This role requires the candidate to work in Bangkok, Thailand.

Client Overview:

Our client is an F&B brand founded in 2017 in Beijing that transformed the food industry by introducing a fast-food concept centered around traditional pickled fish. Through innovative operational strategies and a strong focus on quality and standardization, the brand quickly rose to become a leading player in China’s fast-food sector. Its concept makes specialized Chinese cuisine more accessible, fast, and consistent across locations.

After eight years of rapid growth, the brand has expanded to more than 360 cities worldwide, including major hubs such as New York, Dubai, Kuala Lumpur, and Bangkok. As of 2024, it operates over 2,500 stores globally, making it the largest pickled fish restaurant chain in the world. The brand is now entering the Indonesian market and is seeking a strategic leader to drive localized growth and establish a strong presence in the country’s competitive F&B landscape.

Job Role:

The Overseas New Media Manager (Thailand) is responsible for developing digital marketing strategies specifically for Investment Attraction. Your primary goal is to find and convert prospective franchisees through digital channels. You must be comfortable appearing on-camera to host Thai-language live streams or film short videos promoting franchise opportunities.

Key Responsibilities:

• Strategy & Campaign Execution: Develop digital marketing strategies for the Thai market and personally manage ad campaigns across Meta, Google Ads, and TikTok, with accountability for lead acquisition cost (CPL) and ROI.
• Content Development & Publishing: Take full ownership of the brand’s official social media accounts (TikTok/Facebook), managing the end-to-end process of content planning, scriptwriting, filming, and publishing localized marketing materials.
• New Media & Live Streaming: Act as the "face" of the brand's partner acquisition efforts by hosting Thai-language live streams and appearing in short-video shoots to present investment projects and answer investor questions.
• Localization Strategy: Lead A/B testing of Thai-language ad creatives (scripts/copy) and landing pages to ensure all content is highly localized and persuasive within the Thai business culture.
• Service Provider Management: Onboard and manage local Thai suppliers and agencies, ensuring high-quality outsourced deliverables through competitive bidding and strict quality control.

Candidate Requirements:

• Bachelor’s degree in Marketing, Communications, Business, or related fields
• 3–5 years of digital marketing experience with deep expertise in the Thai market
• Experience in B2B channel development, international brand expansion, or promoting high-ticket products such as franchise investments
• Currently at managerial or strategic level, or equivalent
• Proficiency in Meta Ads and Google Ads targeting and bidding strategies
• Extensive experience in new media operations, live streaming, and analytics tools such as Google Analytics
• Strong on-camera presence with charisma to host live streams
• Results-oriented with data-driven thinking to identify campaign bottlenecks and propose solutions
• Native-level or proficient Thai for working communication
• Professional fluency in Mandarin and English for reporting to HQ and managing local operations

Job Code: #612