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Digital Marketing Manager (APAC)

Singapore

Who is Taco Bell?

Taco Bell was born and raised in California and has been around since 1962. We went from selling everyone’s favorite Crunchy Tacos on the West Coast to a global brand with 8,200+ restaurants, 350 franchise organizations, that serve 42+ million fans each week around the globe. We’re not only the largest Mexican-inspired quick service brand (QSR) in the world, we’re also part of the biggest restaurant group in the world: Yum! Brands. 

Much of our fan love and authentic connection with our communities are rooted in being rebels with a cause. From ensuring we use high quality, sustainable ingredients to elevating restaurant technology in ways that hasn’t been done before… we will continue to be inclusive, bold, challenge the status quo and push industry boundaries.   

We’re a company that celebrates and advocates for different, has bold self-expression, strives for a better future, and brings the fun while we’re at it. We fuel our culture with real people who bring unique experiences. We inspire and enable our teams and the world to Live Más.

At Taco Bell, we’re Cultural Rebels. Want to join in on the passion-fueled fun? Learn more about the career below. 

About the Job:

One of the most significant changes in the Quick Service Restaurant (QSR) Industry has been the adoption of digital channels. Today, customers can place orders and pay through apps, with delivery playing a huge role on their daily habits, and hence in restaurants’ business performance. Taco Bell APAC is looking for a Digital Marketing Manager to lead digital sales, primarily focused on third-party delivery aggregators strategy and execution, and on partnering with the Tech Lead to build the roadmap for Taco Bell’s own digital channels. Your primary task will be driving 3rd party delivery strategy, focused on improving profitability, driving acquisition, retention, ticket, and penetration while improving the 3P experience for customers, restaurant Team Members, and Franchisees through operational efficiencies and product enhancements. With this role, the opportunities are endless: Work collaboratively across marketing, operations, technology, and Yum! Brands to identify feasible and commercial opportunities and develop a roadmap aligned with business needs.

The Day-to-Day:

Sustainable Delivery Growth:

  • Partner with other Yum! brands digital and tech leads to negotiate delivery aggregators agreements for the region.
  • Develop, with the delivery aggregators, marketing strategies and identify market-specific opportunities. Key markets in scope: India, Thailand, Philippines, Indonesia, Malaysia, Korea and Japan.
  • Define, together with franchisees and Marketing Leads, the right menu, pricing and promotions to drive better customer experience, leading to profitable sales.
  • Partner with Marketing Lead to optimize channel merchandising to make it easier to place an order and increase the average order value.
  • Develop and deploy packaging solutions to improve customer experience, in partnership with operation and product development teams.

Taco Bell Own E-commerce channel:

  • Partner with APAC tech lead and franchisees for development and ongoing execution of the digital roadmap for each market and deploying digital marketing initiatives, including CRM and loyalty.
  • Develop online ordering/app communication launch plans.
  • Ongoing digital Adoption: Develop the regional CRM strategy & journeys that will best complete conversions to purchase and ongoing customer frequency.

Analytics:

  • Define metrics to track and drive the discipline of consistently tracking performance & leveraging analytics and insights to ensure channel growth targets are achieved for the region.
  • Support the establishment of dashboards to allow for customer data tracking across digital channels.
  • Leverage data & insight to best understand our guests’ needs, habits, and perceptions to continuously optimize performance.
  • Lead and manage Pan-regional business review approach and outcomes with both aggregators and FZs.

FZ Partnership:

  • Build positive, solid working relationships with FZ Marketing and Digital leads, supported by regular cadenced and documented engagement plans
  • Coach and guide FZ tech leads on their digital marketing strategy and execution, all the while upholding a vision of success for their market(s).
  • Demonstrate value by sharing US and International best practice/toolkits across digital disciplines
  • Partner closely with Franchise leaders to better understand their business and become a trusted advisor across the markets.

Stakeholder Management:

  • Collaborate with delivery aggregators in APAC and other Yum! Brands (KFC, Pizza Hut) to deliver profitable sales for Taco Bell brand.
  • Collaborate with International Digital, Tech and Legal team, ensuring alignment with international strategy.
  • Act as digital expert in international forums and meetings.

Is This You?

  • Bachelor's degree in Technology, Business, Marketing or related field
  • At least 7 years of experience building and executing a strategic roadmap of capabilities and related initiatives in areas of responsibility
  • Experience with Delivery Partners in the F&B, QSR, or Grocery Industries is required
  • E-Commerce, CRM, and/or Loyalty experience with a proven track-record in driving strategic vision and business performance in this channel is required
  • Proven ability to manage vendors and build strategic partnerships
  • Demonstrated ability to analyze data and develop fact-based recommendations to solve problems
  • Strong collaboration skills, and ability to work across cultures
  • Outstanding written and verbal presentation skills with the ability to effectively manage stakeholder communications and involvement as well as run product team meetings
  • Proficiency in English is mandatory + 1 Asian language preferred (e.g. Hindi, Bahasa, Thai, Korean or Japanese)

Why Taco Bell?

  • We truly believe that where you work matters, and we know a thing or two about what makes employees happy. Join us on our mission of feeding people’s lives with Más!
  • We are about more than just building restaurants—we connect with our fans through their passions including sports, gaming, and music
  • We know that employees want a company they can live and grow with; they crave a unique culture that fosters creativity and encourages pursuit of passion, and they look for opportunities to take risks, develop skills and learn in ways that fit their lifestyle
  • We foster a culture of authenticity and believe all people can make a difference

Work-Hard, Play-Hard: 

  • Hybrid work arrangement
  • Company and performance-related bonus
  • Comprehensive medical insurance
  • Annual work-from-home allowance
  • Quarterly Recharge Days across the organization to promote mental health and well-being
  • Attractive and flexible employee benefits that can be used to cover medical, dental visits, as well as gym memberships or even overseas holidays

At Taco Bell, we Live Más and invite you to do the same. Take a seat at our table. Bring your voice. Bring you, just as you are, a Cultural Rebel. We want you to be your best self! 

Taco Bell is proud to be an equal opportunity employer and is committed to equity, inclusion, and belonging for all dimensions of diversity.  We do not discriminate based on race, color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability status, age, or any other protected characteristic.

Taco Bell is committed to working with and providing reasonable accommodation to applicants with disabilities or special needs.   

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