JOB DESCRIPTION
Position: Content Marketing Executive F&B / Restaurant Brand
Department: Marketing Texas Chicken (TXC)
Reporting to: Senior Marketing Executive
Working Location: 202 L Chnh Thng, Phng Nhiu Lc, TP. H Ch Minh
Working Time: 08:30 18:00, Monday to Friday
I. ROLE PURPOSE
The Content Marketing Executive F&B is responsible for creating, executing, and optimizing content specifically for the Food & Beverage (F&B) industry, with a strong focus on restaurant marketing and consumer dining behavior.
This role plays a key part in building a youthful, appetizing, and engaging brand image for Texas Chicken, driving both brand love and sales conversion across online platforms while supporting offline restaurant marketing activities in line with F&B standards.
II. KEY RESPONSIBILITIES
1. Written Content Creation & Execution (F&B Focus)
- Develop and execute written content for digital platforms including Facebook, Instagram, TikTok, Zalo OA, tailored to F&B customer behavior and dining occasions.
- Write engaging captions, promotional posts, menu highlights, limited-time offer (LTO) messages, and seeding content that emphasizes taste appeal, product visuals, and value-for-money.
- Collaborate closely with Designers and Agencies to ensure content reflects restaurant brand identity, food appeal, and campaign concepts, while meeting tight timelines typical in F&B operations.
2. Video Content / TikTok Creation (Restaurant & Food Content)
- Ideate and directly produce short-form videos for TikTok, Reels, and Shorts, focusing on food visuals, menu items, store experience, and customer moments.
- Independently shoot and edit videos using basic equipment (smartphone), ensuring fast-paced, trend-driven content suitable for the F&B and restaurant environment.
- Build diverse video formats such as:
- Food reviews & product close-ups
- New menu / promotion announcements
- Behind-the-scenes kitchen or store activities
- Staff stories & service culture
- Customer dining experiences
- Work with the Senior Marketing Executive to test and optimize new F&B-specific content formats that drive engagement and footfall.
3. Campaign & Commercial Content (Sales-Oriented F&B Content)
- Participate in content planning and execution for restaurant marketing campaigns, including new product launches, promotions, seasonal events, and brand activations.
- Create sales-driven content (promotional copies, CTAs, offer messages) aligned with brand tone while supporting conversion and store traffic objectives.
- Support content execution for KOL/KOC collaborations, social commerce, food delivery platforms, and brand partnerships relevant to the F&B industry.
4. Offline Marketing Content Support (Restaurant Environment)
- Coordinate content development for POSM and in-store communication materials such as posters, standees, menu boards, table talkers, wobblers, etc.
- Ensure consistency in messaging, tone, and visual mood across online channels and physical restaurant touchpoints.
5. Performance Tracking & Reporting
- Monitor content performance using key metrics such as reach, engagement, views, clicks, and campaign effectiveness, especially for promotional and sales content.
- Collaborate with the Senior Marketing Executive to optimize content based on campaign performance, store feedback, and customer response.
- Prepare periodic content and performance reports as required.
III. REQUIREMENTS
- College or Bachelor's degree in Marketing, Communications, Journalism, or related fields.
- Minimum 13 years of experience in Content Marketing, Social Content, or Digital Content roles within the F&B / Restaurant / FMCG industry (F&B experience is strongly preferred).
- Strong writing skills with the ability to translate food, taste, and dining experiences into engaging content.
- High sensitivity to social media trends, food trends, and consumer behavior in the F&B sector.
- Basic knowledge of Digital Marketing; experience working with restaurant brands, food chains, or delivery platforms is a plus.
- Proactive, responsible, team-oriented, and comfortable working under fast-paced, deadline-driven F&B environments.
IV. BENEFITS
- Competitive salary, negotiable based on experience and capability.
- Full social, health, and unemployment insurance after 2 months of probation.
- 12 annual leave days + 2 probation leave days.
- 13th-month salary and performance-based bonuses in accordance with company policy.
- Full working equipment and tools provided.
- Employee benefits and discounts across Mesa Group brands (Texas Chicken, Hachiban Ramen, Blackmores, etc.).
- Dynamic F&B working environment with clear brand direction and strong career development opportunities.
