Brand Specialist

Brand Specialist - Food Service Division

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're dedicated to quality, affordability, and innovation as we expand our footprint in the quick-service and food franchising industry.

Job Summary

The Brand Specialist 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.

Main Duties/Responsibilities

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

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.

Product Development and Launches:

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

Brand Communications and Public Relations:

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

Team Leadership and Coordination:

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

Franchisee Engagement and Support:

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

Customer Insights and Behavior Analysis:

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

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 brand standards are maintained across all touchpoints (e.g., franchise outlets).

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 team player