This role requires the candidate to work in Kuala Lumpur, Malaysia.
Client Overview
Our client is a rapidly expanding food & beverage company specializing in Chinese-style quick service dining and standardized catering operations. Established in the early 2000s, the business has grown from a vertically integrated poultry operation into one of the largest direct-operated restaurant chains in its domestic market, supported by a strong supply chain ecosystem and consistent product quality standards.
The company is recognized for modernizing traditional home-style Chinese cuisine through scalable operational systems, centralized food production, and strong quality control from sourcing to customer delivery. With thousands of outlets and a strong reputation for food safety, nutritional balance, and operational consistency, the organization is now actively expanding its international footprint and strengthening its presence across overseas consumer markets.
Job Role
The company is currently entering the Malaysian market as part of its international expansion strategy and is seeking a creative, commercially driven marketing leader to establish strong local brand presence and consumer awareness in Kuala Lumpur. This role will play a key part in shaping market positioning, driving customer engagement, and supporting the successful launch of the business within a highly competitive F&B landscape.
The Overseas Marketing Manager is a founding-level position responsible for leading annual marketing strategies, digital campaigns, and customer traffic growth initiatives. The role requires a strong combination of branding expertise, social media execution, localized campaign planning, and data-driven marketing analysis to effectively capture local consumer interest and accelerate market penetration.
Key Responsibilities
- Develop and execute localized marketing strategies to build brand awareness and market presence in Malaysia
- Lead marketing campaigns, promotional events, seasonal activations, and customer engagement initiatives
- Manage digital marketing activities across social media platforms including content planning and community engagement
- Build and maintain partnerships with local influencers, KOLs, media partners, and business communities
- Analyze market trends, campaign performance, and consumer insights to optimize marketing effectiveness and ROI
Candidate Requirements
- Bachelor's degree in Marketing, Media, Communications, or related field
- Minimum 5 years of marketing experience within the F&B, catering, or restaurant industry at strategic or managerial level
- Proven experience building and scaling brands from 0 to 1 in competitive consumer markets
- Strong understanding of Malaysian consumer behavior, local market trends, and social media ecosystems
- Skilled in campaign planning, brand strategy, creative marketing, and data-driven analysis
- Professional fluency in English, Malay, and Chinese
- Experience working within Chinese business environments or fast-paced entrepreneurial companies is preferred
- Able to work independently, adapt quickly, and manage multiple priorities in dynamic environments
Job Code: #685 
