Local Marketing Manager

Expansion & New Store Opening (NSO) Leadership
- Lead end-to-end marketing planning for New Store Openings across Hanoi and the Northern region, from pre-launch to post-opening performance stabilization.
- Develop localized go-to-market strategies aligned with regional customer behavior and competitive landscape.
- Coordinate cross-functional teams (Operations, Design, Supply Chain, Marketing) to ensure timely and effective store launches.
- Define opening playbooks including promotion strategy, local partnerships, and activation plans to maximize first 90-day performance.
- Monitor post-opening KPIs and propose optimization actions to accelerate store maturity.
Local Store Marketing (LSM) & Market Growth
- Own regional LSM strategy to drive traffic, sales uplift, and customer acquisition at store level.
- Design and execute localized campaigns tailored to Northern consumer insights and seasonal demand patterns.
- Manage turnaround plans for underperforming stores through targeted marketing and commercial initiatives.
- Ensure brand consistency while allowing localized flexibility for market relevance.
- Evaluate effectiveness using key KPIs (traffic, conversion, incremental sales, ROI).
Cross-functional & Project Management
- Drive regional adoption and engagement of Loyalty & Membership programs.
- Develop localized acquisition and retention initiatives to increase member penetration and repeat visits.
- Collaborate with CRM and Digital teams to deploy targeted campaigns based on customer segmentation.
- Analyze member behavior and recommend region-specific engagement strategies.
- Support store teams in activating membership programs at frontline.
- Plan and execute production of visual content (photos, video clips) for social media, ensuring alignment with brand guidelines and local market relevance in Hanoi.
- Coordinate with internal teams and external vendors (photographers, videographers) to deliver timely and high-quality content for campaigns, store openings and LSM activities.
- Optimize content performance by analyzing engagement metrics and continuously improving creative direction to enhance brand visibility and customer engagement.