Senior Executive, Marketing/Retail & Special Projects

The Senior Executive, Marketing/Retail & Special Projects plays a pivotal role in working together with the Business Unit Head (BUH) to develop and implement marketing strategies, with a major focus on digital but not limit to offline 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.

Overall Brand Management

• 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 and analysis to deliver reports on the performance of all marketing projects.

• 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 grow both online & offline business.

• Stay up to date with market, consumers & competitors.

• 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).

• Any other responsibilities assigned, as relevant.

Online Responsibilities

• Plan and manage all digital marketing campaigns across paid and organic channels/KOLS to drive business growth and brand affinity.

• Lead the development, implementation, and management of all digital plans (E.g.: Digital campaigns) to build/grow brand awareness and affinity.

• Develop & activate local marketing strategies for various online marketplaces and our e-commerce Platforms (Shopee, PChome, Momo, Books etc.).

• Drive local e-Commerce business growth by analysing trends/opportunities, executing, and implementing tactical programs to improve execution of campaigns to increase online sales.

• Drive e-commerce/digital strategies integrated with offline marketing plans (O2O) to deliver commercial impact that meets KPIs (traffic, conversion, site experience etc.).

• Coordinating digital campaign launch to ensure all timelines are met by working with all relevant parties internally and externally (agencies, stakeholders, creative team, content team etc.).

• Identify trends and insights and optimize spend and performance based on the insights to meet commercial goals and KPIs.

• Measure and analysing results and effectiveness of each digital activation to identify insights that can improve future campaign performance by assessing against goals (ROI and KPIs).

Offline Responsibilities

• Developing a 365 plans/roll out of marketing campaigns to drive brand awareness and support retail sell-through with strategic retailers.

• Plan and execute all on-ground marketing initiatives set forth - exhibitions, pop-up events/stores etc.

• Full visibility of licensee listing, category, and product development to work on retail business planning & marketing activations.

• Monitor retailer feedback on licensed products and address issues with Sales team and/or licensee, as appropriate.

• Responsible for setting up of retail POP/POSM with key retailers (Coordinate with various stakeholders inclusive of licensor, Licensee, retailer, PLS commercial and BA team) to ensure significant brand & product visibility.

• Standardize look for all retail corners, Point of Sales Materials to ensure product visibility across licensed brands and product categories.

• Implementing and managing all permanent retail corners supported by a 365-marketing strategy.

• Ensure Creative & BA approvals on all retail corner designs and POP/POSM materials.

Job Requirements

• Candidate must possess at least a Diploma in Marketing or Mass communication or any equivalent field with minimum 3 years experience in retail/marketing or related industry experience

• Experience in retail events activation is preferred

• 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

• Excellent communication skills (written and verbal) and people management skills