Overall Responsibilities

The Manager, Regional Marketing plays a pivotal role in working together with the business unit head and alongside with regional team to develop and implement marketing strategies, with a major focus on offline retail but not limit to online program to drive licensee sell in, retail programs, retail pop-ups and products sell-through for the Licensed Property (brand) which will be align with the regional strategy as set out by the Licensor.

Main Responsibilities

Brand Management

• In consultation with business unit head and work alongside with regional franchise to develop and implement marketing campaign in line with the set market strategic with a strong focus on offline activation but not limit to online retailer program to drive licensee sell in, retail programs and products sell-through.
• Plan, oversee and execute all on-ground marketing initiatives set forth - mall events, pop-up, retailer activation etc.
• Responsible for gathering all franchise update and relevant download to the local team (Sales & Creative)
• Development of presentation proposal, brand deck update to be used in marketing pitch.
• Identify trends/opportunities across all marketplace channels to drive retail sell thru.
• Measure and analysing the results and effectiveness of each campaign to identify insights that can improve future campaign performance by assessing against goals (ROI and KPIs).
• Stay up to date with market, consumers & competitors.

Marketing & Retail Management

• Measure and analyse the results and effectiveness of each campaign to identify insights that can improve future campaign performance by assessing against goals (ROI and KPIs).
• Oversee flow of event implementation in all aspects and ensure proper implementation.
• Ensure consistent usage of marketing materials, templates, retail promotions to support events/product launch/promotions at retail.
• Coordinate all campaign launch to ensure all timelines are met by working with all relevant parties internally and externally (agencies, stakeholders, creative team etc.)
• Propose, seek approvals and monitor event budgets (P&L); seek approvals from Regional Franchise
• Post-campaign report & analysis to deliver reports on the performance of all marketing projects.
• Any other responsibilities assigned, as relevant.

Brand Visibility at Retail

• Align with local market strategy, formulate retail marketing strategies to drive retail touchpoints with key retailers. This will include marketing materials, templates, retail promotions to support product launch/ promotions at retail, as well as leading up retail meetings.
• Full visibility of licensee listing, category and product development to work on retail business planning.
• Monitor retailer feedback on licensed products and address issues with the Sales team and/or licensee, as appropriate.
• Coordinate with various stake holders (Licensor, Licensee, retailer, PLS creative and BA team) on setup and maintenance of any permanent retail corners.
• Standardize look for all retail corners and Point of Sales Materials and ensure product visibility for all licensed brands and product categories.
• Ensure Creative & BA approvals on all retail corner designs and POP materials.

Qualifications

• A Diploma in Marketing or any equivalent field with minimum 4 - 5 years' experience in retail/ marketing or related industry experience across South East Asia.
• Candidates with consumer product licensing marketing experience or a retail background specializing in consumer products.
• Fluent in written and spoken English
• Good working knowledge of MS Office - Excel, Word, Outlook, PowerPoint
• Well organized and pro-active with excellent attention to detail
• Ability to perform in a fast-paced and dynamic environment
• Skilled at fostering positive relationships and communicating effectively with partners across all organizational tiers
• Excellent communication skills (written and verbal) and people management skills
• Must be willing to travel within SEA region (once every 2 months).