Mô tả Công việc
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 Marketingo 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.
