Brand Specialist

Overview

Leslie Corporation is an established food manufacturer and distributor founded in 1960 from the Philippines. We are one of the country’s largest leading snack manufacturing companies, operating several modern and fully automated plants. With over 50 years of experience, we continuously strive to deliver quality and value-filled offerings to our customers.

We are composed of three major business units:

• Snack Food Division – known for iconic Filipino snacks like Clover Chips
• Food Service Division – the home of Minute Burger, BBQ Bob, and Butcher Bob

This opportunity is with our Food Service Division (FSD) —a fast-growing and dynamic unit focused on serving everyday happiness through great food experiences. FSD is the team behind Minute Burger, a pioneer in Buy 1, Take 1 burgers with over 600 stores nationwide, and BBQ Bob, which brings delicious barbeque meals to Filipino customers. We are dedicated to quality, affordability, and innovation as we expand our footprint in the quick-service and food franchising industry.

If you’re passionate about making a meaningful impact and growing with a team that values both heart and hustle, we’d love to work with you. Join us in creating everyday happiness

Job Summary

The Brand Officer for Butcher’s Bob and Frittos will be responsible for establishing, developing, and managing the brand strategies for these new franchise businesses. The role involves creating and executing marketing plans to build brand awareness, drive customer engagement, and ensure brand consistency across all channels. The Brand Officer will work closely with the Brand Manager/Marketing Manager and collaborate with operations teams to monitor the performance of campaigns, identify market trends, and capitalize on growth opportunities. Additionally, the Brand Officer will oversee the creation of marketing materials, including digital content and promotional materials, and will ensure the successful launch and continued growth of both brands in the competitive market.

Main Duties/Responsibilities

• Develop comprehensive brand strategies to grow and position the brand in the market.
• Implement brand strategies that align with the company’s business objectives.
• Oversee brand positioning and ensure consistency across all brand communications.

2. Market Research & Analysis

• Conduct market research to understand customer preferences, industry trends, and competitive activity.
• Identify growth opportunities by analyzing data and consumer behavior.
• Monitor market conditions and adjust strategies accordingly to maintain brand relevance.

3. Product Development and Launches

• Ensure product launches and product improvements meet performance parameters and profitability targets for new products in specific brands.
• Support launch communications through channels and media relations, considering constraints for specific brands.

4. Brand Communications and Public Relations

• Plan, develop, and execute marketing campaigns to increase brand awareness and customer loyalty.
• Collaborate with creative and digital teams on marketing collateral, digital content, and advertisements.
• Perform other related tasks as assigned, such as promotions, co-branding, event sponsorship, merchandising materials, and corporate social responsibility projects.
• Ensure internal team alignment on brand communications during production phases for specific brands, focusing on sales performance and cost management.

5. Team Leadership and Coordination

• Lead teams to achieve execution efficiency and motivate team members for optimal performance of specific brands.
• Work closely with the sales, product, and operations teams to ensure alignment on brand objectives.

6. Franchisee Engagement and Support

• Execute localized marketing strategies, campaigns, and other support initiatives within specific areas, territories or product categories.
• Collect feedback from franchisees, competitors, and customers to inform future strategies.
• Coordinate communication efforts to ensure consistent messaging across all franchisee interactions.
• Gather insights from fieldwork to support strategy refinement.

7. Customer Insights and Behavior Analysis

• Observe local market, competition, and customer behavior trends to inform adjustments and improvements in brand-led product-specific marketing activities, and connect these to the assigned product and/or categories’ financial performance.
• Gather customer feedback during product development phases for better alignment with market needs while assessing cost implications.
• Develop strategies to engage customers through loyalty programs, events, and social media.

8. Brand Performance Monitoring

• Track the performance of branding and marketing campaigns using key metrics.
• Assess brand health and implement improvements based on insights and feedback.
• Collaborate with the operations team to ensure brand standards are maintained across all touchpoints (e.g., franchise outlets).

9. Reporting and Administrative Support

• Prepare regular reports on campaign performance, sales growth, and brand awareness.
• Manage administrative tasks related to brand operations, such as coordinating meetings and preparing presentations.

Job Qualifications

• Preferably a graduate of Business Studies/Administration/Management, Marketing or equivalent.
• Proven experience (2-3 years) in brand management, marketing, or a related role, preferably in the franchise or food industry.
• Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint).
• Familiarity with digital marketing tools (social media platforms, Google Analytics, email marketing software, etc.).
• Experience in market research, competitor analysis, and consumer behavior analysis.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Strong attention to detail and ability to manage multiple tasks simultaneously.
• Excellent written and verbal communication and presentation skills.
• Strong leadership and interpersonal skills to collaborate with cross-functional teams and franchise partners.
• Positive work attitude, results-oriented and a team player.

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing, Sales, and Advertising
• Industries: Food and Beverage Manufacturing

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