Head of Brand & Marketing (Multilingual Russian)

Location: Dubai, United Arab Emirates Employment type: Full-time Salary: AED 30,000-35,000 per month (total package)About PechkaPechka is a Dubai food brand built on Russian and Eastern European home-style cooking.

We started with pies baked to family recipes. Today we have a café and bakery in Dubai Marina, delivery and pickup from Dubai Marina, Business Bay and Arjan, and our own production facility supplying wholesale and B2B customers, including retail chains.Customers order through our website and app (with a rewards programme) and through Talabat, Deliveroo, Careem, Noon, Keeta and Instashop. We also cater corporate and private events, and Pechka Market delivers Eastern European groceries alongside our food.The roleYou will own the Pechka brand and make sure it feels the same everywhere: in the café, in delivery, on packaging, on social media, at events and pop-ups, and on supermarket shelves. You will lead a team of three (digital and SEO, delivery-platform marketing, content and community) plus freelancers, reporting directly to the owner. You will work closely with the FMCG manager, sales, kitchen, production and operations.What you’ll doBrandDevelop the brand platform: positioning, values, story, audiences, personality and tone of voice in English and RussianShape the brand architecture across Pechka, Pechka Market, catering and the production range, and own naming and positioning of new linesMaintain the visual identity and brand book, and approve all layouts: menus, packaging, signage, website, app, advertising and B2B materialsAct as creative director: brief and sign off photographers, designers and agenciesWrite brand standards for partners and franchiseesStudy customers and the market to understand how Pechka is perceived and where to go nextContent and socialPlan and run photo and video shoots for dishes, catering and productsCreate content hands-on: short videos (Reels, TikTok), social graphics, banners, menus and presentationsOwn Instagram, TikTok, Facebook and Telegram, including content plans, community replies and user-generated contentPR, events and pop-upsWork with media and pitch stories (family recipes, seasonal launches, new products)Select, brief and measure bloggers and influencersBuild partnerships and take part in cultural, charity and community projectsOrganise tastings, launches, masterclasses and celebrations such as MaslenitsaHelp run pop-up stores: concept, stand design, range and pricing, logistics, promotion and resultsOwn the brand’s reputation, including crisis communicationsProducts, menu and pricing (with kitchen and production)Propose new dishes and products based on sales, feedback and trendsPlan seasonal menus and launches a year ahead (Maslenitsa, Easter, Ramadan, New Year)Run tastings, keep costings current, control food cost and marginPropose prices for each channel, allowing for commissions and retailer marginsPackaging and retailOwn packaging concept, design, suppliers and cost for delivery, catering and retailWork with the FMCG manager to meet UAE labelling and product registration requirementsDefine how the brand looks on shelf and in B2B: labels, catalogues, buyer presentations and trade-show stands (e.g. Gulfood)Delivery platforms and direct ordersManage relationships with platform account managers and keep menus, photos, descriptions and prices accurateApprove platform ads and promotions, measure returns and stop what doesn’t payTrack ratings, cancellations and complaints and fix causes with operationsRun advertising on social media, Google and with influencers; grow orders through our own website and app; oversee SEO and Google Business ProfilesReviews, loyalty and CRMOrganise replies to reviews on Google and delivery platforms in English and RussianHandle complex customer cases and turn repeat complaints into fixesRun the loyalty programme (tiers, cashback points, welcome and birthday offers, gift cards, promo codes) and track its economicsBuild email, SMS and WhatsApp communications: segments, trigger flows and win-back campaignsTrack retention, order frequency, average order value and churnCateringBuild the catering offer with the kitchen and sales, prepare sales materials, and generate leads through digital channels, outreach and venue partnershipsBudget and teamOwn the marketing budget across all business lines and report monthly on spend and resultsLead and develop the marketing team and freelancersNote: negotiations with retail chains and B2B clients are handled by the FMCG manager and sales team and are not part of this role.Your first 90 daysMonth 1: a brand audit across every touchpoint, an audit of the loyalty programme, and meetings with key internal teams and platform account managersMonth 2: first fixes (consistent menus, photos and prices across channels, a review-response routine, a 12-month seasonal calendar, refreshed catering materials)Month 3: the brand concept for the coming years and a 12-month marketing plan with budget, targets and loyalty plan, plus a proposal for team structureWhat you bring5+ years in brand management or marketing, including 3+ years in food (restaurants, delivery, catering, FMCG) or at a branding agency with food clientsProven experience creating or developing a brand concept (positioning, brand platform, visual identity, brand book), with portfolio examplesExperience running a loyalty programme and CRM marketing: mechanics, economics, segmentation, email, SMS and WhatsApp, retention analysisPR experience across media, influencers and eventsHands-on video and graphics skills (CapCut, Premiere Pro or similar; Figma, Photoshop, Illustrator or Canva) and the ability to prepare and check print-ready filesA trained eye for design and photography, and a palate the team can trust at tastingsTeam leadership experience and a track record of working with freelancers, agencies and sales teamsStrong commercial skills: costings, margin, pricing, ROI and loyalty economics in Excel or Google SheetsA calm, fair approach to handling customer complaintsMultilingual: fluent English is required. Professional-level Russian is a strong advantage, as our brand communicates in both English and RussianNice to haveExperience with a rebrand or launching a new brand or sub-brandExperience with delivery platforms (Talabat, Deliveroo, Careem, Noon, Keeta, Yandex Eda, Wolt, Glovo)Experience with Brevo or similar email and messaging platformsRetail packaging developmentPop-up and off-site sales experienceKnowledge of Russian and Eastern European cuisineArabicWhat we offerAED 30,000-35,000 per month (total package)UAE employment visaMedical insurancePaid annual leaveHow to applySend your CV and portfolio to hr@pechka.ae with the subject “Head of Brand & Marketing”. Include 3-5 pieces of work with results in numbers (brand concepts, campaigns, launches, packaging, and videos or graphics you made yourself). In a short cover note, tell us how you see the Pechka brand today and what you would change first.