Overall Responsibilities
The Manager, Regional Marketing plays a pivotal role in working together with the business unit head and alongside with regional team to develop and implement marketing strategies, with a major focus on offline retail but not limit to online program to drive licensee sell in, retail programs, retail pop-ups and products sell-through for the Licensed Property (brand) which will be align with the regional strategy as set out by the Licensor.
Main Responsibilities
Brand Management
- In consultation with business unit head and work alongside with regional franchise to develop and implement marketing campaign in line with the set market strategic with a strong focus on offline activation but not limit to online retailer program to drive licensee sell in, retail programs and products sell-through.
- Plan, oversee and execute all on-ground marketing initiatives set forth - mall events, pop-up, retailer activation etc.
- Responsible for gathering all franchise update and relevant download to the local team (Sales & Creative)
- Development of presentation proposal, brand deck update to be used in marketing pitch.
- Identify trends/opportunities across all marketplace channels to drive retail sell thru.
- Measure and analysing the results and effectiveness of each campaign to identify insights that can improve future campaign performance by assessing against goals (ROI and KPIs).
- Stay up to date with market, consumers & competitors.
Marketing & Retail Management
- Measure and analyse the results and effectiveness of each campaign to identify insights that can improve future campaign performance by assessing against goals (ROI and KPIs).
- Oversee flow of event implementation in all aspects and ensure proper implementation.
- Ensure consistent usage of marketing materials, templates, retail promotions to support events/product launch/promotions at retail.
- Coordinate all campaign launch to ensure all timelines are met by working with all relevant parties internally and externally (agencies, stakeholders, creative team etc.)
- Propose, seek approvals and monitor event budgets (P&L) seek approvals from Regional Franchise
- Post-campaign report & analysis to deliver reports on the performance of all marketing projects.
- Any other responsibilities assigned, as relevant.
Brand Visibility at Retail
- Align with local market strategy, formulate retail marketing strategies to drive retail touchpoints with key retailers. This will include marketing materials, templates, retail promotions to support product launch/ promotions at retail, as well as leading up retail meetings.
- Full visibility of licensee listing, category and product development to work on retail business planning.
- Monitor retailer feedback on licensed products and address issues with the Sales team and/or licensee, as appropriate.
- Coordinate with various stake holders (Licensor, Licensee, retailer, PLS creative and BA team) on setup and maintenance of any permanent retail corners.
- Standardize look for all retail corners and Point of Sales Materials and ensure product visibility for all licensed brands and product categories.
- Ensure Creative & BA approvals on all retail corner designs and POP materials.
Qualifications
- A Diploma in Marketing or any equivalent field with minimum 4 - 5 years experience in retail/ marketing or related industry experience across South East Asia.
- Candidates with consumer product licensing marketing experience or a retail background specializing in consumer products.
- Fluent in written and spoken English
- Good working knowledge of MS Office - Excel, Word, Outlook, PowerPoint
- Well organized and pro-active with excellent attention to detail
- Ability to perform in a fast-paced and dynamic environment
- Skilled at fostering positive relationships and communicating effectively with partners across all organizational tiers
- Excellent communication skills (written and verbal) and people management skills
- Must be willing to travel within SEA region (once every 2 months).
