Head of Marketing

2 weeks ago

Petaling Jaya, Selangor, Malaysia CL Bakery Sdn Bhd Full time 240,000 - 480,000 per year

Position Overview:

The Head of Marketing is responsible for leading the overall marketing strategy, brand positioning, and growth initiatives of Christine's Bakery. This role requires a visionary leader who can translate brand values into impactful campaigns, build customer loyalty, and drive both brand equity and commercial results. The Head of Marketing will oversee all aspects of branding, product marketing, digital presence, and sales activation while managing a growing marketing team.

Key Responsibilities:

1. Strategic Leadership

  • Define and implement the overall marketing strategy aligned with Christine's Bakery's vision and growth objectives.
  • Lead the development of annual marketing plans, budgets, and KPIs to drive brand awareness, customer acquisition, and sales growth.
  • Act as a brand guardian, ensuring Christine's Bakery maintains a distinct, premium identity in the market.
  • Analyze market dynamics, competitor activities, and consumer insights to shape forward-looking strategies.

2. Brand & Communication Management

  • Oversee the execution of integrated brand campaigns across traditional, digital, PR, and experiential channels.
  • Build and nurture Christine's Bakery as a lifestyle brand beyond just food & beverage.
  • Manage external agencies and partners to deliver high-impact creative and media campaigns.
  • Drive storytelling that highlights Christine's Bakery's unique products (Bagels, Croza, etc.) and differentiates us in the competitive F&B space.

3. Product & Innovation Marketing

  • Collaborate with Culinary & Operations to launch new products and seasonal innovations successfully.
  • Develop product positioning, pricing strategies, and go-to-market rollouts.
  • Evaluate product performance and customer feedback to adjust marketing direction.

4. Sales Growth & Customer Development

  • Work closely with Operations and Sales to design campaigns that directly drive traffic, repeat purchase, and customer lifetime value.
  • Lead initiatives for customer engagement, loyalty programs, and cross-channel promotions (offline, e-commerce, delivery platforms).
  • Monitor and analyze sales performance to optimize ROI of campaigns.

5. Team Leadership & Development

  • Lead, coach, and grow the marketing team (Assistant Marketing Manager and supporting staff).
  • Foster a high-performance, creative, and data-driven culture within the department.
  • Ensure alignment and collaboration with Operations, Culinary, Supply Chain, and Finance teams.

Qualifications & Requirements:

  • Bachelor's degree in Marketing, Business, or related field (Master's preferred).
  • 8–12 years of progressive marketing experience, with at least 3 years in a leadership role in F&B, retail, lifestyle, or hospitality brands.
  • Proven track record of building and scaling a brand while delivering measurable sales impact.
  • Strong digital marketing expertise (social media, e-commerce, performance marketing).
  • Exceptional leadership, communication, and stakeholder management skills.
  • Creative yet highly analytical, with the ability to balance brand storytelling and commercial growth.

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