Brand & In- Store Experience Senior Specialist

Job Description

Job Purpose:

The Brand & In-store Experience Specialist is responsible for ensuring the effective implementation of regional brand guidelines and campaign strategies across all Starbucks stores in Vietnam. This role requires a deep learning and understanding of Starbucks' operational environment, with a strong focus on executing in-store initiatives that align with the brand’s premium positioning.

Key Responsibilities:

1. Brand & Campaign Guidelines:
   • Thoroughly understand and apply the regional brand and campaign guidelines to ensure consistent brand representation across all Starbucks stores.
   • Develop briefs and prepare necessary marketing assets for in-store execution, ensuring alignment with regional standards and local business needs.
2. In-store Campaign Management:
   • Develop and execute local marketing campaigns to drive traffics across the market.
   • Work closely with Product and Online teams to create integrated marketing communication (IMC) plans that effectively reach target audiences.
   • Design and implement in-store marketing programs to support Operations in driving sales.
   • Collaborate with the Operations team to ensure seamless execution of in-store campaigns that enhance customer experience.
   • Produce report and analysis post campaigns for key learnings to internal and stakeholders for future improvements.
3. Guideline Creation & Implementation:
   • Create and maintain essential guidelines to support Operations in executing marketing programs consistently across all locations.
   • Provide training and support to Operations teams to ensure thorough understanding and adhereance to these guidelines.

4. Budget Management:

o Budget Planning: Assist in the preparation of the marketing budget for in-store and local campaigns, ensuring alignment with overall business goals.

o Budget Tracking: Monitor and control the allocated budget for each campaign, ensuring that expenditures stay within approved limits.

o Cost Optimization: Work with vendors and internal teams to optimize costs without compromising the quality and effectiveness of marketing activities.

o Reporting: Regularly report on budget utilization, providing insights and recommendations for future campaigns to improve cost efficiency.

Job Requirement

• Education & Experience:
  • Bachelor’s degree in marketing, Business, or a related field.
  • Minimum 5 years of experience in a similar role, preferably within the retail or F&B industry.
• Skills:
  • Strong understanding of brand management and in-store marketing.
  • Proven ability to manage multiple projects simultaneously with tight deadlines.
  • Excellent communication skills in both Vietnamese and English, with the ability to collaborate effectively with key stakeholders.
  • Experience working with creative teams to develop briefs and inspire innovative marketing solutions.
  • A proactive and result-driven mindset with a focus on achieving business goals.
• Personality Traits:
  • Highly motivated, detail-oriented, and able to work independently.
  • Strong sense of responsibility and a commitment to achieving excellence in all tasks.
  • Ability to work well under pressure and adapt to changing priorities.
  • Good team player with excellent interpersonal skill
  • Good sense of aesthetic and creativity.