A&P Executive

ROLE PURPOSE

The A&P Executive is responsible for managing SC VivoCity's owned media channels, CRM and loyalty programs, and tenant marketing initiatives to drive brand awareness, customer engagement, footfall and sales. Working closely with agencies, vendors, and tenants, this role supports the planning and execution of integrated marketing campaigns while delivering a seamless customer experience across both digital and physical touchpoints.

KEY RESPONSIBILITIES

1. Owned media and content management:

·       Manage and grow SC VivoCity's owned channels, including Facebook, Instagram, TikTok, LinkedIn, Zalo, YouTube, Website, and SC Rewards+ App.

·       Develop and execute content calendars aligned with marketing campaigns, events, and business objectives.

·       Coordinate with agencies and vendors to produce engaging content and campaign assets.

·       Monitor channel performance and optimize content based on audience insights and engagement metrics.

·       Ensure brand consistency across all communication platforms.

2. Tenant marketing and engagement:

·       Collaborate with tenants to support their marketing objectives and encourage participation in mall-wide campaigns, promotions, and CRM initiatives.

·       Manage tenant promotions, content, and marketing information for publication across SC VivoCity's communication channels.

·       Identify and develop joint marketing opportunities to enhance tenant visibility, customer engagement, and sales performance.

·       Build and maintain strong relationships with tenants to support effective campaign execution. 

3. CRM and Loyalty program management:

·       Support the operation, maintenance, and enhancement of the SC Rewards+ App and CRM platform.

·       Plan and execute CRM campaigns through push notifications, email, SMS, and in-app communications.

·       Drive member acquisition, engagement, retention, and reactivation initiatives. Coordinate with CRM vendors to resolve operational issues and improve user experience.

·       Monitor and analyze CRM performance, providing recommendations to strengthen loyalty benefits and customer engagement programs.

4. Campaign management and reporting:

·       Support the planning and execution of integrated marketing campaigns across digital and offline channels.

·       Coordinate campaign timelines, creative assets, budgets, and vendor deliverables.

·       Prepare regular performance reports covering social media, CRM, campaign effectiveness, and tenant participation.

·       Monitor market trends, customer insights, and competitor activities to identify opportunities for improvement.

 5. Brand reputation and communication support:

·       Monitor owned media channels for customer feedback, complaints, and potential reputation risks.

·       Escalate critical issues to management in a timely manner and support resolution efforts.

·       Coordinate with agencies and internal stakeholders on response communications when required.

·       Assist in preparing customer communications, FAQs, and updates during special situations or crisis incidents.

QUALIFICATIONS

- Bachelor’s degree in Marketing, Communications, Business or a related field.

- 3-5 years of experience in a marketing communications role, preferably within the retail or shopping mall industry.

- Experience in digital marketing, social media management, and agency coordination

- Have previous experience or understanding of CRM/ loyalty management is an advantage

- Excellent written and verbal communication skills in Vietnamese and English.

- Strong project management and organizational skills.

- Creative mindset with current industry knowledge and an ability to meet deadlines and budget constraints.

- Self-motivated, responsible, and able to work independently or as part of a team.

- Willingness to work under pressure and flexible hours when needed.

CORE COMPETENCIES

- Strategic Thinking: Ability to align communication plans with brand strategy and business goals.

- Creativity & Innovation: Generate original and impactful ideas across media and platforms.

- Digital Fluency: Understand and apply digital trends and tools effectively.

- Communication: Excellent presentation, interpersonal, and storytelling skills.

- Execution Excellence: Manage multiple projects with attention to detail and high accountability.

- Collaboration: Foster positive relationships with tenants, vendors, and cross-functional teams.

- Adaptability: Stay calm and resourceful in fast-paced or unexpected situations.