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). The group offers specialty dining concepts from Fine Dining and Casual Dining restaurants.
Job Summary
The Marketing Assistant Manager will report to the Senior Manager and lead a team of 1 direct report on 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
- Develop and execute brand strategies for assigned fine dining and casual dining concepts to achieve market differentiation and build long-term brand equity
- Communicate and implement clear brand positioning and storytelling to increase customer engagement across all brand portfolios
- Collaborate with the creative team to produce marketing campaigns, menus, store environments, and communications aligned with brand strategy
- Partner with operations, culinary, and design teams to translate brand strategies into cohesive and impactful customer experiences
- Manage relationships with external agencies including creative, PR, and design partners to deliver high-quality brand outputs
- Monitor and analyze brand health metrics, customer perceptions, and market trends to guide strategic brand decisions and adjustments
- Support planning and execution of flagship campaigns, anniversaries, and strategic brand initiatives to boost brand visibility and engagement
Required competencies and certifications
- Minimum 3-5 years of experience in brand development, preferably within F&B in a restaurant chain with dining brands
- Proven 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
