The Virtual Brand Manager leads the performance of delivery-only and takeaway-focused brands, ensuring they are commercially strong, operationally consistent, and well-positioned across third-party platforms and direct channels. This role bridges marketing, menu strategy, kitchen execution, and customer experience to grow sales, protect brand standards, and build repeat business in a fast-moving digital sales environment.
Position Overview
- Purpose of the role
- Own the end-to-end performance of one or more virtual brands, cloud kitchen concepts, or takeaway offerings.
- Drive sales, profitability, and customer satisfaction through strong menu design, pricing, platform optimisation, promotions, and operational control.
- Ensure the brand delivers a consistent guest experience even though it operates without a traditional front-of-house presence.
- Where the role sits and reporting line
- Sits within the Delivery, Cloud Kitchen & Takeaway function, working closely with Kitchen Operations, Marketing, Finance, Procurement, and Customer Experience teams.
- Typically reports to the Head of Delivery Operations, Commercial Manager, or General Manager, depending on the structure of the venue or group.
- May coordinate with chefs, digital marketing specialists, and third-party delivery partners to execute the brand plan.
- Key areas of responsibility
- Manage virtual brand strategy, including positioning, target audience, and menu identity.
- Monitor sales performance, order volumes, average check, margins, and customer ratings across delivery platforms and takeaway channels.
- Work with culinary and operations teams to develop menus that are profitable, operationally efficient, and suitable for delivery.
- Optimise listings, photography, descriptions, pricing, bundles, and promotions on delivery apps and direct-order channels.
- Review feedback, resolve service issues, and implement improvements to protect brand reputation.
- Track competitor activity, delivery trends, and guest demand to support growth and innovation.
- Type of person who succeeds in this role
- Commercially minded, data-driven, and highly organised, with strong attention to detail.
- Comfortable working in a fast-paced environment and balancing brand thinking with operational realities.
- Collaborative, proactive, and able to influence teams across kitchen, marketing, and operations.
- Customer-focused, digitally savvy, and able to turn insights into practical actions that improve sales and guest loyalty.