Reported successfully

1) Regional & Franchise Marketing Strategy

• Develop annual and quarterly marketing plans for the Thailand and Franchise business units in line with brand priorities, commercial targets, market realities, and the approved marketing calendar.
• Translate headquarters strategy into clear market priorities, campaign roadmaps, activation plans, and measurable success criteria.
• Identify market growth opportunities, portfolio priorities, local occasions, partnerships, and tactical initiatives for each business unit.
• Recommend the appropriate balance of brand-building, traffic-driving, digital, retail, partnership, and local-area marketing activities.

2) Marketing PIC & Business Partnership

• Serve as the primary Marketing PIC for Thailand BU leadership, franchise partners, and relevant internal stakeholders.
• Represent Marketing in business planning discussions and provide clear recommendations on campaign timing, offers, channel choices, and local adaptations.
• Consolidate requirements, resolve conflicting priorities, and maintain one aligned marketing plan across headquarters, Thailand, and franchise stakeholders.
• Escalate material brand, commercial, budget, execution, or reputational risks to the Retail Marketing Manager with recommended actions.

3) Campaign Planning, Governance & Localization

• Lead the development of campaign briefs, objectives, target audiences, offer logic, channel roles, timelines, budgets, and KPI frameworks for regional and franchise initiatives.
• Review and approve local adaptations, translations, promotional mechanics, and touchpoint plans before execution, within delegated authority.
• Ensure local relevance while protecting brand positioning, visual identity, communication tone, product claims, pricing accuracy, and customer experience standards.
• Coordinate headquarters support from Brand, Retail Marketing, Digital, Creative, Customer Insights, Food Innovation, Corporate Communications, and other relevant teams.

4) Franchise Marketing Management

• Establish clear marketing ways of working with franchise partners, including briefing, approval, toolkit deployment, readiness checks, reporting, and issue escalation.
• Develop and maintain franchise marketing calendars, toolkits, scorecards, and compliance standards.
• Guide franchise partners on local store marketing, community activations, media opportunities, and in-store execution.
• Review franchise participation, execution quality, and performance, and agree corrective actions where standards or results are below expectations.

5) Thailand BU Oversight & Team Direction

• Set priorities, deliverables, timelines, and quality standards for the Marketing Executive - Thailand.
• Coach the Marketing Executive - Thailand on campaign coordination, stakeholder management, reporting, supplier management, and brand application.
• Conduct regular progress reviews and remove roadblocks that require headquarters or cross-functional intervention.
• Ensure the Thailand team receives timely briefs, approved assets, decisions, and feedback required for effective execution.

6) Budget, Vendor & Resource Management

• Prepare and track marketing budgets for Thailand and Franchise initiatives, ensuring expenditure remains within approved plans and governance requirements.
• Evaluate quotations, scopes, channel proposals, and supplier recommendations for commercial value, quality, and delivery feasibility.
• Coordinate with Finance, Procurement, and business stakeholders on purchase processes, documentation, accruals, and budget reporting.
• Identify opportunities to reuse, scale, or adapt assets and programs across markets to improve efficiency.

7) Performance Management & Insights

• Define campaign and market KPIs covering sales, traffic, transaction, redemption, reach, engagement, awareness, execution compliance, and return on marketing investment, as applicable.
• Review weekly and monthly performance reports, identify gaps and opportunities, and recommend optimization or corrective actions.
• Combine market, competitor, customer, operational, and campaign insights into practical recommendations for future planning.
• Lead post-campaign reviews and maintain a learning archive for recurring campaigns and market expansion.

8) Risk, Compliance & Brand Protection

• Ensure campaigns follow brand guidelines, internal approval requirements, local regulations, contractual obligations, and responsible marketing practices.
• Verify that promotional terms, pricing, translations, claims, and customer-facing materials are accurate before launch.
• Monitor execution risks and coordinate prompt corrective action for issues involving customer experience, brand reputation, or partner compliance.

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• At least 4-6 years of relevant experience in brand, retail, franchise, regional, or F&B marketing, with experience leading cross-market initiatives preferred.
• Strong strategic planning, campaign management, commercial thinking, and performance analysis capabilities.
• Proven ability to influence multiple stakeholders without relying solely on formal authority.
• Strong project management, budget management, presentation, and problem-solving skills.
• Sound understanding of both offline and digital marketing, customer experience, and local store activation.
• Fluent business English; Thai language capability is an advantage.
• Willingness and ability to travel to Thailand and franchise markets as business needs require.