Brand Marketing Manager

The Opportunity

This is not a traditional corporate marketing role.

Nan Xiang is one of the fastest-growing Chinese restaurant brands in the United States, with ambitious expansion plans, multiple new restaurant openings annually, and a vision to become the most recognized Chinese restaurant brand in America.

We're looking for a Brand Marketing Manager who is excited to help build that future.

This role is equal parts brand steward, campaign builder, creative lead, and operator. You'll be responsible for helping shape how customers experience Nan Xiang Soup Dumplings and Nan Xiang Express across social media, restaurant openings, menu launches, merchandise, packaging, promotions, partnerships, and in-store experiences.

Working closely with the Director of Marketing and Director of Digital Marketing, you'll translate business priorities into campaigns, content plans, creative assets, and customer experiences that drive awareness, engagement, and growth.

This is a highly visible, highly collaborative role on a lean team where everyone contributes. We're looking for someone who is willing to roll up their sleeves, get involved in the details, and help build something special.

If you're the type of person who gets excited about developing a campaign concept, reviewing creative, building a marketing calendar, writing a brief, launching a new product, creating a merchandise collection, and supporting a restaurant opening all in the same week, you'll fit right in.

This role offers a rare opportunity to help shape a beloved New York brand during a period of rapid growth and expansion.

What You'll Own

Brand Stewardship & Creative Excellence

Serve as the day-to-day guardian of the Nan Xiang and Nan Xiang Express brands.

Responsibilities include:

• Maintain and evolve brand standards, positioning, messaging, and visual identity.
• Ensure consistency across all customer touchpoints.
• Review and approve creative assets across digital, social, restaurant, merchandise, packaging, and promotional channels.
• Maintain brand guidelines and creative asset libraries.
• Champion attention to detail and brand excellence throughout the organization.

Campaign Development & Marketing Calendar Ownership

Own and maintain the marketing calendar across both brands.

Responsibilities include:

• Build and maintain annual, quarterly, and monthly marketing calendars.
• Develop campaign concepts that support business objectives.
• Translate marketing priorities into actionable campaign plans.
• Coordinate timelines, deliverables, and creative requirements.
• Ensure campaigns are executed consistently across all channels.
• Maintain visibility across all active marketing initiatives.

This role is responsible for helping transform strategy into execution.

Creative Direction & Brief Development

Lead the creative development process for marketing initiatives.

Responsibilities include:

• Develop creative briefs for campaigns, promotions, openings, product launches, partnerships, and merchandise.
• Provide direction to designers, photographers, videographers, agencies, and content creators.
• Review creative work and provide actionable feedback.
• Ensure creative assets align with campaign objectives and brand standards.
• Build scalable templates and systems that improve execution efficiency.

Product Launches, Merchandise & Brand Extensions

Help bring new products and experiences to market.

Responsibilities include:

• Support menu launches and seasonal promotions.
• Develop merchandise concepts that strengthen brand affinity and customer engagement.
• Coordinate packaging updates and branded materials.
• Partner with culinary, operations, designers, and vendors to bring ideas to life.
• Ensure all launches reflect the brand and resonate with both existing and new audiences.

Content Strategy & Social Leadership

Own content planning and storytelling across both brands.

Responsibilities include:

• Develop content pillars and storytelling themes.
• Maintain content calendars and campaign content plans.
• Ensure social content supports broader campaign objectives.
• Collaborate with influencers, creators, agencies, and partners.
• Manage and mentor the Content Marketing Specialist.
• Help shape how the brand shows up across social and community channels.

Strong copywriting and storytelling skills are critical for success in this role.

Store Openings & Brand Experience

Support the Director of Marketing on new restaurant openings.

Responsibilities include:

• Own the development of opening-related brand assets.
• Coordinate signage, creative assets, merchandise, promotional materials, and content plans.
• Ensure every opening delivers a consistent and memorable brand experience.
• Support influencer activations and opening-related marketing initiatives.
• Help build scalable systems and processes for future openings.

Execution & Project Ownership

This is not a role that simply manages projects from a distance.

Responsibilities include:

• Build timelines.
• Coordinate deliverables.
• Manage creative reviews.
• Follow up with agencies and vendors.
• Solve problems.
• Keep projects moving forward.
• Ensure ideas become reality.

Success requires both strategic thinking and a willingness to execute.

What This Role Is Not

Not a remote role, this role requires regular presence at headquarters, restaurant locations, store openings, events, influencer activations, and content shoots.

Not a purely strategic role, success requires equal parts planning, execution, organization, and attention to detail.

Not a role where work is simply delegated, we're looking for someone who is comfortable building calendars, writing briefs, reviewing creative, coordinating launches, and ensuring projects move forward.

Not a digital marketing role, paid media, SEO, analytics, website performance, and customer acquisition are owned by the Director of Digital Marketing.

Not a role for someone who wants to stay in their lane, we're a lean team, and the right person will embrace opportunities to contribute across multiple areas of the business.

What We're Looking For

We're looking for a creative, organized, detail-oriented marketer who is excited about building a brand.

You understand that great marketing is built through consistency, storytelling, strong execution, and relentless attention to detail.

Required Qualifications

• Minimum of 5 years of experience in brand marketing, integrated marketing, or campaign management within food & beverage, hospitality, retail, lifestyle, consumer products, or consumer brands.
• Brand-first marketer with experience translating strategy into compelling campaigns, launches, and cultural moments.
• Experience developing and executing integrated marketing campaigns.
• Strong content strategy and social media experience.
• Exceptional copywriting and storytelling skills.
• Experience developing creative briefs and directing creative projects.
• Strong project management and organizational abilities.
• Experience working with designers, agencies, content creators, and cross-functional teams.
• Ability to manage multiple projects simultaneously in a fast-paced environment.
• Strong attention to detail and commitment to brand excellence.

Preferred Qualifications

• Multi-unit restaurant or hospitality experience.
• Experience supporting restaurant/store openings.
• Packaging, merchandise, or product launch experience.
• Experience building brand in new or emerging markets, or carrying a playbook from one community to the next
• Photography or videography experience.
• Experience working with influencers and community marketing initiatives.
• Bilingual (English/Mandarin) is a plus, but not required.

Why This Role

Most marketing jobs give you one piece of the puzzle.

This role gives you the opportunity to help shape an entire brand.

You'll work on campaigns, openings, merchandise, product launches, social media, packaging, partnerships, and customer experiences that reach millions of guests across a rapidly expanding restaurant company.

Your work will be visible, measurable, and directly connected to the growth of the business.

If you're looking for an opportunity to help build the next chapter of a beloved New York brand while working alongside a small, ambitious team, we'd love to meet you.

Pay: $75,000.00 - $85,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Vision insurance

Application Question(s):

• Will you now, or in the future, require sponsorship for employment visa status (e.g. H-1B visa status)?

Education:

• Bachelor's (Preferred)

Experience:

• Content Marketing: 5 years (Required)
• Hospitality: 5 years (Preferred)

Language:

• Mandarin (Preferred)

Ability to Commute:

• Queens, NY 11354 (Preferred)

Willingness to travel:

• 25% (Preferred)

Work Location: In person