Sales & Marketing Manager / Assistant Manager (Brand & Bakery)

Job Title Sales & Marketing Manager / Assistant Manager (Brand & Bakery) Department Sales & Marketing Reports To General Manager (day-to-day); Chief Executive Officer (brand direction) Direct Reports Nil – standalone role Employment Type Full-time, permanent Work Location 70 Bendemeer Road #01-03 (Luzerne) and 44 Jalan Merah Saga #01-42 (Chip Bee Gardens), with travel between outlets and to client / vendor sites Salary Range Assistant Manager: S$3,300 – S$3,800 Manager: S$3,800 – S$4,300 (Final offer commensurate with experience and portfolio) 1. Job Purpose The Sales & Marketing Manager / Assistant Manager owns the full marketing portfolio of Keong Saik Bakery and is accountable for translating the founder’s vision for the brand into a coherent, commercially effective marketing programme across our retail outlets, e-commerce, and corporate / B2B channels. This is a standalone role. The successful candidate will be the company’s only dedicated marketing resource, and must therefore be equally comfortable setting direction and executing it personally – from building and maintaining the marketing framework and managing the marketing budget, through to shooting content, briefing printers, and installing collateral at outlet level. The role suits a self-motivated individual who is energised by building something from the ground up in a small, fast-moving business, and who understands that marketing is ultimately accountable for commercial outcomes and not activity alone. 2. Key Responsibilities a. Marketing Framework& Brand Direction i. Framework Ownership: Develop, document, and own the company’s marketing framework, covering brand positioning, target audience, channel strategy, content pillars, campaign calendar, and partnership approach. ii. Relevance & Refresh: Review and refresh the framework at least annually, and on an ad hoc basis where market conditions require, so that it remains relevant to consumer trends, competitor activity, and the company’s commercial priorities. iii. Alignment to Brand Vision: Ensure all marketing direction, tone of voice, and visual identity remain aligned with the founder’s vision for the brand. Where the post-holder wishes to evolve the brand expression, this is to be proposed to and agreed with the Chief Executive Officer and General Manager before execution. iv. Campaign Planning: Translate the framework into a rolling campaign calendar covering seasonal and festive campaigns, product launches, and always-on activity, with sufficient lead time for production and operational readiness. b. Digital Content Creation i. Content Production: Plan, shoot, and edit all digital content – photography, videography, and short-form video – for social media, website, e-commerce, and third-party delivery platforms. ii. Visual Storytelling: Lead and conduct all product and lifestyle photoshoots, coordinating with the kitchen, outlet teams, and external vendors as required. iii. Copywriting: Write all brand-facing copy, including social captions, EDM content, website and product descriptions, menu copy, and campaign messaging. iv. Asset Management: Maintain an organised content and asset library so that approved images, videos, and copy are readily retrievable by the wider team. c. Physical Marketing Materials i. Design: Design all physical marketing collateral, including menus, posters, banners, buntings, flyers, table talkers, packaging inserts, and point-of-sale displays. ii. Print & Vendor Management: Source, brief, and manage print and fabrication vendors – obtaining quotations, checking proofs and colour accuracy, and controlling cost and lead times. iii. Installation & Upkeep: Take personal responsibility for the installation, rotation, and upkeep of physical collateral at both outlets, ensuring displays are current, correctly sited, and in good condition. This is a hands-on responsibility and not one that is delegated to outlet teams by default. iv. Approvals: Obtain any landlord, building management, or regulatory approvals required for external signage, displays, or promotional installations. d. Marketing Budget i. Budget Development: Propose an annual marketing budget, broken down by channel, campaign, and expense category, for approval by the General Manager and Chief Executive Officer. ii. Budget Management: Manage spend against the approved budget, maintain a live spend tracker, and flag anticipated variances in advance rather than in retrospect. iii. Return on Spend: Justify marketing spend against expected commercial return, and reallocate budget away from underperforming activity where the evidence supports doing so. iv. Cost Control: Negotiate rates and terms with vendors, media partners, platforms, and collaborators. e. Sales Development &Lead Management i. Lead Generation: Identify and pursue corporate, catering, gifting, event-planner, and community sales opportunities through outreach, networking, and partnerships. ii. Enquiry Management: Manage incoming sales and event enquiries end-to-end – response, quotation, follow-up, and conversion – within agreed response timelines. iii. Client Relationships: Build and maintain relationships with prospective and existing corporate clients to support repeat business and long-term accounts. iv. Opportunity Tracking: Maintain an organised lead and opportunity tracker capturing enquiry source, status, value, and conversion outcome, to support forecasting and reporting. v. Operational Coordination: Coordinate with outlet managers and the kitchen to confirm that corporate orders, catering, and event bookings are operationally deliverable before commitments are made to the client. f. Community &Partnerships i. Partnership Development: Identify and develop brand partnerships, collaborations, and co- marketing opportunities that extend reach without proportional increases in spend. ii. Media & Creators : Manage relationships with media, food publications, influencers, and content creators, including hosting and brie…