Regional Retail Marketing Manager

Position

MAIN OBJECTIVE OF THIS POSITION

• The Retail Marketing Manager is responsible for driving in-store performance, brand visibility, foot traffic, and retail sales growth across offline store networks. This role bridges brand strategy and market execution, leading end-to-end retail marketing campaigns, in-store activation, partner management, and marketing ROI analysis. The incumbent will closely collaborate with retail team, marketing, and digital teams to ensure consistent brand and retail experience to deliver sustainable business growth especially organic growth.

MAIN RESPONSIBILITIES OF THIS POSITION

Retail Marketing Strategy & Annual Planning

• Develop annual retail marketing strategies, campaign calendars, seasonal promotion roadmaps aligned with brand objective and financial target.
• Analyze market trends, consumer behavior, competitor retail activities, and consumption habits to optimize retail marketing tactics.
• Translate global brand guidelines into localized, executable retail marketing plans

Omni-channel Retail Campaign & In-store Activation

• Lead the design, launch, and execution of all retail-focused marketing activities, annual gifting mechanics and offers, KCP activities, store opening events, and offline consumer activations.
• Oversee in-store marketing standardization, including POS materials, oversight of in-store VM, and promotional setup to maintain unified brand image across all retail touchpoints.
• Localize brand moment campaign templates to fit regional market needs, ensuring high execution quality and local market relevance.

Business Target & ROI Management

• Align with retail sales KPIs include store traffic, conversion rate, average basket value, and monthly/annual retail revenue targets.
• Manage the retail marketing budget rationally, allocate resources across campaigns and regions, and strictly control cost efficiency.
• Track campaign performance post-launch, analyze sales lift, and marketing ROI; deliver regular data reports, insights summary, and optimization recommendations.

Cross-functional & Stakeholder Management

• Act as the key liaison between HQ marketing, sales teams, retail team, BPC and external agencies/vendors.
• Coordinate internal resources for production, material delivery, event execution, and post-activity review.
• Build and maintain stable cooperation with department stores and shopping malls

Brand Standardization & Team Leadership

• Full compliance with brand expression guidelines and internal processes across all DTC networks
• Lead, coach, and develop the retail marketing team, manage daily work allocation, and drive team capability improvement and project delivery efficiency.
• Explore innovative retail marketing methods and offline experience upgrades to enhance customer stickiness and brand competitiveness.

PRINCIPAL COMPETENCIES, SKILLS AND BACKGROUND

Education & Experience

• Bachelor’s degree in marketing, Business Administration, Brand Management or related disciplines. Master is preferred
• 5 – 7 years retail marketing experience in FMCG, fashion, beauty, lifestyle or consumer retail industry; experience in cross-region campaign management is preferred.

Professional Skills

• Proven experience in full-cycle retail campaign planning, in-store activation, budget management, and ROI analysis.
• Solid understanding of offline retail operation logic, store consumer journey, and regional market differentiation.
• Familiar POS material management, and retail brand landing execution.
• Strong data analysis capability, able to guide marketing decisions through sales and consumer data.
• Excellent cross-team communication, resource coordination, and project management skills.
• Result-oriented, highly responsible, able to handle multi-task projects under tight deadlines.
• Sensitive to market trends and consumer preferences with strong retail business acumen.
• Good logical thinking, problem-solving ability, and hands-on execution capability.
• Fluent verbal and written English

KEY CONTACTS AND RELATIONS

• Internal：Marketing, Sales, Head office, Finance, Logistics
• External：Fashion Stores, Key Accounts (Customers), DFO, Landlord and vendor