Junior/Senior Marketing Executive

About Us

We are one of Singapore's best-loved homegrown bubble tea brands, with 25+ outlets islandwide, in South Korea and a secret location in an exotic part of Asia ;) We are behind PlayMade and Playground, and we pioneered in-store handmade pearls in Singapore, where we are now writing our most exciting chapter yet: a brand refresh, monthly seasonal launches that keep surprising the market, a customer app community of over 150,000 members, and a growing international franchise family across Singapore, Korea and new markets.

We are fast-moving (having learnt from years of experiences dealing with handmade bobas that expire within hours due to our stubbornness to exclude preservatives). And we have a close-knit marketing team where your work goes live in stores across Singapore within weeks, not quarters.

The Role

We are looking for a hands-on Marketing Executive (junior or senior, depending on your experience) to power the engine room of our campaigns and take every launch from approved brief to live across stores, feeds and inboxes islandwide. You will work with our campaign leads, creative team, and outlets specialist to bring every seasonal launch and brand campaign to life across social, in-app, in-store and influencer channels.

This is a doing role with real ownership: you will publish across every social channel we run, own our EDM and website day-to-day, keep our community conversations warm, coordinate our paid creator programme, step up as the named Execution Lead on selected campaigns, and see your work in the hands of customers every month.

Key Responsibilities

Campaign Execution

• Act as the named Campaign Execution Lead on assigned launches (one brief, one owner, one KPI): coordinate timelines, brief designers, track deliverables, and ensure on-time launches.

• Coordinate promotional mechanics across the app, in-store displays, social media, CRM/EDM and influencer activity, working with our outlets team to ensure accurate in-store setup.

• File post-campaign reports covering performance, learnings and recommendations.

• Deliver our participation in mall campaigns and support corporate partnership requests.

Content, Publishing & Community

• Produce and publish content for Instagram, TikTok, XHS and Telegram: shooting, editing, captions, scheduling and reposting, working to the content calendar our Senior Marketing Lead / Senior Marketing Executive plans.

• Be the voice in our inbox: reply to DMs and comments daily like a human, not a bot, and escalate the tricky ones fast.

• Run weekly social listening and a monthly social report: what worked, what we learnt, what to try next.

• Support content needs for campaigns, outlet openings and events.

EDM & Website

• Own the monthly EDM cycle end-to-end: wireframe and design brief, build, test, schedule and send, then pull the numbers to sharpen the next send.

• Keep our website pages fresh and accurate across menus, campaigns and brand stories.

KOL & Agency Coordination

• Run our paid creator programme through our agency partner: briefs, liaising, content approvals and performance tracking.

• Build and maintain our creator roster across tiers, with clear records of rates and results.

Analytics & Optimisation

• Track and report EDM, social and campaign performance, feeding the team's single weekly data pack (one number per KPI, no rival spreadsheets).

• Turn data into recommendations: what to repeat, what to change, what to stop.

Brand & Market Awareness

• Own our monthly competitor and market watch: launches, promos and campaigns across bubble tea and beyond, distilled into a one-page digest for our weekly sales review.

• Propose ideas that strengthen our brand positioning and customer engagement.

Requirements

• [Junior] 1 to 2 years of marketing experience. Fresh graduates with strong internship experience or a genuine content portfolio are welcome.

• [Senior] 3 to 5 years of marketing experience in campaign execution, social media or brand marketing.

• Diploma/Degree in Marketing, Business or a related discipline.

• Hands-on content capability: you can shoot, edit and write for social platforms (CapCut or similar editing skills valued).

• Comfortable with publishing and CMS/EDM tools (Wix or similar is a bonus).

• Experience coordinating influencers, KOLs, agencies or vendors.

• Strong coordination skills: you keep multiple workstreams on track and communicate proactively when timelines are at risk.

• Comfortable with data: you can read campaign metrics and explain what they mean.

• Experience in F&B, FMCG, retail or lifestyle brands is advantageous.

• Proficiency in Adobe Photoshop, Illustrator or Canva is a bonus.

• Genuine interest in the F&B and bubble tea space, and active on the platforms our customers live on.

• • Fast-moving and calm under pressure: you switch between several live workstreams without losing the plot, and you find energy (not stress) in an F&B pace where menus may change in weeks rather than months.