Marketing Manager

Position Summary:

o Lead and manage all marketing activities of Si Mer to drive sustainable growth across Brand, Food & Beverage, Retail FMCG, Digital Commerce and Merchandise businesses.

o Responsible for building the brand, increasing customer traffic, improving sales productivity, developing product portfolios, and expanding revenue streams through merchandise, gifts and branded products.

o Act as a key business partner of Operations, Merchandising, Procurement, Product Development and Finance to ensure all marketing initiatives support commercial objectives.

Business & Marketing Strategy

o Develop annual marketing strategy aligned with company business objectives.

o Build and execute quarterly and monthly marketing plans.

o Identify growth opportunities through customer insights, market trends and competitor analysis.

o Monitor business performance and propose initiatives to improve: Traffic, Conversion, Basket Size, Purchase Frequency, Customer Lifetime Value,…

o Own marketing budget and ensure efficient ROI.

Brand Management

o Build and strengthen Si Mer brand positioning.

o Define and maintain brand identity across all touchpoints.

o Lead communication strategy and content direction.

o Manage brand campaigns, seasonal campaigns and product launches.

o Ensure consistency between: Store experience, Product experience, Communication experience.

o Build long-term brand equity while supporting short-term sales objectives.

Retail & Trade Marketing

o Develop trade marketing programs to drive store traffic and sales.

o Build annual promotion calendar.

o Design in-store customer journey and purchase triggers.

o Manage POSM development and deployment.

o Collaborate with Operations to improve: Customer experience, Conversion rate, Attach rate, Category penetration.

o Develop local store marketing initiatives for new store openings and key trade areas.

Product Marketing

o Manage product portfolio strategy across: Food & Beverage, Drinks, Ready-to-Eat meals, Snacks, Seasonal products, Retail FMCG, OEM,…

o Responsibilities:

▪ Analyze customer demand and consumption behavior.

▪ Participate in product innovation process.

▪ Develop launching plan for new products.

▪ Lead pricing and promotion strategy.

▪ Monitor product performance and recommend actions for growth or optimization.

CRM & Digital Commerce

o Develop membership and loyalty programs. o Increase customer retention and purchase frequency.

o Lead CRM campaigns through internal app, drive sales from Delivery platforms, E commerce, Social commerce.

o Monitor acquisition cost, retention and customer value. Merchandise & Brand Extension

o Develop and manage merchandise business including: Apparel, Accessories, Gifts, Collectibles, Lifestyle products, Corporate gifting,…

o Responsibilities:

▪ Build annual merchandise growth roadmap.

▪ Develop product concepts with Design and Merchandising teams.

▪ Collaborate with suppliers and manufacturing partners.

▪ Launch merchandise collections and seasonal drops.

▪ Explore licensing and co-branding opportunities.

▪ Manage merchandise P&L performance.

Cross-functional Leadership

o Work closely with: Operations, Merchandising, Procurement, Product Development, Supply Chain, Finance, HR,… to ensure all initiatives are executed on time and in full.

o Build and continuously improve cross-functional processes to support business growth. Team Management

o Lead and develop marketing team including: Brand Marketing, Trade Marketing, CRM & Digital Commerce, Design / Creative, Merchandise Marketing

o Coach team members and build a high-performance culture.

o A proactive person who can align, discuss, and provide solutions in a result-oriented way.

o Bachelor’s degree in Marketing, Business Administration, or a relevant field.

o 7+ years of experience in Brand Marketing, Trade Marketing, Digital Commerce, Sales driven Marketing, or Overall Marketing.

o Background experience in F&B, Retail, FMCG, e-wallets, food delivery platforms, or e commerce is preferred.

o Strong skills in data and market analysis, multitasking, communication, and negotiation.