This role requires the candidate to work in Kuala Lumpur, Malaysia.

Client Overview:

Our client is a leading Chinese fast-food chain that began in 2003, evolving from a specialized poultry breeding business into one of the largest direct-sale fast-food operators in Mainland China. Under strategic family leadership, the brand has modernized traditional Chinese catering and now operates thousands of outlets, leveraging a “Full Industry Chain” model to ensure quality control from farm to table.

The brand’s flagship offering is a signature pressure-steamed chicken soup made from locally raised 180-day-old chickens, alongside standardized home-style dishes such as braised pork, seasonal vegetables, and rice sets. By emphasizing food safety and nutritional balance, the company has consistently ranked among the top fast-food chains in China.

Job Role:

As part of its "Overseas 0-1 Establishment Phase," the company is making its strategic entry into the Malaysian market. This expansion represents a significant milestone in its mission to bring high-quality Chinese catering to the global stage. The client is seeking a creative and data-driven marketing leader to build the brand’s identity from the ground up in Kuala Lumpur and establish it as a household name in the region.

The Overseas Marketing Manager is a "Founding" role, responsible for leading the development and execution of the annual marketing strategy, focusing on driving both brand awareness, including digital marketing campaigns, and physical store traffic. This role requires a blend of creative storytelling, social media mastery, and rigorous ROI analysis to ensure successful engagement with the local Malaysian consumer palate.

Key Responsibilities:

• Market Entry & Brand Building: Formulate and implement the localized annual marketing strategy for Malaysia to build brand equity from scratch.
• Localized Campaign Planning: Plan and lead all on-the-ground marketing activities, including grand opening events, seasonal promotions, and member-exclusive operations.
• Digital Marketing & Social Media: Own the brand’s digital presence across Instagram, Facebook, and TikTok, overseeing content creation and community engagement.
• Partner & KOL Ecosystem: Develop and maintain a network of local partners, including KOLs, influencers, and business alliances.
• Market Analytics: Analyze market trends and consumer feedback to optimize marketing plans and maximize input-output benefits.

Candidate Requirements:

• Education: Bachelor’s degree or above in Marketing, Media, or a related field.
• Experience: Minimum 5 years of marketing experience in the Catering (F&B) or FMCG industry within a strategic and managerial level; Proven experience in Brand Building from 0 to 1
• Industry Focus: Familiarity with the Malaysian social media ecology and local consumer behavior is essential.
• Skills & Competency: Excellent creative planning and data analysis ability.
• Language: Professional Fluency in English and Malay.
• Cultural Fitness: Having worked in Chinese enterprises is preferred. Able to work independently and adapt to a fast-paced entrepreneurial environment.

Job Code: #585