Marketing Director

Job Location:

Overview

Minor Food is one of Asia's most dynamic food service companies and a leading global restaurant operator, with more than 2,700 outlets across 25 countries. Our portfolio spans a wide range of well-loved brands - from The Pizza Company, Swensen's and Sizzler to Dairy Queen, Burger King, The Coffee Club, Bonchon, The Steak & More, Benihana and more.

Driven by a commitment to delivering exceptional customer experiences and achieving the highest standards of satisfaction. We grow by innovating, expanding into new markets and investing in the people who make it all happen. Whether you're building your first career in food service or bringing years of expertise to the table, Minor Food offers the scale of a global operator with the energy and opportunity of a company that's still very much on the move.

1. JOB PURPOSE

Lead the Marketing function to make the Brand's business model a true point of difference in Thailand's F&B market: staying relevant to the market while building distinctive products and experiences that customers love. The Marketing Director is practical and deeply customer-centric, applies creativity in balance with commercial discipline, and drives sales and revenue growth toward targets by owning and scaling the brand's core growth engine.

2. MAIN RESPONSIBILITIES

Growth Strategy & Commercial Ownership

• Own the marketing growth engine end-to-end, spotting and scaling what drives sales with speed and confidence.
• Sharpen the brand's business model differentiation to stay relevant to the market while standing out from competitors.
• Set and monitor sales forecasts, promotion targets and marketing budgets, course-correcting quickly against plan.
• Lead pre- and post-analysis of marketing activities, reporting outcomes to the GM and Operations team.

Customer, Brand & Product Leadership

• Stay close to the customer through frequent store visits and direct observation, translating insight into commercial decisions.
• Develop distinctive products and menu innovations that give customers a real reason to choose the brand.
• Champion food-first marketing. Build brand fame around the product itself, letting great food do the talking.
• Track market and competitor activity, pricing and share to keep the brand's proposition sharp.

Customer Growth & Channels

• Own the customer growth strategy across acquisition, frequency, retention and reactivation, using segmentation and data.
• Drive CRM and loyalty to build engagement, repeat purchase and customer lifetime value.
• Tailor the proposition across dine-in, takeaway, own digital channels and delivery aggregators to each channel's needs and economics.
• Partner with Digital/E-commerce teams to grow acquisition, conversion and own-channel performance.

Integrated Marketing & Local Marketing

• Lead integrated marketing across paid, owned and earned channels, building brand fame while delivering measurable commercial results.
• Develop and execute above- and below-the-line marketing programs with agency partners, managing budget for effective media deployment.
• Drive local store marketing to build awareness, trial and traffic.
• Support underperforming stores with targeted local activities to restore results.
• Manage co-marketing partnerships and support funds with business partners and suppliers.

Leadership, Cross-functional Collaboration & Execution

• Lead with passion: build a high-performing, commercially minded, customer-centric marketing team with clear accountability.
• Partner closely with the GM, Operations, Finance, Purchasing, NPD and Digital teams to translate business priorities into coordinated actions that deliver sales and profit goals.
• Partner with Purchasing and Finance on value analysis, COG management and pricing to keep the brand accessible without compromising margin.
• Provide sales forecasts to Purchasing and manage the product mix database to support effective stock management.
• Maintain close collaboration with Operations, Purchasing and New Product Development to ensure marketing plans are implemented properly.

3. JOB SPECIFICATIONS

Qualifications

• Practical and deeply customer-centric — makes decisions from a genuine, hands-on understanding of the market consumer, not from theory alone.
• Balanced creativity: creative enough to build distinctive products and experiences, but grounded enough to keep every idea tied to revenue and commercial results.
• Strong sales-driven and entrepreneurial mindset; takes ownership, moves with speed and confidence, and enjoys the work.
• Proven ability to identify and scale the core growth engine of a multi-format F&B business.
• Track record of leading through business-model understanding, with visible, credible results that build management's trust.
• Skilled at building brand fame by making the product itself the star, letting great food do the talking.
• Proficiency in English communication and presentation skills; presents comfortably in both English and Thai.
• Strong interpersonal and leadership skills, with strength in people management and development.
• Good connections and networking within the F&B / retail industry.

Education

• Minimum Bachelor's degree in Marketing or a related field.

Experience

• At least 8 years of experience directing and leading sales and marketing teams for international food or multi-format F&B companies.

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