Executive, Brand Marketing

Role Overview

Fei Siong Group is a leading F&B enterprise behind some of Singapore's most recognized heritage and retail dining brands, including Encik Tan, EAT., Nam Kee Pau, and Malaysia Boleh!

We are looking for energetic, curious, and motivated Brand Marketing Executives to join our growing marketing team.

This is an entry-level position designed for proactive individuals who want to kickstart their career in F&B brand management. You will work across a diverse portfolio of mass-market dining concepts taking hands-on ownership of local retail advertising, social media content creation, paid digital campaigns, and grassroots outreach.

A key focus of this role will be bringing fresh perspectives to our marketing efforts - helping us refresh brand perceptions and build strong connections with younger audiences (Gen Z and Millennials) while maintaining our core customer base.

We are recruiting for two (2) openings across distinct brand portfolios within our retail group. Candidates may indicate a preference during application:

1. General Brand Portfolio: Overseeing campaigns and brand marketing across our general F&B dining concepts.

2. Halal & Pork-Free Brand Portfolio: Managing campaigns and brand initiatives tailored to Halal-certified and pork-free dining concepts.

Key Responsibilities

1. Brand Strategy & Campaign Execution

• Assist in planning and executing integrated marketing campaigns that raise brand awareness and drive store footfall across retail outlets.

• Brainstorm creative campaign hooks and messaging designed to engage younger diners (Gen Z & Millennials).

• Keep a pulse on F&B market trends, social media viral topics, and competitor activations to identify growth opportunities.

2. Local Retail & Mall Advertising

• Coordinate on-site store marketing, mall promotional spaces, poster placements, and point-of-sale (POS) materials.

• Partner with shopping mall management teams, advertising agencies and our in-house design team for joint tenant promotions, directory features, and campaigns.

• Ensure marketing collateral is produced, delivered, and displayed correctly across all outlet touchpoints.

3. Digital & Social Media Marketing

• Plan, shoot, and edit engaging visual and video content (e.g., TikTok, Instagram Reels, Xiaohongshu) that resonates with youth culture.

• Assist in launching, tracking, and optimising basic digital ad campaigns (Meta Ads Manager, TikTok Ads) to drive localised store traffic.

• Monitor channel engagement, gather audience insights, and report on campaign performance metrics.

4. Grassroots & Community Engagement

• Plan and execute localised pop-up activations, student/office crowd promotions, and community outreach efforts.

• Identify and build relationships with micro-influencers, food bloggers, and content creators for tastings and organic brand coverage.

• Manage customer engagement across social media and digital review platforms to maintain brand goodwill.

Requirements & Qualifications

• Growth Mindset: Eager to learn, adaptable, and receptive to feedback and coaching.

• Initiative & Ownership: Takes initiative, approaches challenges resourcefully, and follows through reliably.

• Consumer Curiosity: Shows a genuine interest in Singapore's F&B landscape, consumer behaviour, and youth trends.

• Education: Diploma or degree in Marketing, Communications, Business, Mass Media, or a related field fresh graduates are encouraged to apply.

• Content Creation Tools: Basic proficiency in mobile video editing and design tools such as CapCut, Canva, or Adobe Creative Suite.

• Social Media Platforms: Working knowledge of major platforms, including TikTok, Instagram, Facebook, and Xiaohongshu.

• Communication Skills: Strong written communication and interpersonal skills.

What This Role Offers

• Full-Spectrum Marketing Exposure: End-to-end involvement across digital campaigns, store activations, influencer collaborations, and mall partnerships.

• Creative Freedom: An open, collaborative environment where fresh ideas and creative experimentation are encouraged.

• Structured Mentorship & Coaching: Direct guidance from experienced marketing leaders to build your core marketing skill set.