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Serve as strategic marketing partner for assigned APAC markets: advise on campaign planning and execution, monitor and optimise performance, align cross-functional teams, share regional best practices, and prepare consolidated performance reports with recommendations.

Support brand and creative execution by creating and adapting visual assets for digital and offline channels, assisting campaign artwork resizing and localization, preparing in‑store and print‑ready materials, maintaining brand consistency, and collaborating with cross‑functional teams to deliver assets on time.

Lead master franchising strategy and partner selection for new market entry. Structure and negotiate master franchise agreements, conduct market feasibility and financial modeling, define market entry roadmaps with KPIs, coordinate cross-functional launch activities, onboard and enable franchisees, and monitor compliance and performance while advising senior leadership.

Support end-to-end coordination and localization of APAC marketing campaigns: manage timelines and assets, liaise with local and regional teams, track performance with Excel, gather market feedback, contribute ideas, and own small campaign workstreams.

Lead APAC DTC user growth by designing localized acquisition, activation, and retention strategies, scaling successful playbooks across markets, running A/B tests and dashboards, and managing cross-functional and country teams to meet MAU targets.

Lead regional operations by developing and implementing operational strategies, managing daily project operations (personnel, budgets, processes), coordinating across departments, driving efficiency improvements, advising on strategic decisions, and monitoring industry trends. Role includes regional travel.

Design, deliver, and manage onboarding and ongoing training for store employees; create instructional materials and e-learning; facilitate sessions; track LMS completion and training effectiveness; partner with operations, HR, and insights to close skill gaps and ensure compliance with food safety and health standards.

Design and optimize membership tiers, benefits, and point systems for SEA. Drive member acquisition, retention, repurchase, and churn prevention with data-driven strategies, A/B testing, and growth-hacking. Localize for SEA and integrate online membership benefits with offline retail (OMO) to maximize customer lifetime value.

Develop and execute APAC employer branding strategy; create multimedia content and campaigns for social platforms; manage careers page; run employee advocacy and engagement programs; partner with HR/TA/Operations/Marketing; research talent market insights and track campaign ROI.

Support regional PR campaigns and media outreach: research, press materials, coverage tracking, stakeholder coordination, content creation, and basic issues/crisis monitoring. Assist senior leadership briefings and day-to-day reporting duties.