Role Objectives:

• Strengthening the regional capability of Digital + Social Marketing pillar of the newly imagined e-Retail function within TR APAC, by scaling up existing capabilities and exploring breakthrough in new retail driving opportunities.

• Optimizing resource between local market and regional geography.

• Better adapted to the new ways of working to service to brand stakeholders.

Summary of key responsibilities:

Scaling up Existing Capability: Fill Bandwidth, take over specific account / brand POC

1. Digital Marketing - Lead in APAC (30%)

a) Media Planning and execution -will be dedicated to one brand cluster. Develop and execute digital and social (360) media planning, execution and optimization to drive reach, recruitment and sales conversion.

b) E-Retail Campaign Execution - Design, develop and execute online or O2O campaigns on MPs based on brand briefs to drive recruitment, engagement and conversion.\

c) Creative Development - Manage the end-to-end production of digital creative assets, ensuring timely delivery, brand consistency, and alignment with campaign objectives.

1. End-to-end management of KOL / KOS campaigns, branded livestreams, including influencer selection & vetting, relationship management, campaign briefing, budget handling, content approval, on-site management if any, and performance tracking . Support in China and Lead in Rest of APAC (20%)
2. Paid Social as a key component of our 360 Digital Media Planning. Support in China and Lead in Rest of APAC (20%)

New Capability: Build strategy, work out business case and ROI, Investment model, create pilots , optimize and commercially scale across brands and regions,

1. Omni Retail -Develop seamless omnichannel consumer journeys by incorporating innovative digital +Social strategies to drive cross channel conversion , AUS/ IPT and repurchase (e.g Leverage Social CRM on retailer handles e.g., RED, WeCom), OTA- led O2O campaigns. Lead initiatives in China and APAC with Chris. (20%)
2. Digital in Store - Bring digitally led engagement and animation in-store, especially in HPPs. Lead in APAC (10%)