Role Description:
A. BUDGET & FINANCIAL OWNERSHIP:
Budget Management:
• Own complete retail marketing budget
• In-store displays, materials, sampling, events, vendors and team payroll
• Track monthly spend vs budget (variance management)
• Report monthly P&L to Marketing Director
Financial Discipline:
• Negotiate vendor contracts for cost optimization
• Track ROI on promotional spend
• Manage promotional budgets to protect margins
• Balance promotional investment with margin protection
B. BRAND PLAN & STRATEGIC DIRECTION:
Retail Brand Strategy:
• Develop quarterly/annual retail brand strategy
• Create ‘Local Beauty Scientists’ premium positioning for retail
• Establish retail-specific brand narrative (premium wellness, education)
• Differentiate retail brand from e-commerce
• Define retail brand guidelines (visual identity, messaging, standards)
Seasonal Planning:
• Develop 12-month retail marketing calendar
• Plan seasonal campaigns aligned with KPIs
• Create promotional bundling strategy for each season
• Integrate with e-commerce and social campaigns
C. IN-STORE ACTIVATIONS & EXPERIENCES:
Activation Planning:
• Create monthly in-store activation plans
• Product launches, seasonal promotions, beauty workshops, sampling
• Develop activation budgets and ROI projections
Promotional Bundling & Gifting Strategy (CRITICAL):
• Design promotional bundles (NOT aggressive discounting)
• Create curated sets: Starter Kit, Travel Kit, Seasonal Sets, Problem-Solution
• Develop gifting concepts for: IWD (Mar 8), Mother’s Day, Tet, Christmas
• Design premium gift box packaging and concepts
• Protect margins while offering perceived value (not aggressive discounting)
In-Store Experience Design:
• Design engaging in-store experiences (not just merchandise display)
• Coordinate beauty consultations and product demos
• Develop educational in-store content
• Measure customer satisfaction and experience metrics
D. DIGITAL ADS & CX INTEGRATION:
Digital Ads (Retail Angle):
• Facebook/Instagram ads experience
• Location-based digital campaigns to drive store traffic
• Track digital campaign performance that drives retail visits
• Integrate email campaigns with in-store promotions
Customer Experience Integration:
• Understand complete customer journey (retail → e-commerce → social)
• Design in-store CX that integrates with digital
• QR codes linking in-store displays to digital content
• Loyalty app integration with in-store promotions
• SMS/email follow-up post-purchase from retail
Requirements:
• Must have 8+ years of solid experience in Retail Marketing, preferably in Beauty, Retail
• Deep cosmetics and skincare product knowledge is a big plus
• Strategic marketing planning
• Budget management & financial analysis
• Excel (pivot tables, budgeting, analysis)
• Promotional bundling & gifting concept development
• Fluent English