Retail Marketing Leader

Job Description

Summary:

This role is responsible for increasing customer engagement and store traffic by driving local store marketing and ensuring rollout of marketing campaigns to all stores in assigned region. By leveraging their expertise and understanding of specific archetypes/ store clusters, the individual in this role contributes to the development of effective marketing activities that are tailored to the unique characteristics and preferences of the assigned region to drive sales and revenue for the region.

Key Accountabilities:

Store Cluster Understanding

• Develop a deep understanding of the various archetypes/ store clusters in the region covered.
• Analyze the unique characteristics, consumer preferences, and market dynamics specific to each archetype/ store cluster, considering both product angles and channel perspectives.
• Provide valuable insights to develop & localize LSM playbook for each store archetype/ cluster that provides guidance on how to adapt key marketing elements.
• Contribute to the development of Store Marketing plans and program activations that would best resonate and effectively drive brand awareness, customer engagement, store traffic and sales across different archetypes/ store clusters.

Store Marketing Activity Regionalization

• Develop comprehensive regional store marketing plans, BTL initiatives that align with the overall brand & product objectives, ensuring the specific needs, preferences, and cultural characteristics of each archetype/ store cluster.
• Ensure that marketing collateral, such as promotional materials, and displays, are localized to resonate with the target audience in each archetype/ store cluster. This may involve adapting the messaging, imagery, and language from launch package to reflect regional preferences and cultural sensitivities.
• Customize and recommend marketing tactics, promotions, traffic generators and engagement initiatives that align with the specific needs and preferences of the target audience in each archetype/ store cluster.

Regional Store Marketing Commerce

• Drive local Store Marketing activities (Nationwide, customized activities, New store opening from 3rd month opening, down store…) and ensure rollout of marketing campaigns to all stores in the region.
• Provide valuable insights to determine the product assortment for each archetype/ store cluster, considering regional preferences, local tastes, and market trends to ensure that the product offerings are tailored to meet the specific demands of the customers.
• Collaborate with RM/AM & regional DMs to understand their local insights, challenges, and opportunities to better tailor marketing activities, providing guidance, target commitment and support to ensure execution and implementation of BTL marketing activities within the region.
• Provide regional forecast with ROI, budget tracking.

Performance Tracking and Analysis

• Monitor the performance of in-store marketing initiatives within each archetype/ store cluster.
• Track key performance indicators (KPIs) such as sales, redemption rates, and customer feedback to assess the effectiveness of regionalized marketing efforts.
• Analyze data and insights to make data-driven decisions and recommendations for future activities.

Job Requirement

• 04+ years of experience in the FMCG/ Retail/ Food & Beverage industry, with an emphasis on coffee and tea is a plus.
• Experience in designing and executing BTL marketing activities, preferably within the retail, food & beverage, or consumer goods industry.
• Understanding of retail marketing principles and strategies, particularly in the context of BTL marketing.
• Knowledge of consumer behaviors, market dynamics, and regional nuances within the retail industry.
• Ability to collaborate effectively with cross-functional teams and external partners/ vendors
• Proficiency in Microsoft Office and marketing software/tools
• Excellent written and verbal skills in Vietnamese and English