FnB Marketing Lead

FnB Marketing Lead FnB Marketing Lead is responsible for the translation of business and GTM strategy into campaigns, content, and activations that build brand equity, pull guests through the door, and convert attention into revenue. To be the driving force behind how Bobobox's FnB brands (under Boboeatery) show up in the market. Job Descriptions Conduct ongoing competitive and consumer trend research for the F&B category to inform GTM planning, campaign positioning, and creative direction. Develop the go-to-market plan for each F&B campaign, launch, and activation — objectives, target segment, channel mix, timeline, success metrics, and tailored package offers where relevant, aligned to the broader commercial direction set by Revenue & Strategic Growth and the Business Lead. Translate approved GTM direction into F&B campaign plans, seasonal moments, and launch activations that build brand equity and drive guest acquisition, in line with brand positioning and concept. Partner with Product Development from the ideation stage to ensure new menu items align with brand positioning, GTM timing, and guest experience narrative. Lead ideation, social media content, and creative direction across F&B touchpoints, ensuring consistent brand voice and visual identity. Direct the social media management function with our third parties toward proactive, distinctive content and campaign ideas, moving beyond reactive or generic execution. Serve as the single point of contact for all F&B marketing vendor and procurement engagement, consolidating requests through one approval channel to maintain cost control and accountability. Own the sampling and sign-off process for menu, packaging, and printed collateral prior to procurement or mass production; default to small-batch or modular formats ahead of high-cost, low-reversibility commitments. Track campaign/activation spend against approved budget, including PO/invoicing coordination and post-activity reconciliation, ensuring accurate realization reporting. Set and communicate prioritization across concurrent workstreams including managing campaign and content timelines proactively to keep delivery ahead of deadlines. Maintain a documented draft-review-approval cycle for creative and production deliverables, ensuring no materials move to final status without sign-off. Build and manage KOL, influencer, and community relationships; lead partner engagement for pre-opening, soft opening, and grand opening activities. Partner with the Business Lead (including on New Product Launch tracking), F&B Operations, Product Development, Strategic Partnership, and Sr Marketing Manager to align campaign execution, brand collaborations, and launch performance with revenue and commercial targets. Maintain a recurring review of campaign, activation, and newly launched menu item performance against awareness, engagement, and revenue targets, including weekly/monthly activation cadence and NPL trend tracking with the Business Lead and deliver regular performance reports with optimization insights. Job Requirements Bachelor's degree in Marketing, Communications, Business, or a related field. 4–5 years in F&B, lifestyle, or hospitality brand marketing, with hands-on market/consumer research, GTM planning, product/menu collaboration, campaign execution, and activation experience. Demonstrated ability to build a go-to-market plan (objectives, target segment, channel mix, timeline, success metrics) and carry it through to execution. Strong creative taste and brand sensibility, paired with a structured, prioritized approach to planning and delivery. Experience managing vendors, printers, or procurement through a formal approval process, including sampling and quality checks before production commitments. Working knowledge of budget administration, PO/invoicing coordination and spend reconciliation against approved budget. Strong stakeholder management skills, comfortable operating under matrixed or dotted-line reporting across business, operations, and marketing leadership. Track record in KOL/influencer management and partner or community engagement. Strong project management and prioritization skills, with the ability to manage multiple concurrent workstreams against fixed deadlines. High attention to detail across creative execution, production quality, and campaign/budget administration. Department Commercial Locations Bandung HQ Remote status Hybrid Employment type Full-time Our Perks & Benefits 🏄🏻‍♀️ 12 days Paid Leave We value that you get more time with your family and friends. Therefore, we comply to Indonesia law by providing 12 days paid leave. 🕐 Hybrid Working Model We value work-life balance, therefore for most roles we implemented a scheduled work from the office. 🏥 Social Security Benefit (BPJS) We care about your family at home. Bobobox is committed to ensuring that employees get what's required by Indonesia law. 🕺 Regular social & team events From sport-focused (Bob's League) to casual networking events (Munch and Mingle). We always have fun at the office! 🏥 Private Health Insurance Covers both in-patient and out-patient for employees. Applicable for certain positions. Bandung HQ