Marketing Manager

Job purpose
The Marketing Manager is responsible for developing and executing marketing strategies to drive brand awareness, customer acquisition, sales growth, and market expansion across the company's retail distribution network. This position will lead marketing activities across retail stores, distributors, dealers, e-commerce, and other sales channels, ensuring strong brand presence, effective promotional campaigns, and alignment between marketing initiatives and commercial objectives.
A. Marketing Strategy & Planning
- Develop and implement annual and quarterly marketing strategies for retail distribution channels in line with the company's business objectives.
- Develop marketing plans to support sales targets, product launches, market expansion, and customer acquisition.
- Identify market trends, customer insights, competitor activities, and new business opportunities.
- Develop channel-specific marketing strategies for retail stores, distributors, dealers, e-commerce, and other relevant channels.
- Establish marketing KPIs and monitor campaign effectiveness and ROI (return on investment).
B. Retail & Trade Marketing
- Develop and execute trade marketing programs to drive sales through retail stores, distributors, dealers, and other distribution channels.
- Plan and manage promotional campaigns, product activations, in-store promotions, roadshows, sampling activities, and customer engagement programs.
- Develop and implement POSM (point of sale materials), merchandising, displays, signage, and other in-store marketing materials.
- Ensure consistent brand visibility and execution standards across all retail locations and distribution points.
- Work closely with the Sales team to develop promotional programs that support sell-in and sell-out performance.
- Analyze sales performance by channel, region, product category, and campaign to optimize marketing activities.
C. Brand Management
- Ensure consistent implementation of brand positioning, messaging, visual identity, and communication guidelines across all channels.
- Develop brand campaigns and communication plans to strengthen brand awareness and customer engagement.
- Work with internal teams and external agencies to develop marketing materials, content, advertising, and promotional assets.
- Monitor brand performance and recommend initiatives to improve brand equity and market positioning.
D. Digital Marketing & E-commerce
- Develop and oversee digital marketing activities across social media, websites, e-commerce platforms, and other digital channels.
- Plan digital campaigns to generate traffic, leads, customer engagement, and sales.
- Coordinate with e-commerce and sales teams to optimize online promotions, product visibility, and conversion rates.
- Monitor digital performance metrics and provide recommendations for improvement.
E. Campaign & Event Management
- Lead the planning and execution of marketing campaigns, product launches, retail events, exhibitions, and promotional activities.
- Develop campaign concepts, timelines, budgets, communication plans, and performance measurement.
- Coordinate with Sales, Logistic, Operations and external agencies to ensure smooth execution.
- Evaluate campaign effectiveness and prepare post-campaign reports with recommendations.
F. Budget Management
- Develop and manage the annual marketing budget for retail distribution activities.
- Monitor marketing expenses and ensure effective utilization of the approved budget.
- Evaluate the ROI and cost-effectiveness of marketing campaigns and promotional programs.
- Negotiate and manage relationships with marketing agencies, suppliers, media partners, and other vendors.
G. Team Management
- Lead, coach, and develop the marketing team to achieve business and marketing objectives.
- Set clear objectives, KPIs, and performance expectations for team members.
- Build a collaborative and performance-driven working environment.
- Identify training and development needs and support team capability building.
H. Cross-functional Collaboration
- Work closely with Sales, Business Development, Retail Operations, E-commerce, logistics, Finance, and other departments to ensure marketing activities support business objectives.
- Collaborate with distributors and retail partners to develop joint marketing and promotional programs.
- Provide marketing insights and recommendations to management to support business and commercial decisions.
I. Market Research & Reporting
- Conduct market research and analyze customer behavior, market trends, competitor activities, and industry developments.
- Monitor sales and marketing performance and identify opportunities for improvement.
- Prepare regular marketing reports, campaign analysis, market updates, and recommendations for management.
- Use data and market insights to optimize marketing strategies and resource allocation.
- Other tasks as assigned by the line Manager