Job Title

Sales & Marketing Manager / Assistant Manager (Brand & Bakery)

Department

Sales & Marketing

Reports To

General Manager (day-to-day) Chief Executive Officer (brand direction)

Direct Reports

Nil - standalone role

Employment Type

Full-time, permanent

Work Location

70 Bendemeer Road #01-03 (Luzerne) and 44 Jalan Merah Saga #01-42 (Chip Bee Gardens), with travel between outlets and to client / vendor sites

Salary Range

Assistant Manager: S$3,300 - S$3,800 Manager: S$3,800 - S$4,300

(Final offer commensurate with experience and portfolio)

1. Job Purpose

The Sales & Marketing Manager / Assistant Manager owns the full marketing portfolio of Keong Saik Bakery and is accountable for translating the founder's vision for the brand into a coherent, commercially effective marketing programme across our retail outlets, e-commerce, and corporate / B2B channels.

This is a standalone role. The successful candidate will be the company's only dedicated marketing resource, and must therefore be equally comfortable setting direction and executing it personally - from building and maintaining the marketing framework and managing the marketing budget, through to shooting content, briefing printers, and installing collateral at outlet level.

The role suits a self-motivated individual who is energised by building something from the ground up in a small, fast-moving business, and who understands that marketing is ultimately accountable for commercial outcomes and not activity alone.

2. Key Responsibilities

a. Marketing Framework& Brand Direction

i. Framework Ownership: Develop, document, and own the company's marketing framework, covering brand positioning, target audience, channel strategy, content pillars, campaign calendar, and partnership approach.

ii. Relevance & Refresh: Review and refresh the framework at least annually, and on an ad hoc basis where market conditions require, so that it remains relevant to consumer trends, competitor activity, and the company's commercial priorities.

iii. Alignment to Brand Vision: Ensure all marketing direction, tone of voice, and visual identity remain aligned with the founder's vision for the brand. Where the post-holder wishes to evolve the brand expression, this is to be proposed to and agreed with the Chief Executive Officer and General Manager before execution.

iv. Campaign Planning: Translate the framework into a rolling campaign calendar covering seasonal and festive campaigns, product launches, and always-on activity, with sufficient lead time for production and operational readiness.

b. Digital Content Creation

i. Content Production: Plan, shoot, and edit all digital content - photography, videography, and short-form video - for social media, website, e-commerce, and third-party delivery platforms.

ii. Visual Storytelling: Lead and conduct all product and lifestyle photoshoots, coordinating with the kitchen, outlet teams, and external vendors as required.

iii. Copywriting: Write all brand-facing copy, including social captions, EDM content, website and product descriptions, menu copy, and campaign messaging.

iv. Asset Management: Maintain an organised content and asset library so that approved images, videos, and copy are readily retrievable by the wider team.

c. Physical Marketing Materials

i. Design: Design all physical marketing collateral, including menus, posters, banners, buntings, flyers, table talkers, packaging inserts, and point-of-sale displays.

ii. Print & Vendor Management: Source, brief, and manage print and fabrication vendors - obtaining quotations, checking proofs and colour accuracy, and controlling cost and lead times.

iii. Installation & Upkeep: Take personal responsibility for the installation, rotation, and upkeep of physical collateral at both outlets, ensuring displays are current, correctly sited, and in good condition. This is a hands-on responsibility and not one that is delegated to outlet teams by default.

iv. Approvals: Obtain any landlord, building management, or regulatory approvals required for external signage, displays, or promotional installations.

d. Marketing Budget

i. Budget Development: Propose an annual marketing budget, broken down by channel, campaign, and expense category, for approval by the General Manager and Chief Executive Officer.

ii. Budget Management: Manage spend against the approved budget, maintain a live spend tracker, and flag anticipated variances in advance rather than in retrospect.

iii. Return on Spend: Justify marketing spend against expected commercial return, and reallocate budget away from underperforming activity where the evidence supports doing so.

iv. Cost Control: Negotiate rates and terms with vendors, media partners, platforms, and collaborators.

e. Sales Development &Lead Management

i. Lead Generation: Identify and pursue corporate, catering, gifting, event-planner, and community sales opportunities through outreach, networking, and partnerships.

ii. Enquiry Management: Manage incoming sales and event enquiries end-to-end - response, quotation, follow-up, and conversion - within agreed response timelines.

iii. Client Relationships: Build and maintain relationships with prospective and existing corporate clients to support repeat business and long-term accounts.

iv. Opportunity Tracking: Maintain an organised lead and opportunity tracker capturing enquiry source, status, value, and conversion outcome, to support forecasting and reporting.

v. Operational Coordination: Coordinate with outlet managers and the kitchen to confirm that corporate orders, catering, and event bookings are operationally deliverable before commitments are made to the client.

f. Community &Partnerships

i. Partnership Development: Identify and develop brand partnerships, collaborations, and co- marketing opportunities that extend reach without proportional increases in spend.

ii. Media & Creators:Manage relationships with media, food publications, influencers, and content creators, including hosting and briefing.

iii. Social Media &Community: Maintain a consistent and timely presence across all company social media accounts, including community management of comments, direct messages, and public reviews.

iv. On-the-Ground Coordination: Work with outlet managers and frontline staff to capture authentic in-store content and to ensure campaigns are executed correctly and consistently at store level.

g. Reporting & Performance Measurement

i. Metrics Design: Propose, implement, and maintain a set of marketing performance measures that connect marketing activity to sales outcomes, rather than reporting reach and engagement in isolation.

ii. Fortnightly Updates: Provide a written fortnightly update to the General Manager and Chief Executive Officer covering campaigns currently in market, campaigns upcoming, spend against budget, results against agreed measures, and any matters requiring a decision.

iii. Management Reporting: Present a consolidated marketing and sales performance review at Management Team Meetings.

iv. Post-Campaign Review: Conduct a documented review after every major campaign, recording what worked, what did not, and what will be done differently next time.

3. Working Relationships

- Reports to the General Manager on day-to-day priorities, budget, and performance, and to the Chief Executive Officer on brand direction and major campaign approvals.

- Works closely with outlet managers and operations teams to ensure campaigns, promotions, catering requests, and partnership activations are operationally executable and delivered to brand standard.

- Coordinates with the Head Baker and production team on product launches, seasonal offerings, product photography, and promotional planning, with adequate lead time for production capacity.

- Maintains working relationships with external vendors, photographers, designers, printers, media partners, influencers, and community collaborators.

- Develops and manages relationships with corporate clients, event organisers, and business partners to support revenue growth and brand visibility.

- Collaborates with frontline staff to gather customer insight, identify emerging trends, and capture authentic brand content at store level.

4. Qualifications & Experience

- Diploma or Degree in Marketing, Communications, Business, or a related discipline. Equivalent practical experience and a strong portfolio will be considered in lieu of formal qualifications.

- Manager: Minimum four years of relevant experience, including at least two years independently owning a marketing function, brand, or portfolio.

- Assistant Manager: Minimum two years of relevant experience, with demonstrated readiness to take on end-to-end ownership of a marketing portfolio.

- Prior experience in F&B, retail, hospitality, or a consumer lifestyle brand is strongly preferred.

- A portfolio of self-produced work - photography, video, design, and campaign examples- is required at interview.

- Experience managing a marketing budget and reporting on commercial outcomes is a distinct advantage.

5. Skills Required

- Marketing strategy, framework development, and campaign planning

- Sales development, lead generation, and pipeline management

- Social media management, content scheduling, and community management

- Photography, videography, and content editing (including short-form video)

- Graphic design and production of marketing collateral

- Copywriting and brand communication

- Print production knowledge - file preparation, material selection, and vendor briefing

- Budget planning, spend tracking, and cost negotiation

- Data tracking, reporting, and performance analysis, including familiarity with social platform analytics, website analytics, and POS sales reporting

- Client relationship management and business development

- Event and partnership coordination

- Working knowledge of Adobe Creative Suite, Canva, CapCut, or equivalent creative platforms

- Proficiency in Microsoft Office and presentation tools

- Strong verbal and written communication skills in English

6. Key Attributes

- Self-Motivated & Self-Directed: Sets own priorities, works to self-imposed deadlines, and makes progress without being chased or closely supervised.

- Comfortable Operating Independently: Able to function effectively as a department of one, without an in-house team or standing agency support, and to know when to bring in external help.

- Hands-On: Willing to do the work personally - including shooting content, carrying and installing collateral, and being present at outlets - rather than working exclusively at a planning level.

- Creative & Commercial Mindset: Balances strong creative ideas against practical business and revenue objectives, and can explain why a piece of work is expected to earn its cost.

- Commercially Numerate: Comfortable working with budgets, sales figures, and performance data, and able to draw defensible conclusions from them.

- Receptive to Direction: Able to work within an established brand vision set by the founder, contributing ideas constructively and raising disagreement through discussion rather than through unilateral action.

- Relationship Builder & Collaborative: Comfortable engaging customers, partners, vendors, and internal teams across all levels, and contributes positively to team culture.

- Organised & Detail-Oriented: Maintainsstrong attention to detail across campaigns, communications, timelines,quotations, and sales coordination.

- Adaptable & Resourceful: Operates effectively where priorities and operational needs shift quickly, problem-solves independently, andremains composed under pressure or tight deadlines.

- Brand Conscious & Culturally Attuned: Understands the importance of consistency in branding, customer experience, and public perception, and has genuine feeling for the local heritage and food culture the brand is built on.

- Results-Oriented: Driven by measurable outcomes, continual improvement, and business growth.

- Professionalism & Accountability: Demonstrates maturity, reliability, discretion, and accountability in representing the company internally and externally.

7. What Success Looks Like in the First Twelve Months

The following are indicative expectations and will be confirmed with the post-holder on appointment:

1. A documented marketing framework, approved by the Chief Executive Officer and General Manager, in active use as the basis for campaign planning.

2. An approved annual marketing budget supported by a live spend tracker, with spend managed within approved limits.

3. A consistent content cadence maintained across all active channels, with no unplanned gaps in the calendar.

4. A functioning lead and opportunity tracker, with measurable improvement in corporate and catering enquiry conversion.

5. An agreed set of performance measures that credibly links marketing activity to sales outcomes, reported on consistently.

6. Fortnightly reporting established as routine practice, and post-campaign reviews completed for all major campaigns.

Interested applicants are invited to send a curriculum vitae and portfolio to [Confidential Information]. We regret that only shortlisted candidates will be notified.