F&B Marketing 101 by Wavemakers Collective
About the 101 Series
Welcome to the 101 Series by Wavemakers Collective — a collection of practical, beginner-friendly workshops designed to equip entrepreneurs, business owners, and aspiring marketers with the essential skills needed to grow their brands with confidence.
Each 3-hour session focuses on a specific area of business and marketing, combining real-world insights, hands-on activities, and actionable frameworks that participants can immediately apply to their own ventures.
This two-part edition of the 101 Series focuses on F&B and Hospitality Marketing, exploring how businesses can better understand their customers, position their offerings, and create content that attracts, engages, and converts.
About This Workshop
Duration: 3 Hours
Format: Interactive Workshop
Capacity: Limited to 16 Participants
Many F&B businesses focus on posting more content, running promotions, or chasing the latest social media trends. Yet the most successful brands understand that effective marketing starts long before the first post goes live.
In this interactive workshop, participants will learn the building blocks of F&B marketing through three essential pillars: understanding your customers, understanding your menu, and creating content that drives both cravings and connection. Through practical exercises and real-world examples, participants will leave with a clearer marketing strategy that they can immediately apply to their business.
What You'll Learn
How to identify and understand your target customers
How to position your menu as a marketing tool
How to identify hero dishes and signature offerings
The different types of content every F&B brand should create
A simple framework for creating content that drives awareness, engagement, and sales
Who Should Attend?
Restaurant and café owners
Food entrepreneurs
Beginner marketers
F&B managers and supervisors
Anyone interested in learning the foundations of F&B marketing
About Your Trainers
Nadzirah Hashim, Co-Founder, Wavemakers Collective
Nadzirah Hashim is a marketing strategist and entrepreneur with over 10 years of experience helping brands grow through effective positioning, customer insights, and content strategy. As Co-Founder of Wavemakers Collective, she has worked with businesses across hospitality, retail, wellness, and F&B to build marketing strategies that drive sustainable growth.
She is also the co-founder of Flavors of Mexico Asia, giving her firsthand experience in building, operating, and marketing food businesses in a highly competitive industry. Combining strategic marketing expertise with real-world F&B experience, Nadzirah helps business owners and marketers create brands that customers remember, talk about, and return to.
Rachel Lai, Co-Founder, Wavemakers Collective
Rachel Lai is a hospitality and brand strategist with over 12 years of experience across service, operations, marketing, management, and sales. With a background spanning hotels, hospitality brands, and customer experience-led businesses, she understands what it takes to create meaningful guest experiences that drive loyalty and long-term brand growth.
As Co-Founder of Wavemakers Collective, Rachel has worked with hospitality brands across Southeast Asia, including Miru Collection, Lelewatu Sumba, Impiana Seminyak, and Novotel Manado. She combines strategic thinking with hands-on industry experience to help businesses strengthen their customer journey, service culture, and brand experience.
Rachel also serves as a Board Advisor for HSMAI Asia Pacific (Hospitality Sales and Marketing Association International), contributing to the advancement of hospitality sales, marketing, and commercial excellence across the region.