A&P (Assistant) Manager

ROLE PURPOSE

As a A&P Manager, you will be responsible strategic planning, budget ownership, and end-to-end execution of all Advertising & Promotion activities, including mall campaigns, events & decorations, digital marketing, CRM & loyalty programs, branding, and casual leasing marketing.

This role plays a critical part in driving mall traffic, enhancing brand visibility, supporting tenant sales, and generating additional revenue, while ensuring high-quality execution through strong team leadership and agency management.

KEY RESPONSIBILITIES

1. Mall Campaign & Promotion Management

- Develop and execute annual and seasonal A&P strategies, covering campaigns, promotions, events, CRM, PR, and digital marketing.

- Lead the A&P team in delivering integrated mall-wide campaigns, including seasonal events, decorations, promotions, CRM activations, and tenant support.

- Drive brand visibility across online and offline touchpoints, including digital platforms and in-mall communications.

- Monitor market trends, customer behavior, competitor activities, and technology developments to continuously enhance campaign effectiveness.

- Work closely with Leasing, Operations, Finance, HR/Admin, and Customer Service teams to ensure seamless execution.

2. Digital Marketing, Public Relations & Crisis Management

- Lead Digital & PR team and agencies to plan and execute online-to-offline strategies that drive mall visitation.

- Oversee content and performance across social media, website, mobile app, and owned media channels.

- Monitor brand sentiment, proactively manage issues, and escalate crisis situations to senior management when required.

3. Casual Lease and Revenue generation

- Collaborate with event and advertising agencies to attract high-quality casual lease events and advertisers.

- Manage marketing aspects of all event and advertising spaces, including indoor/outdoor event areas, billboards, façade logos, banners, lifts, walls, and pillars.

- Conduct market surveys and propose competitive rental rates for event and advertising spaces.

- Ensure compliance with mall guidelines, contracts, and operational requirements.

4. Loyalty & Membership Program (CRM)

- Lead the development and execution of CRM & loyalty programs, including points accumulation, redemption, tier benefits, and member-exclusive offers.

- Drive member acquisition, active rate, engagement, and repeat visitation.

- Ensure smooth reward redemption operations and support Customer Service teams with CRM processes.

- Track and report CRM-driven traffic, tenant sales contribution, and cost efficiency.

- Collaborate with partners and tenants to enhance member benefits and incentives.

5. Tenant Supports & engagement

- Work closely with tenants to develop co-branded promotions, joint campaigns, push tenant sales.

- Support new store openings with strong marketing exposure and launch plans.

6. Reporting & Performance Tracking

- Track campaign and event performance using KPIs such as footfall, sales uplift, engagement, reach, and cost efficiency.

- Prepare monthly and quarterly reports, insights, and strategic recommendations for management.

- Conduct post-campaign evaluations to optimize future activities.

7. Budget & Vendor Management

- Plan, manage, and control the annual A&P budget, ensuring effective allocation and cost optimization.

- Lead vendor sourcing, negotiation, and management including event agencies, creative agencies, production suppliers, media partners, and CRM vendors.

- Ensure vendors deliver on time, within budget and to required quality standards.

8. Team Leadership

- Lead, coach, and develop the A&P team, fostering a collaborative, accountable, and high-performance culture.

- Set clear objectives, provide regular feedback, and conduct performance evaluations.

- Encourage creativity, execution excellence, and continuous improvement.

9. Other Responsibilities

Perform other tasks as assigned by the line manager.

QUALIFICATIONS

- Bachelor’s degree in Marketing, Communications, Business, Event Management, or related fields.

- Minimum 5–7 years of experience in Advertising, Promotion, Events, or Marketing, with at least 2–3 years in a managerial role.

- Has experience in CRM or loyalty programs, preferably in retail, shopping malls, F&B, or e-commerce.

- Strong background in shopping mall, retail, FMCG, or agency environments.

- Proven track record in delivering large-scale events and integrated marketing campaigns.

CORE COMPETENCIES

- Strong leadership and stakeholder management.

- Excellent project, vendor, and budget management.

- High creativity with strong aesthetic sense and attention to detail.

- Data-driven decision making and performance analysis.

- Customer-centric and results-oriented.

- Ability to work under pressure in a fast-paced environment.

- Fluent English (written and spoken) is an advantage.