Head of Marketing

1. Job Overview

The Head of Marketing (Strong in Digital) is responsible for leading the overall marketing strategy to build brand awareness, acquire new customers, and drive traffic to physical stores.

This role requires a strong digital-first mindset, combined with the ability to integrate offline marketing activities to maximize customer reach and conversion. The objective is to ensure that all marketing efforts—both online and offline—work together to influence customer behavior and deliver measurable business impact.

2. Key Responsibilities

2.1. Marketing Strategy & Customer Growth

• Develop and execute an integrated marketing strategy aligned with business expansion goals
• Drive customer acquisition and increase brand visibility across both digital and offline channels
• Define KPIs and ensure consistent tracking of marketing effectiveness

2.2. Digital Marketing Leadership (Core Focus)

• Lead performance marketing across platforms (Facebook, Google, TikTok, Zalo, etc.)
• Convert digital reach into store visits and purchases
• Optimize campaigns for ROI, cost efficiency, and scalability
• Build a strong online presence and drive customer engagement

2.3. Offline Marketing & Store Traffic Optimization

• Design and execute offline marketing initiatives (in-store campaigns, POSM, local activations)
• Ensure consistency between online messaging and in-store experience
• Optimize traditional channels (e.g., leaflet, flyer distribution) and integrate them with digital campaigns
• Continuously evaluate and improve cost-effectiveness of offline vs digital channels

2.4. Local Area Marketing (Online + Offline Integration)

• Develop hyper-local campaigns tailored to specific store locations
• Lead marketing plans for new store openings (pre-launch → launch → post-launch)
• Align marketing activities with local customer behavior and demographics

2.5. Content & Brand Management

• Build and manage content strategy across digital and offline touchpoints
• Ensure clear, simple, and consistent brand messaging
• Develop campaigns that drive both awareness and immediate action

2.6. Data & Performance Management

• Track key metrics such as brand awareness, customer acquisition, store traffic, and ROI
• Analyze customer insights and campaign performance to optimize strategies
• Build reporting systems to support data-driven decision-making

2.7. Team Leadership & Cross-functional Collaboration

• Build, lead, and develop a high-performing marketing team
• Manage external agencies and partners
• Work closely with Operations, Sales, and Expansion teams to support business growth

3. Requirements

• Bachelor’s degree in Marketing, Business, or a related field
• Minimum 6–10 years of experience in marketing, with strong expertise in digital marketing
• Proven track record in performance marketing and customer acquisition
• Experience managing both online and offline marketing activities
• Background in retail, FMCG, or multi-location business is highly preferred
• Strong analytical and data-driven mindset
• Demonstrated leadership and stakeholder management skills
• Good command of English