Brand Manager - Kumo

About This Role

Driven by a passion for creating unique home-grown food concepts, Independent Food Company is a UAE-based hospitality group behind the region's most beloved brands - SALT, Parker's, Somewhere, Public, Kumo, and Shalwa. Each concept is a testament to our commitment to innovative experiences, community connection, and high standards of service.

We are currently seeking to appoint a Brand Manager - Kumo to join our office in Dubai.

Kumo is a premium Japanese dining concept in Dubai. Our brand is rooted in the living culture of Japan - its aesthetics, its seasonality, its obsession with craft - translated into an experience that resonates in the heart of the Middle East. We are looking for a Brand Manager who will be the creative and commercial force behind Kumo's identity. This role is responsible for building a design-led, culturally relevant brand that drives sustained customer demand, footfall, and revenue growth.

What sets this role apart is a genuine requirement for deep passion for Japan, including its culture, trends, food scene, and aesthetics. You will be our eyes and ears on Japan, tracking what is emerging there and translating it authentically into campaigns, experiences, and content at Kumo. This role will balance creative thinking with commercial accountability, owning the full spectrum of brand expression i.e. from campaign strategy and digital presence to cultural partnerships and immersive dining experiences.

Key Responsibilities

• Monitor Japanese cultural trends - food, design, fashion, social media - and translate them into timely, authentic brand initiatives for Kumo

• Develop and execute brand campaigns with clear commercial objectives, managing the full lifecycle from concept through to launch and performance evaluation

• Define and maintain Kumo's brand identity, tone of voice, and visual language across digital, physical, and experiential environments

• Design and manage lead generation funnels from awareness through to repeat visits, driving footfall, bookings, and revenue

• Identify and manage partnerships with brands, creators, and communities that align with Kumo's positioning and expand its reach

• Plan and deliver events and seasonal activations inspired by the Japanese cultural calendar

• Manage digital platforms as primary channels for brand building and demand generation

• Manage marketing budgets with a focus on return on investment and efficient resource allocation

• Track and evaluate performance across campaigns, channels, and partnerships, continuously optimising for efficiency and conversion

Qualifications, Skills & Experience

• Minimum 3 years of experience in brand, marketing, or campaign-focused roles

• Degree in Design, Marketing, Communications, or a relevant discipline

• A genuine, deep-rooted passion for Japanese culture, aesthetics, food, and contemporary trends

• Portfolio demonstrating brand and campaign work across digital and experiential channels

• Experience working with design-led, lifestyle, or premium brands is strongly preferred

• Strong creative direction and aesthetic judgment, informed by Japanese design and culture

• Proven ability to manage agencies, designers, and creative resources to deliver high-quality output

• Experience managing digital platforms and social media as brand-building channels

• Data-driven mindset with experience in performance analysis and conversion optimisation

• Commercially aware with a clear understanding of how brand activity contributes to business results

• Able to balance creative thinking with practical execution in a fast-paced environment