Customer Journey Executive (Bakery Café)

Job Summary:

This role supports the daily execution of marketing and customer experience initiatives, including campaign rollouts, store communications, digital asset coordination, and customer engagement activities. Working closely with cross-functional teams, the Executive ensures brand consistency, enhances the customer journey, and supports initiatives that drive loyalty and long-term satisfaction.

Key responsibilities:

1. Brand Management & Compliance

• Ensure consistent application of brand guidelines across all customer touchpoints, including store environments, marketing materials, digital channels, and partner collaborations.

• Conduct regular store audits to assess brand compliance in visual merchandising, signage, and overall presentation.

• Coordinate the production, distribution, and maintenance of in-store branding materials (e.g., menus, signage, point-of-sale materials).

• Maintain and update the digital asset library, ensuring easy access to approved brand photos, videos, and templates.

2. Campaign Execution, Promotions & Revenue Growth

• Assist in the planning, rollout, and tracking of sales campaigns and seasonal marketing initiatives (e.g., Lunar New Year, Mid-Autumn, Christmas).

• Support the launch of limited-time offers (LTOs) designed to drive store traffic, reduce waste (especially for near-expiry items), and increase average spend.

• Coordinate corporate discount programs to attract bulk purchases, business clientele, and frequent repeat orders.

• Monitor campaign performance and recommend real-time adjustments to maximize ROI and revenue.

• Analyze product sales data to identify upselling or bundling opportunities aimed at improving basket size and order value.

3. Digital Marketing & Online Reputation Management

• Manage and update the brand’s social media presence (e.g., Instagram, TikTok, Google Business Profile).

• Create engaging, brand-aligned content—including photos, videos, and reels—to showcase product offerings and increase engagement.

• Execute targeted digital campaigns (e.g., Facebook Ads, Google Ads) to support store promotions and customer acquisition.

• Monitor and respond to online reviews and ratings to maintain a strong brand reputation and address customer concerns.

4. Customer Experience, Loyalty & Retention

• Continuously enhance in-store visual merchandising to improve product visibility, navigation, and the overall customer journey.

• Collect and analyze customer feedback to drive product, service, and operational improvements.

• Organize community-driven engagement events such as tasting sessions, baking workshops, and loyalty member activities to build deeper customer relationships.

• Monitor loyalty program performance (e.g., redemption rates, customer lifetime value trends) and recommend data-driven enhancements.

5. Partnerships & External Collaboration

• Coordinate marketing initiatives with food influencers, content creators, and local community partners to increase brand exposure.

• Manage promotional activities and campaigns on food delivery platforms (e.g., GrabFood, Foodpanda, Deliveroo) to strengthen online sales performance.

• Support the execution of collaborative campaigns with external brands or partners to tap into new customer segments.

6. Performance Tracking & Business Analysis

• Track and report on key performance metrics including campaign ROI, footfall trends, sales mix, and average transaction value.

• Analyze customer behavior, purchase frequency, and demographic insights to guide future marketing efforts

• Compile post-campaign reviews with actionable recommendations for continuous improvement in marketing and customer engagement strategies.

Pre-requisites:

• Diploma or Degree in Marketing, Communications, Business, or a related field.

• 1–2 years of experience in marketing, branding, or retail operations—preferably within the F&B or bakery industry.

• Basic understanding of bakery trends, customer preferences, and digital marketing tools.

• Experience managing social media platforms and creating simple, visually appealing content (e.g., photos, short videos) is a strong advantage.