Job Description

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1. Overseas Business Development (20-30 Trips Annually)

Travel frequently to

China and Malaysia

to build long-term networks with clients, distributors, and government bodies. Lead

business negotiations, partnership agreements, and franchise opportunities

in both countries. Actively participate in

trade fairs, food exhibitions, and industry forums

to showcase the brand and capture market share.
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2. Cultural & Culinary Insights

Immerse in local cuisine and dining culture

to understand evolving customer tastes and preferences. Research

regional cooking techniques, food presentation styles, and popular flavor profiles

. Bring back

menu innovation ideas

to Singapore, ensuring products resonate with Chinese and Malaysian customers living in or visiting Singapore.
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3. Sales & Market Growth

Deliver

25-35% international revenue growth annually

through new partnerships and expanded distribution channels. Build

exclusive partnerships with regional e-commerce and F&B platforms

(e.g., JD.com, Tmall, Shopee, Lazada). Tailor

marketing campaigns

to local cultural trends (festivals, holidays, social media platforms like WeChat, Douyin, Xiaohongshu).
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4. Cross-Border Creative Expansion

Introduce

co-branded promotions

with local F&B brands in China and Malaysia, then adapt successful ones for Singapore. Launch

seasonal limited-edition menus

in Singapore inspired by Chinese and Malaysian culinary traditions. Develop

storytelling-driven branding campaigns

highlighting authenticity, heritage, and cross-cultural influence.
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5. Knowledge Transfer & Innovation

Conduct

regular training workshops

in Singapore to share overseas market insights with local teams. Build a

trend report library

tracking emerging cuisines, dining formats, and cultural shifts in China & Malaysia. Collaborate with chefs and R&D teams to

co-create new dishes

inspired by overseas learnings.
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6. Strategic Leadership

Manage overseas sales teams and ensure operational alignment with Singapore HQ. Oversee

compliance with import/export regulations

and local health & safety standards. * Report quarterly to management with

actionable growth strategies and innovation proposals