Key Responsibilities
1. Digital Revenue & Growth Strategy
• Own and execute the overall digital growth strategy across all outlets
• Drive customer acquisition through social, search, review, and third-party platforms
• Identify new revenue opportunities through digital channels and partnerships
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2. Multi-Platform Channel Management
• Oversee and optimise presence across:
• Instagram, TikTok, Google
• XiaoHongShu (小红书), Dianping (大众点评)
• Delivery platforms (Grab, Foodpanda, Deliveroo)
• Ensure each platform is strategically positioned and conversion-focused
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3. Influencer & KOL Ecosystem Management
• Build and manage a strong network of local and regional influencers
• Lead KOL/KOC campaigns, tastings, and brand collaborations
• Negotiate partnerships and ensure ROI-driven engagements
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4. Campaign Strategy & Execution
• Conceptualise and execute campaigns that drive:
• Footfall
• Reservations
• Average spend per customer
• Develop bundles, promotions, and limited-time offers aligned with business goals
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5. Performance Analytics & Reporting
• Track and analyse campaign performance, customer behaviour, and channel ROI
• Build dashboards and reports to guide decision-making
• Continuously optimise strategies based on data insights
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6. Brand Portfolio Positioning
• Define and refine positioning for each brand under the group
• Ensure clear differentiation across concepts and target audiences
• Align messaging across all digital touchpoints
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7. Partnerships & Business Development
• Identify and secure strategic partnerships with:
• Hotels, lifestyle brands, corporate clients
• Nearby offices and community networks
• Develop initiatives that drive recurring traffic and brand exposure
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8. Digital Infrastructure & Systems
• Lead implementation of tools for:
• CRM / customer database
• Loyalty or membership programmes
• Review management systems
• Work with internal teams to digitise SOPs and marketing workflows
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9. Team Leadership (If Applicable)
• Work with designers, content creators, and external agencies
• Set direction, timelines, and quality standards
• Build a scalable digital marketing structure for the group
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Requirements
• 4–8 years of experience in digital marketing, growth, or partnerships
• Strong understanding of Singapore digital ecosystem (IG, TikTok, Google)
• Experience with Chinese platforms (XiaoHongShu, Dianping) preferred
• Proven track record in driving measurable business results (traffic, revenue, conversions)
• Strong network of influencers / partners is a plus
• Analytical, strategic, and execution-focused
• Comfortable working in a fast-paced, multi-outlet environment
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