Deputy Director/Senior Manager, Marketing

Shake Shack Singapore is seeking a commercially driven and strategic Deputy Director / Senior Manager to lead the overall marketing function for the Singapore market.

This role oversees Brand & Communications, Product & Culinary Marketing, CRM, and Sales & Local Store Marketing to drive brand growth, guest engagement, product innovation, and business performance while ensuring alignment with global and APAC brand standards.

The ideal candidate is a strong marketing leader with both strategic thinking and hands-on execution capabilities, capable of balancing long-term brand building with commercial performance in a fast-paced environment.

Marketing Strategy & Leadership

• Lead overall marketing strategy and planning for Singapore
• Develop annual marketing plans aligned with business objectives
• Drive integrated marketing initiatives across all functions
• Ensure alignment with HQ and APAC brand direction
• Support business growth through strategic and commercially impactful marketing initiatives

Brand & Communications

• Oversee brand image, storytelling, and external communications
• Lead public relations, media relations, influencer/KOL strategy, and collaboration initiatives
• Ensure consistency across campaigns, social media, and guest touchpoints
• Support community engagement and local partnership initiatives

Product, Menu & Culinary Marketing

• Oversee menu strategy, product innovation, and LTO roadmap
• Coordinate cross-functional product launches with Culinary, SCM, and Operations teams
• Support product positioning, pricing strategy, and launch communication
• Ensure operational alignment and launch readiness

CRM & Digital Marketing

• Lead CRM strategy and guest retention initiatives
• Oversee app communication, membership growth, and guest segmentation
• Manage EDM, push notifications, and in-app campaigns
• Drive guest engagement and app usage growth

Sales & Local Store Marketing

• Lead sales-driving promotions and traffic generation initiatives
• Oversee delivery platform campaigns and local store marketing activities
• Support mall partnership promotions and local activations
• Monitor promotion ROI and sales performance

Requirements

• Minimum 8years of experience in Marketing, Brand, CRM, or Commercial Marketing functions
• Strong experience in F&B, hospitality, retail, or consumer brands
• Experience leading integrated marketing campaigns and cross-functional projects
• Strong understanding of both brand marketing and commercial marketing
• Excellent leadership and stakeholder management skills
• Strong communication and project management abilities
• Ability to thrive in fast-paced and hands-on environments
• Experience working with regional or global teams preferred