branding

Job Description

Job Description

Overview :

We are a New York-based restaurant management company with over ten restaurant brands across the United States. We are seeking a creative and results-driven Brand Specialist to join our team. This role will focus on building stronger brands, enhancing brand visibility, and ensuring consistency across all touchpoints. The ideal candidate will have a strong marketing background, extensive experience in the restaurant industry, a deep understanding of Chinese cuisine and culture, and a passion for creating compelling brand strategies that resonate with diverse audiences.

Responsibilities :

• Develop and implement marketing strategies to strengthen brand positioning and awareness in the U.S. mainstream market, focusing on promoting Chinese cuisine and culture.
• Collaborate with cross-functional teams to ensure brand consistency across all marketing channels, including digital, print, and in-store promotions.
• Conduct market research and analyze industry trends in both the Chinese and U.S. markets to identify opportunities for brand growth and differentiation.
• Manage social media platforms (in both English and Chinese), create engaging content, and monitor performance metrics to enhance audience engagement.
• Plan and execute promotional campaigns, partnerships, and events that highlight Chinese culinary traditions and drive customer loyalty.
• Coordinate with design and production teams to ensure timely delivery of high-quality marketing materials that reflect Chinese cultural elements.
• Monitor and report on the effectiveness of branding efforts, providing insights and recommendations for continuous improvement.
• Act as a brand ambassador, ensuring alignment with company values, Chinese cultural heritage, and brand identity in all communications and initiatives.

Qualifications :

• Bachelors degree or higher in Marketing, Business, Communications, or a related field.
• Minimum of 2 years of experience in the restaurant industry or a similar role, with a focus on branding or marketing.
• Strong understanding of Chinese cuisine, culture, and the Chinese restaurant industry in the U.S.
• Ability to coordinate and manage professional teams to handle tasks related to digital marketing tools, social media platforms (WeChat, Xiaohongshu, Instagram, etc.), and analytics software (e.g., Google Analytics, Meta Ads Manager).
• Chinese language proficiency is a mandatory requirement for this role , with excellent written and verbal communication skills in Chinese.
• Exceptional organizational and project management skills, with the ability to handle multiple tasks and meet deadlines.
• Creative mindset with a strategic approach to problem-solving.
• Team player with strong interpersonal skills and the ability to collaborate with diverse teams.