The Senior Brand Manager – F&B Hospitality Portfolio leads the strategic and operational marketing direction for all QC+ food and beverage brands, including but not limited to Jiwan, IDAM, Raseef Regag, Desert Rose, and additional concepts currently in development.
As Portfolio Lead, this role owns:
- Brand positioning and messaging clarity across the portfolio
- Portfolio-level and brand focused marketing strategy
- Annual and quarterly marketing planning
- Campaign performance accountability
- Agency management for agency-supported brands
- Portfolio-level calendar management
- Partnerships development
- Stakeholder alignment with chefs and operations
- Budget stewardship within the portfolio scope
The role directly manages the Marketing Specialist within the portfolio, with the expectation that the team may evolve as the portfolio and operating model mature.
Key Responsibilities
1. Brand and Portfolio Strategy
- Define and continuously refine positioning and value proposition for each F&B brand
- Develop annual and quarterly marketing strategies aligned with business priorities
- Build and manage an integrated portfolio marketing calendar across all F&B brands
- Identify cross-brand synergies and shared audience opportunities
- Ensure brand standards, tone of voice, and visual identity are consistently applied across all touchpoints
2. Campaign Performance and Demand Generation
- Own marketing performance across all F&B brands with clearly defined KPIs linked to demand generation and brand growth
- Translate business targets into campaign objectives and measurable marketing KPIs
- Partner with operations and finance to align campaign timing with commercial priorities and service capacity
- Track and analyze campaign effectiveness using performance metrics including engagement quality, audience growth, conversion signals, reservation uplift trends, and footfall indicators
- Optimize messaging, activation strategy, and channel mix based on data and audience insights
- Lead structured campaign reviews with clear recommendations and corrective actions
3. Campaign Planning and Governance
- Lead integrated campaign planning across seasonal launches, chef collaborations, partnerships, and key calendar moments
- Coordinate with Shared Services teams including Social Strategy, PR & Communications, Digital & Performance, and Content Production
- Review and approve campaign assets to ensure strategic consistency and clarity
- Enforce disciplined planning cycles, reporting cadence, and performance reviews
4. Agency Management
- Own the relationship with external agency partners supporting brands within the portfolio
- Provide strategic briefs, brand guardrails, and clear performance expectations to agencies
- Conduct regular agency performance reviews against agreed KPIs and SLAs
- Ensure agency output is aligned with brand positioning, tone of voice, and quality standards
5. Budget Stewardship
- Own the portfolio's marketing budget, including planning, allocation across brands, and tracking spend against performance
- Ensure budget decisions are aligned with portfolio priorities and business objectives
- Provide regular budget reporting and flag risks or reallocation needs to direct report
6. Stakeholder and Operations Alignment
- Act as the primary marketing counterpart to chefs, restaurant managers, and F&B operations teams
- Ensure marketing initiatives are aligned with operational readiness and guest experience
- Provide structured marketing guidance while constructively challenging initiatives that do not align with brand positioning
7. Team Leadership
- Provide strategic direction and daily oversight to the Marketing Specialist within the portfolio
- Set clear priorities and protect focus against reactive, last-minute activity
- Ensure accurate reporting, performance analysis, and continuous optimization
- Elevate standards of execution and embed structured ways of working
Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field
- 7 to 10 years of experience in brand management, with strong preference for hospitality or food and beverage sectors
- Proven experience managing multi-brand portfolios
- Strong experience in campaign development, performance tracking, and integrated marketing planning
- Demonstrated experience managing and mentoring direct reports
- Experience managing external agency relationships and holding partners accountable to brand standards and performance targets
- Experience with marketing budget ownership and financial stewardship
- GCC or Middle East experience is strongly preferred
- Strategic thinker with structured planning capabilities
- Strong leadership and people management capabilities
- Highly organized with the ability to manage multiple brands simultaneously
- Strong creative judgment and attention to detail
- Confident communicator with strong stakeholder management skills, including the ability to lead through influence where direct authority does not apply
- Hands-on, accountable, and solution-oriented
- Able to switch between strategic oversight and operational detail as the portfolio demands
