Beyond The Vines (BTV) is a multidisciplinary design studio based in Singapore, with physical and online retail presence in Singapore and the region. We're looking for a Senior Marketing Manager, SEA to lead marketing strategy and execution across our key SEA markets. You'll be responsible for translating BTV's global brand direction into commercially effective, locally relevant marketing strategies across SEA. The ideal candidate is both strategic and hands-on, with regional marketing experience in retail, lifestyle, fashion, or consumer brands. You'll be comfortable balancing brand-building with commercial performance while driving marketing initiatives across SEA.
Responsibilities include:
SEA Marketing Strategy & Planning
- Develop and own the annual and quarterly marketing strategy across SEA.
- Translate BTV's brand direction into market-specific marketing plans based on retail presence, e-commerce performance, customer behaviour, and market maturity.
- Build an integrated marketing calendar spanning product launches, campaigns, collaborations, retail activations, seasonal moments, and key commercial periods.
- Identify market opportunities to drive brand awareness, footfall, conversion, e-commerce growth, and community engagement.
- Partner with cross-functional HQ teams to align and execute integrated marketing initiatives.
- Develop clear campaign briefs, timelines, and success metrics for all major marketing initiatives.
Brand Events & Activations
- Lead brand events and activations across SEA, including product launches, store openings, collaborations, and community events.
- Develop activation concepts that strengthen brand awareness, customer engagement, and commercial performance.
- Partner with local teams and vendors to deliver seamless event execution.
- Build scalable activation playbooks that can be adapted across SEA markets.
- Define clear objectives and success metrics for each activation, evaluate performance, and capture key learnings to improve future initiatives.
Retail Activations & Store Marketing
- Develop retail marketing plans that drive footfall, conversion, repeat visits, and customer engagement.
- Partner with cross-functional teams to deliver compelling in-store experiences and campaigns.
- Support store openings, pop-ups, and key retail initiatives across SEA.
- Develop store activation toolkits, including campaign mechanics, staff briefings, customer talking points, signage, and content capture guidelines.
- Track retail activation performance across footfall, sales uplift, conversion, CRM sign-ups, and customer feedback to optimise future initiatives.
- Ensure retail marketing is integrated into the overall customer journey and brand experience.
Partnerships & Collaborations
- Identify and develop strategic partnerships that expand BTV's reach across SEA.
- Manage partnerships across lifestyle, design, hospitality, wellness, culture, community, landlords, malls, financial institutions, and other relevant partners.
- Evaluate, develop, and lead strategic partnerships from proposal through execution, assessing opportunities based on brand fit, audience relevance, commercial value, and execution feasibility.
- Partner with internal teams to integrate partnership activations across retail, social, PR, e-commerce, and CRM.
- Build a strong regional partnership pipeline and maintain long-term partner relationships.
Influencer Marketing, KOLs & UGC
- Lead influencer and creator strategy across the regions.
- Build a structured creator ecosystem across paid influencers, seeding, micro-creators, community advocates, stylists, editors, and brand partners.
- Develop market-specific influencer strategies based on local platform behaviour, cultural relevance, audience quality, and brand fit.
- Manage influencer campaigns end-to-end, including briefs, product seeding, paid partnerships, usage rights, content delivery, and performance tracking.
- Build and scale a UGC programme across content discovery, permissions, reposting, paid amplification, and retail or livestream integration where relevant.
- Measure creator and UGC performance across engagement, traffic, conversions, earned media value, and long-term brand affinity.
Social Media & Content Marketing
- Partner with the Social Media Manager and Brand Art Director to ensure SEA social content aligns with the global brand direction while remaining locally relevant.
- Guide market-level content calendars across campaigns, product launches, retail activations, creators, UGC, and community initiatives.
- Develop content strategies and briefs across key platforms, ensuring content is relevant, consistent, and aligned with marketing objectives.
- Review performance data to optimise content direction, formats, posting cadence, and messaging.
Livestream Strategy & Execution
- Develop and execute livestream strategies across SEA where commercially relevant.
- Partner with E-commerce, Retail, Social, and Influencer teams to deliver engaging live commerce experiences.
- Oversee livestream planning, execution, and post-live amplification.
- Measure performance and optimise formats based on engagement, conversion, and sales.
Public Relations & Media
- Lead PR strategy and media relations across SEA to strengthen BTV's brand presence.
- Develop PR opportunities around product launches, collaborations, store openings, campaigns, and brand storytelling.
- Manage PR agencies and media partners, ensuring all communications align with the brand voice and visual identity.
- Monitor media coverage and support issues management where required.
Performance Marketing & Commercial Growth
- Partner with the Performance Marketing team to align paid media with SEA marketing priorities.
- Support full-funnel campaign planning and ensure campaign assets, audiences, and commercial priorities are effectively briefed.
- Monitor key commercial metrics and recommend optimisations to improve marketing effectiveness and business outcomes.
Budgeting, Reporting & Team Management
- Own SEA marketing budgets and ensure effective planning, tracking, and ROI.
- Manage agencies, vendors, and cross-functional partners to deliver marketing initiatives.
- Set clear expectations, timelines, and performance standards across all marketing workstreams.
- Lead regular marketing reviews and provide senior leadership with updates on campaign performance, budgets, insights, and recommendations.
Requirements include:
- 8–10 years of marketing experience, preferably in fashion, lifestyle, retail, consumer goods, design-led brands, or hospitality.
- Proven experience managing marketing across multiple Southeast Asian markets.
- Strong track record in brand campaigns, retail activations, influencer marketing, partnerships, PR, social media, and performance marketing.
- Strong understanding of localising brand strategies across markets while maintaining brand consistency.
- Commercially minded, with the ability to drive revenue, footfall, conversion, customer acquisition, and ROI.
- Experience managing teams, agencies, vendors, budgets, and cross-functional stakeholders.
- Strong project management skills, with the ability to manage multiple markets and priorities simultaneously.
- Excellent communication, creative judgement, and brand storytelling skills.
- Comfortable working in a fast-paced, entrepreneurial environment.
- Based in Singapore, with willingness to travel across the region as required.
By applying for a position at BTV Group Pte Ltd, you give us consent to keep your professional profile/resume for the period of 12 months from the date of application. The purpose of retention is for us to review your experience for future openings that we may have within our Group. After that period, we would dispose of the same in a secure and proper manner. If you do not wish for us to retain your professional profile/resume, kindly let us know via email at [Confidential Information].
