Director of Market Strategy

About Feng Cha

Feng Cha is a fast-growing bubble tea franchise with 80 locations nationwide. As the brand scales toward becoming a daily lifestyle destination, Marketing is the engine behind national brand consistency, franchisee enablement, and customer loyalty. This role is being created to give the department the strategic backbone and performance discipline it needs to match the momentum the brand has already built through community and PR efforts.

Role Summary

The Director of Marketing Strategy owns the strategic architecture of Feng Cha's marketing function: the annual campaign calendar, the campaign production pipeline, performance measurement, budget, and the social media and design engine that brings campaigns to life. This role works as a peer to the Director of Community & Brand Partnerships, who leads PR, community activations, and talent/brand partnerships. The Director of Marketing Strategy sets the planning and measurement framework that the whole department — including initiatives led by the Community & Brand Partnerships function — operates within.

What You'll Own

1. Strategic Planning & Campaign Calendar

• Build and maintain the 12-month marketing theme calendar, integrating national campaigns, seasonal moments, franchise toolkits, and key dates.
• Translate business objectives into quarterly priorities and clear campaign briefs, including community activations and partnerships led by the Director of Community & Brand Partnerships.
• Ensure every campaign has a defined theme, objective, audience, and success metric before entering production.

2. Campaign Production & Process Discipline

• Own and enforce the standard campaign production pipeline end-to-end: Planning start → Proposal → Design brief → Assets ready → Franchisee communication → Go-live → Post-review.
• Maintain the standard 6-week lead-time framework (through 7 days post-campaign review) across all national campaigns and monthly franchise toolkits.
• Assign and prioritize creative briefs for the Graphic Designer and content priorities for the Social Media Manager.

3. Social Media & Content Operations

• Own day-to-day social media operations in-house (replacing the current external agency), managed through the Social Media Manager: content calendar, captions, publishing, community engagement/DMs, and paid social.
• Ensure social content reflects both national campaign priorities and community/partnership storytelling supplied by the Director of Community & Brand Partnerships.
• Review biweekly social performance (follower growth, engagement rate) and adjust content strategy accordingly.

4. Performance Tracking & Reporting

• Own the Marketing KPI Scorecard across all pillars: national digital & paid media, digital growth & loyalty, franchise toolkits, community/PR (data supplied by the Director of Community & Brand Partnerships), and innovation pilots.
• Run biweekly, monthly, and quarterly performance reviews; report trend direction, variance, and recommended actions to the CMO.
• Analyze campaign-level ROI and sales lift, and turn findings into next-cycle recommendations.

5. Budget & Approvals

• Manage allocation and tracking of the marketing budget across categories (National Digital & Paid Media, In-Store & Local Marketing, SEO/Website/Email, Digital Growth & Loyalty, Content, Innovation Fund, etc.).
• Log and manage approval requests through the CMO Approval Queue; escalate Tier 3 (high-budget) items, including proposed brand/talent partnerships, for CMO review.
• Own the Big Idea Innovation Fund process (spend matrix, submission review); evaluate ideas submitted by the Director of Community & Brand Partnerships alongside others.

6. Digital Growth, Loyalty & SEO

• Direct the CRM & loyalty messaging calendar, app/loyalty growth initiatives, and lifecycle campaigns.
• Oversee the SEO & local search program, including location pages, Google Business Profile standards, and organic content calendar.

7. People & Vendor Management

• Directly manage the Graphic Designer (China-based) — briefs, priorities, feedback, and performance; account for the time-zone gap through clear async workflows and a fixed weekly overlap check-in.
• Directly manage the Social Media Manager, replacing the previous external agency relationship.
• Manage any remaining specialized vendors (e.g., SEO or web vendors) as needed.

What You Bring

• 5 years in marketing, with at least 3–5 years in a strategic leadership role owning planning, calendars, and performance measurement.

• Experience in multi-unit retail, restaurant, franchise, or food & beverage marketing strongly preferred.

• Track record of building and running a campaign production process from brief to post-launch analysis.

• Direct experience managing social media operations and creative/design resources, including remote or international team members.

• Strong command of marketing KPIs, budget management, and executive-level performance reporting.

• Familiarity with CRM/loyalty platforms (e.g., Paytronix), POS/sales data (e.g., Toast), and project management tools (e.g., Notion) is a plus.