Job Location: Hong Kong/Singapore
About Luckin
Luckin Coffee (OTC: LKNCY) is the pioneer of a technology-driven new retail model to provide coffee and other products of high quality, high affordability, and high convenience to our customers. Our mission is To create lucky moments and inspire. And our vision is To build a world-class coffee brand and become a part of everyone's daily life.
Our new retail model is built upon our mobile and store networks. Our mobile app and presence on other third-party platforms cover the entire customer purchase process, offering our customers a 100% cashier-less environment. This enhances our customer experience, improves our operating efficiency, and allows us to stay connected with our customers and engage with them anytime, anywhere. As one of the largest coffee chain brands in China by store count, our store network is comprised of pick-up stores and relax stores. With a strategic emphasis on pick-up stores, we aim to offer maximum convenience to our customers and enhance our brand recognition.
For more Information, please refer to our website: https://www.luckincoffee.com/.
Job Summary:
Own and drive marketing performance for franchised markets across Southeast Asia. This role acts as the key bridge between HQ and franchise partners, translating brand strategy into high-impact local execution while delivering measurable business results.
Who we are looking for:
- Industry background: preferably F&B, FMCG, or e-commerce
- Years of experience: 3+ years of relevant experience
- Prior experience in franchising or managing regional markets is a plus
- Strong ownership mindset with the ability to operate independently
- Comfortable navigating ambiguity and influencing across teams
- Commercially driven, with strong data analysis capabilities
- Strong grounding in marketing, with experience in campaign execution or product launches
- Strong communication and stakeholder management skills, with the ability to drive alignment and execution
Key Responsibilities:
1. Market Ownership & Performance
- Own end-to-end marketing performance for assigned markets, including sales and product contribution
- Lead weekly and monthly business reviews with franchisees to track performance and drive action plans
- Identify growth opportunities and gaps, and proactively drive initiatives to improve results
2. Marketing Strategy & Execution
- Develop and execute localized marketing strategies to drive customer acquisition, retention, and sales growth
- Lead end-to-end execution of campaigns across digital, social, PR, and in-store channels
- Drive successful new product launches, promotions, and seasonal campaigns with clear performance tracking
- Ensure consistent and compelling delivery of brand messaging across all customer touchpoints
3. Brand Strategy & Compliance
- Ensure adherence to brand guidelines across all markets and customer touchpoints
- Adapt global strategies to local market needs while maintaining brand consistency
- Audit franchisee marketing execution and provide clear, actionable feedback
4. Franchisee Management & Stakeholder Alignment
- Act as the primary marketing partner to franchisees, providing both strategic guidance and hands-on support
- Influence and challenge franchise partners to adopt best practices and improve performance
- Drive alignment across HQ, franchisees, and cross-functional teams (e.g. Operations, Product)
5. Digital & Growth Marketing
- Drive app-led marketing initiatives, including campaign setup, CRM, and lifecycle marketing
- Partner with HQ teams to improve marketing funnels
6. Performance Tracking & Reporting
- Track and analyze key marketing KPIs
- Conduct post-campaign evaluations and translate insights into clear action plans
- Build structured reporting to improve visibility and decision-making across markets
