Store Marketing Senior Executive

Job overview:

This role is responsible for supporting the Store Marketing Manager in increasing customer engagement and store traffic by managing local store marketing and implementing the rollout of marketing campaigns to all stores in the assigned region. By leveraging their expertise and understanding of specific archetypes and store clusters, the individual in this role contributes to the development of effective marketing activities tailored to the unique characteristics and preferences of the assigned region, ultimately driving sales and revenue.

Job Description:

Store Marketing Activity Regionalization

• Understand the various archetypes/ store clusters in the covered region.
• Assist in developing 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.
• Propose adaptations to messaging, imagery, and language from the launch package to reflect regional preferences and cultural sensitivities, ensuring that marketing collateral, such as promotional materials and displays, is localized to resonate with the target audience in the assigned region.

Regional Store Marketing Commerce

• Implement local Store Marketing activities (nationwide, customized activities, new store openings from the third month, down-store activities) and ensure the rollout of marketing campaigns to all stores in the assigned region.
• Assist in providing valuable insights to determine the product assortment for each archetype/store cluster, considering regional preferences, local tastes, and market trends to ensure that product offerings meet the specific demands of customers.
• Proactively collaborate with RM/AM and regional DMs to understand local insights, challenges, and opportunities, proposing better marketing activities and providing guidance, target commitments, and support to ensure the execution and implementation of BTL marketing activities within the assigned region.
• Provide regional forecasts, including ROI and budget tracking.

Performance Tracking and Analysis

• Monitor the performance of in-store marketing initiatives within the assigned region.
• 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 propose data-driven decisions and recommendations for future activities.

• Bachelor's degree in Marketing, Business Administration, or a related field
• 03+ years of experience in the FMCG/ retail/ food & beverage industry, emphasis on coffee and tea is a plus.
• Experience in executing BTL marketing activities, preferably within the retail, food & beverage, or consumer goods industry.
• Understanding of store marketing principles and strategies, particularly in the context of BTL marketing.
• Knowledge of consumer behaviors, market dynamics, and regional nuances within the retail industry is a plus.
• Ability to manage multi-store operations independently with minimal supervision.
• Strong communication and interpersonal skills.
• Demonstrate adaptability in a fast-paced environment.
• Ability to collaborate effectively with cross-functional teams and external partners/ vendors.
• Proficiency in Microsoft Office and marketing software/tools.
• Proficiency in written and verbal communication in Vietnamese and English is a plus.