Digital Marketing Manager, Asia Pacific

About SSP

SSP is a leading operator of food and beverage outlets in travel locations worldwide, with c.43,000 colleagues in over 600 locations across nearly 40 countries. We operate sit-down and quick service restaurants, cafes, lounges and food-led convenience stores, principally in airports and train stations, with a portfolio of around 550 international, national and local brands.

These include our own brands (such as UrbanCrave, which brought the first “street eats” concept to airports in the US and Nippon Ramen, a noodle and dumpling concept in the APAC region) as well as franchise brands (such as M&S, Starbucks and Burger King).

Our SSP Asia Pacific journey started in Thailand over 25 years ago. Since then, we have grown to include Singapore, Hong Kong SAR, Australia, New Zealand, The Philippines, Malaysia and Indonesia with more than 6,000 colleagues, 150+ brands and 300+ units.

Our purpose is to be the best part of the journey, and this is underpinned by our aim to bring leading brands and innovative concepts to our clients and customers around the world, with an emphasis on great value, taste, quality and service – using digital technology to boost efficiency.

Our people are at the heart of our business and our values are integral to our business, underpinning everything we do.

• We are one team … working together and sharing our best ideas to fulfil our global potential.
• We are results focused … delivering great food and service for our customers and outstanding results for our clients, shareholders and colleagues
• We all make a difference … respecting each other, acting responsibly and being accountable for the contributions that we make.
• We are bold …seizing opportunities, innovating and quickly adapting every day.
• We celebrate success … recognising and valuing everyone’s achievements.

About the role

This is an exciting opportunity to become the catalyst for growth in SSP’s commercial team, as our APAC Digital Marketing Manager, focusing on commercial activity. Digital is an increasingly integral part of our business strategy, and it is vital that we develop the right capability to maximise the experience for our customers.

The Digital Marketing Manager is accountable for driving digital innovation and identifying, implementing improvements to the user experience (UX) which will maximise sales and profit whilst fostering a market- leading customer experience across our 7 markets in the region (Hong Kong, Australia, Malaysia, Singapore, Thailand, Philippines, Indonesia). This will require working closely with local teams in addition to supporting their local commercial and digital initiatives.

Main Responsibilities

1. Commercial UX optimisation: lead the work with the support of commercial/marketing teams to identify opportunities for continual improvement to the menu structure and UX of our digital solutions tools to maximise sales (conversation rate, increase transaction value)
2. Optimisation implementation: manage market teams to implement commercial best practices, as identified above. Own the creation of a ‘Digital Toolkit’, to encourage adoption of these processes/practices that will drive the APAC business and P&L. This also includes input into unit designs part of future business opportunities.
3. Deployment of solutions/ Innovation: lead the planning and implementation of new tech/innovation trials, defining the assessment criteria to measure success. Scale deployment of solutions across our estate, managing market teams to efficiently deploy solutions, including menu design and set-up, marketing, and training of data teams.
4. Project management: be the central point of contact on Digital for all market commercial members and their teams, running robust governance processes and regular best practice sharing sessions, while reporting on progress to the Exec leadership teams. In addition manage market commercial and operations teams to efficiently deploy digital solutions (e.g. order and pay solutions, delivery and order fulfilment solutions, loyalty schemes, online marketing, etc.), including service model design, physical set-up of units, operations training, marketing, brand and menu set-up, content management, and ops testing.
5. Product development: represent the views of the market commercial teams across APAC and work closely with the IT team to ensure these views are heard when managing new feature development requests.
6. Commercial analytics: work closely with the analytics teams on deep dive assessments of digital solutions’ performance (sales, ATV, conversion rates, etc.) and inform the optimisation work; establish consistent KPI reporting in the markets.
7. Customer analytics: own the development of a new customer analytics platform, managing inputs from the marketing, purchasing, operations and IT teams, to assess customer behaviour and better meet their needs.
8. Supplier income: identify other revenue-generating opportunities with suppliers and third parties through the utilisation of our solutions in digital marketing and promotions and work closely with the Trade Marketing Manager in APAC.

Beyond the primary responsibilities, this role will also be involved in researching digital, industry and customer trends, to further develop our digital capability and future-proof our business, and running trials of new solutions/technologies, e.g.:

• Further ordering and payment solutions (e.g. checkout-free stores)
• Delivery and order fulfilment solutions (e.g. delivery robots, food lockers, etc.)
• Loyalty and promotions schemes

Requirements

• Ability to lead, influence and operate in matrix structure
• A team player, who works collaboratively with people at all levels, across various countries and functions.
• Experience in customer experience and digital solutions for retail and food & beverage industries
• Ability to work under pressure and juggle multiple priorities at once.
• Must be able to develop innovative ideas to drive top and bottom line, testing, learning, and refining and then operationalizing them
• Good understanding of the operational reality in units i.e. a good understanding of customer journeys, unit layout design, operational efficiency etc.
• Experience from commercial optimization of digital solutions to drive increased sales and profits
• Strong analytical ability to simplify complex

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