Brand & Store Experience Lead

Brand & Store Experience Lead

The Role

As our Brand & Store Experience Lead, you&aposll be the creative engine behind PlayMade&aposs rapid-fire campaign cycles. You&aposll lead end-to-end campaign development from ideation to execution, ensuring every seasonal launch and partnership create buzz and drive sales across our retail outlets. This role demands a high-performance mindset with the independence to manage multiple campaigns simultaneously while maintaining our brand&aposs innovative edge.

Your Mission

Campaign Strategy & Ideation: Develop creative campaign concepts for 30-45 day seasonal product and partnership cycles, ensuring each launch captures market attention and drives foot traffic

Retail Activation Leadership: Design and execute in-store promotional mechanics, merchandising strategies, and outlet-specific campaigns that maximize sales performance

Cross-Functional Orchestration: Lead pre-launch coordination across R&D, operations, outlets, and external partners to ensure flawless campaign execution

Campaign Brief Development: Create comprehensive campaign briefs for all outlets, ensuring consistent brand execution and measurable results

Launch Excellence: Manage end-to-end launch processes including pricing strategies, inventory allocation, promotional material distribution, and performance tracking

Agency Partnership: Brief external creative agencies, provide strategic direction, and ensure deliverables meet PlayMade&aposs high standards

Performance Optimization: Analyze campaign effectiveness, identify optimization opportunities, and implement data-driven improvements for future launches

Innovation Pipeline: Stay ahead of F&B trends, identify trend-jacking opportunities, and develop reactive campaigns that keep PlayMade culturally relevant

Stakeholder Management: Present campaign strategies to leadership, manage expectations, QC creative outputs and communicate results across departments

What We&aposre Looking For

Experience & Qualifications:

Bachelor&aposs degree in Marketing, Business, or related field

3-5 years of marketing experience, preferably in retail, FMCG, e-commerce, F&B, or lifestyle

Proven track record of managing multiple campaigns simultaneously with tight deadlines

Experience with seasonal product launches and promotional campaign management

Agency management experience with creative brief development and quality control

Core Competencies:

High-Performance Mindset: Thrives under pressure, delivers exceptional results consistently

Creative Strategic Thinking: Balances creativity with commercial objectives

Independent Leadership: Self-directed with strong decision-making capabilities

Resourceful Problem-Solving: Finds solutions quickly, adapts to changing priorities

Cross-Functional Communication: Excellent stakeholder management and presentation skills

Data-Driven Approach: Comfortable with performance analytics and optimization

Bonus Points:

F&B or bubble tea industry experience

Experience with mall marketing and retail partnerships

Knowledge of Singapore&aposs retail landscape and consumer trends

Familiarity with influencer marketing and social commerce