Senior Marketing Manager (Luxury Retail)

ROLE PURPOSE
Lead the transformation of Trang Tien Plaza from a luxury shopping destination into a destination where luxury clients want to spend time, engage and return regularly.
As TTP's brand governance leader, the Senior Marketing Manager will own and advocate its new positioning, define its luxury taste and point of view, and ensure that all customer-facing experiences consistently reflect the TTP brand.
The role focuses on three core pillars: Partnership & Activation, CRM & Client Engagement, and Communication & Editorial, while providing strong brand direction across TTP.
II. RESPONSIBILITIES
1. Brand Leadership & Governance
Own and champion TTP's brand positioning, identity and experience principles.
Act as the single point of brand governance, ensuring Marketing and cross-functional executions consistently reflect TTP's positioning and luxury standards.
Define and protect TTP's distinctive taste, point of view and cultural relevance across experiences, partnerships, communication and design.
Guide and influence teams across TTP, challenging executions that do not meet the intended brand standard.
2. Marketing Leadership
Own the overall Marketing strategy, calendar, budget and performance.
Build and develop a strong Marketing team and external creative/agency ecosystem.
Act as a strong internal advocate for the TTP brand, influencing Leasing, Operations and other functions beyond direct reporting lines.
Balance strong creative judgment and luxury sensibility with commercial discipline and measurable business outcomes.
Lead and manage the Marketing team's execution across its three core pillars:
a. Partnership & Activation
Develop ownable signature campaigns and experiences for TTP, creating distinctive properties that customers recognize and look forward to over time.
Curate partnerships across luxury, fashion, beauty, gastronomy, art, culture, hospitality and lifestyle that strengthen TTP's positioning and bring new dimensions to the destination.
Create compelling reasons for luxury clients to visit, spend time and return, beyond transactional shopping.
Work with tenants and external partners to develop experiences that are relevant to TTP's clientele while reinforcing the overall TTP brand.
b. CRM & Client Engagement
Build a lifetime relationship strategy with TTP's most valuable clients, moving beyond transactional CRM toward personalized engagement.
Develop a strong understanding of TTP's high-value client network, their interests, behaviors and relationships with the destination.
Create personalized services, privileges, invitations and experiences that deepen client relationships and increase frequency of engagement.
Build meaningful client segmentation and use customer intelligence to continuously improve TTP's experiences, communication and partnerships.
c. Communication & Editorial
Build and express TTP's distinctive luxury taste and point of view through its communication, content and creative direction.
Establish TTP as a curator, identifying what is worth discovering, experiencing and talking about across fashion, beauty, culture, gastronomy and contemporary luxury lifestyle.
Develop a strong editorial approach that brings together TTP's heritage, architecture, tenants, people, products and experiences into relevant stories.
Guide social media, content, editorial and design teams to ensure every expression of TTP feels distinctive, contemporary and consistent with its positioning.
Move TTP communication beyond simply promoting what tenants or the mall have available toward curating what deserves attention and why it matters to TTP's clients.
III. REQUIREMENTS
· 7+ years of marketing experience, with strong expertise in brand building, CRM, partnerships, content or experiential marketing, ideally from global FMCG, luxury/fashion/beauty or premium retail businesses.
· Background in premium shopping malls, luxury retail, hospitality or lifestyle businesses; mall experience preferred.
· Strong understanding of destination marketing, tenant collaboration, footfall generation and commercial performance.
· Deep understanding of luxury consumers, VIP engagement and personalized customer experiences.
· Strong aesthetic judgment, editorial instinct and cultural awareness, with a refined luxury sensibility.
· Ability to translate brand strategy into impactful campaigns, experiences and measurable business results.
· Strong leadership, cross-functional collaboration and strategic thinking with a commercial mindset.
· Fluent Vietnamese and strong professional English.
· In-depth understanding of Vietnamese culture, social trends, and consumer insights.