Marketing Business Partner Manager

Job Location: Hong Kong/Singapore

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