions
- Ensure alignment with HQ and APAC brand direction
- Support business growth through strategic and commercially impactful marketing initiatives
Brand & Communications
- Oversee brand image, storytelling, and external communications
- Lead public relations, media relations, influencer/KOL strategy, and collaboration initiatives
- Ensure consistency across campaigns, social media, and guest touchpoints
- Support community engagement and local partnership initiatives
Product, Menu & Culinary Marketing
- Oversee menu strategy, product innovation, and LTO roadmap
- Coordinate cross-functional product launches with Culinary, SCM, and Operations teams
- Support product positioning, pricing strategy, and launch communication
- Ensure operational alignment and launch readiness
CRM & Digital Marketing
- Lead CRM strategy and guest retention initiatives
- Oversee app communication, membership growth, and guest segmentation
- Manage EDM, push notifications, and in-app campaigns
- Drive guest engagement and app usage growth
Sales & Local Store Marketing
- Lead sales-driving promotions and traffic generation initiatives
- Oversee delivery platform campaigns and local store marketing activities
- Support mall partnership promotions and local activations
- Monitor promotion ROI and sales performance
Requirements
- Must be professionally fluent in both spoken and written Korean to lead corporate alignment meetings, interpret corporate brand directives from executive leadership in Korea, and translate global brand directions into locally actionable strategies
- Minimum 8 years of experience in Marketing, Brand, CRM, or Commercial Marketing functions
- Strong experience in F&B, hospitality, retail, or consumer brands
- Experience leading integrated marketing campaigns and cross-functional projects
- Strong understanding of both brand marketing and commercial marketing
- Excellent leadership and stakeholder management skills
- Strong communication and project management abilities
- Ability to thrive in fast-paced and hands-on environments
- Experience working with regional or global teams preferred
