Marketing Manager – Malaysia Expansion

Client Overview

Our client is a leading Chinese quick-service restaurant (QSR) brand and one of the largest direct-sale fast-food chains in Mainland China, recognized for its strong vertically integrated “farm-to-table” business model and standardized operational excellence. Established in the early 2000s, the company has built a nationwide presence through its signature Chinese comfort food offerings, premium food safety standards, and highly efficient retail operations.

As part of its international growth strategy, the company is currently entering the Malaysian market through a major “0-to-1” expansion initiative. The organization is building its first local operational and commercial team in Kuala Lumpur to establish strong brand awareness, local market penetration, and long-term business sustainability within the Southeast Asian F&B landscape.

Job Role

The Overseas Marketing Manager is a strategic founding-team role responsible for building and leading the company’s marketing function in Malaysia from the ground up. This position focuses on developing localized branding strategies, driving digital and offline marketing campaigns, and increasing customer acquisition and store traffic for the company’s market entry phase.

The role requires a commercially driven and highly creative marketer with strong exposure to the F&B or Chinese catering industry, capable of balancing brand storytelling, social media engagement, partnership development, and performance-driven marketing execution within a fast-paced entrepreneurial environment.

Key Responsibilities

• Develop and execute localized marketing strategies to support the company’s market entry and long-term growth in Malaysia.
• Lead brand-building initiatives to establish strong awareness and positioning within the Malaysian F&B market.
• Plan and manage online and offline campaigns including store launches, promotional events, seasonal campaigns, and loyalty/member programs.
• Manage the brand’s digital presence across platforms such as Instagram, Facebook, TikTok, and other relevant channels.
• Collaborate with influencers, KOLs, agencies, and strategic partners to increase market visibility and engagement.
• Conduct market analysis, consumer research, and campaign performance tracking to optimize marketing ROI.
• Coordinate closely with headquarters to align local marketing initiatives with the company’s overall branding direction.
• Monitor local market trends, competitor activities, and customer behavior to identify growth opportunities.

Requirements

• Bachelor’s degree in Marketing, Media, Communications, Business, or related fields.
• Minimum 5 years of marketing experience within the F&B, catering, or QSR industry.
• Proven experience handling brand-building initiatives, especially in “0-to-1” or expansion-stage environments.
• Strong understanding of Malaysian consumer behavior, digital ecosystems, and local social media trends.
• Hands-on experience in campaign management, digital marketing, content strategy, and partnership activation.
• Strong analytical mindset with the ability to interpret campaign performance and optimize marketing effectiveness.
• Excellent communication, stakeholder management, and creative planning skills.
• Professional fluency in English, Malay, and Mandarin Chinese is mandatory.
• Prior experience working within Chinese companies or cross-border organizations is highly preferred.
• Able to work independently in a fast-paced, entrepreneurial, and highly dynamic environment.