Advertising & Promotion (A&P) Assistant Manager / Manager

Job Title: Advertising & Promotion (A&P) Assistant Manager / Manager

The A&P Assistant Manager / Manager is responsible for planning, executing, and managing all advertising and promotional activities to strengthen brand awareness, drive customer traffic, and support sales growth. This role works closely with operations, outlets, agencies, and internal teams to ensure all campaigns are effective, on-brand, on-time, and within budget. At Manager level, the role also includes strategy, budgeting, and team leadership.

Department: Marketing / Brand & Communications
Reports to: Chief Operating Officer

Key Responsibilities:

1. A&P Strategy & Planning

• Develop annual and quarterly A&P plans aligned with business objectives and sales targets

• Plan promotional calendars for festive campaigns, product launches, and tactical promotions

• Align promotions with operational readiness and outlet capabilities

• For Manager level: define brand positioning, campaign direction, and long-term marketing roadmap

2. Campaign Execution & Management

• Execute online and offline marketing campaigns (in-store, mall, digital, social, print)

• Coordinate campaign timelines, deliverables, and approvals

• Ensure consistent brand messaging across all channels

• Monitor campaign performance and recommend improvements

3. Creative & Content Management

• Work with designers, agencies, photographers, and printers on marketing materials

• Oversee creation of posters, menu boards, digital content, videos, EDMs, and POS materials

• Ensure all creatives follow brand guidelines and compliance requirements

• Review and approve artwork before production or release

4. Outlet & Operations Coordination

• Work closely with operation teams to ensure smooth campaign rollout at outlets

• Coordinate installation of promotional materials (posters, standees, displays)

• Ensure outlets understand promotion mechanics and execution requirements

• Conduct post-campaign reviews with operations team

5. Digital Marketing & Social Media Support

• Support or manage social media campaigns, paid ads, and digital promotions

• Coordinate influencer, KOL, or partnership campaigns where applicable

• Monitor online engagement, customer feedback, and brand sentiment

• Work with agencies or internal teams on digital performance optimization

6. Budget & Cost Control

• Manage A&P budgets and track spending against approved plans

• Source vendors and negotiate pricing for marketing materials and services

• Ensure cost-effective execution without compromising quality

• For Manager level: prepare annual A&P budgets and ROI analysis

7. Promotions, Events & Partnerships

• Plan and support in-store promotions, roadshows, mall events, and festive activations

• Coordinate joint promotions with tenants, partners, or landlords

• Support sponsorships, collaborations, and co-branding opportunities

8. Market Intelligence & Performance Analysis

• Monitor competitors marketing activities and market trends

• Track campaign performance metrics (traffic, sales uplift, engagement)

• Prepare post-campaign reports and insights for management review

• Use data to refine future campaigns and strategies

9. Team & Stakeholder Management

• For Assistant Manager: support manager and guide executives or junior staff

• For Manager: lead A&P team, assign tasks, coach staff, and evaluate performance

• Manage external agencies, freelancers, and vendors

• Communicate effectively with internal stakeholders and senior management

Requirements:

• Diploma or Degree in Marketing, Communications, Business, or related field

• 3-5 years experience for Assistant Manager 6-10 years for Manager level

• Strong experience in advertising, promotions, retail or F&B marketing preferred

• Good project management, coordination, and communication skills

• Familiar with digital marketing, social media, and marketing analytics

• Creative mindset with strong execution discipline

Key Performance Indicators (KPIs):

• Campaign effectiveness and sales uplift

• Timeliness and quality of campaign execution

• Brand consistency and visibility

• A&P budget control and ROI

• Outlet execution quality and compliance

• Stakeholder satisfaction (operations, management)