Expansion Manager (+62 COFFEE)

ROLES & RESPONSIBILITIES

A.  MAIN ROLE

1.  Market Research & Consumer Insights

-  Design and execute market research studies to identify target audience segments by location, lifestyle, and consumption patterns.

-  Analyze consumer trends (e.g., coffee culture preferences, dine-in vs takeaway behavior, pricing sensitivity).

-  Conduct competitor benchmarking (menu, pricing, store concept, promotions)

-  Develop consumer personas for marketing and product alignment.

2.  Brand Development & Marketing Alignment

-  Establish local marketing strategies with the consumer target of each branch.

-  Ensure the brand positioning is consistent but tailored for local market nuances.

3.  Strategic Partnerships

-  Identify and secure local partnerships (office complexes, co-working spaces, universities) for location-based promotions.

-  Explore B2B or event-based collaborations to boost footfall during the launch period.

4.  Market Expansion & Site Development

-  Lead the end-to-end branch expansion plan from feasibility to launch for 12 new outlets in Jakarta.

-  Conduct geo-demographic mapping and identify high-potential trade areas based on consumer behavior, traffic flow, and competition.

-  Evaluate rental economics, catchment size, and purchasing power to determine branch viability.

-  Coordinate with real estate agents, landlords, and mall management for site acquisition and lease negotiations.

5.  Reporting & Leadership

-  Present monthly Marketing Strategies C Business expansion reports to management.

-  Provide recommendations based on data-driven insights.

B.  SUPPORTING ROLE

1.  Assist Business G Financial Planning

-  Working together with GM and Finance to build branch business models and financial forecasts for each location (CAPEX, OPEX, payback period).

-  Collaborate with finance and operations teams to ensure ROI optimization.

-  Track performance post-launch and adjust expansion strategy accordingly.

SOFT SKILLS:

• Analytical, structured problem-solving, and comfortable with data.

• Excellent negotiation and relationship-building skills (with landlords, agents, and partners).

• Entrepreneurial mindset with bias for action and ownership.

• Excellent communication in Bahasa Indonesia and English.

• Comfort in fast-paced, multi-site FCB operations.

PREFERRED BACKGROUND

• Education: Bachelor’s degree in Business, Marketing, Economics, or related field.

• Experience:

• Manager level: At least 4 years of experience in FCB retail expansion, coffee chain, ǪSR, or lifestyle/hospitality brand.

• Assistant Manager level: At least 3 years experience with demonstrated exposure to outlet rollout or business site development.

• Industry Advantage: Experience with coffee chains, cafés, convenience FCB, or lifestyle retail (Possibly Fore Coffee)

• Relevant technical tools