Head of Store Marketing

1 week ago

Ho Chi Minh City, Ho Chi Minh, Vietnam PERSOLKELLY Vietnam Full time

10+ years of experience in Store marketing or related roles in multi-unit Retail, Food & Beverage industry, with an emphasis on coffee and tea.


  • Marketing campaign and promotions development.
  • Experience in developing Instore plans, Local Store Marketing playbooks, driving the development and execution of BTL marketing activities.

Brief summary of job profile:
This important role is responsible for sales growth for our Client across Vietnam.

  • Propose store marketing strategy by store format, trade areas, geography, dayparts.
  • Integrate product marketing and local store marketing plans into action plans that deliver growth across categories, store archetypes and geography.
  • Develop, align, execute, track instore activities and activity calendar to drive revenue and volume uplift.
  • Facilitate engagement, alignment to Store Operation to bring strategies and plans into flawless execution.
  • Support NSO (New Store Opening) and RRR (Refresh, Retrofit, Renovation) to ensure their performance meets economic box.
  • Uplift customer experience across key touch points in store.

Key Accountabilities:
Local Store MKT Strategy and Budget Management

  • Propose Instore strategy by store format, trade areas, geography, dayparts aligned with the company's overall marketing objectives and brand positioning to drive growth and profitability.
  • Build and allocate the store marketing budget effectively across various marketing initiatives and promotional activities by analyzing customer demand patterns, seasonal fluctuations, and market dynamics to maximize sales potential.
  • Stay updated with industry trends, consumer preferences, competitors, and emerging marketing techniques within the coffee and retail sectors to identify innovative store marketing opportunities.
Store Marketing Planning

  • Develop action plans that integrate product marketing and local store marketing plans to deliver growth across categories, store archetypes, geography, and leverage marketing assets, campaigns effectively instore.
  • Lead the defining archetypes/ store clusters (based on region, trade area, store type, daypart etc.), the development LSM playbooks and tools based on each cluster's demand to drive instore sales.
  • Lead the product assortment customization plan by store cluster/ archetype based on standard product portfolio, and each cluster's characteristics & local market preferences.
  • Drive the product pricing customization plan based on standard product pricing, and each cluster's market dynamics, competitive landscape & customer preferences to maximize profitability while maintaining competitiveness.
In-store Programs Management

  • Lead the development and execution of belowtheline (BTL) marketing programs, ensuring alignment with the brand's positioning and objectives while driving footfall, increasing sales, enhancing the overall customer experience, and activating various product lines (food, beverages, packaged coffee, merchandise).
  • Monitor performance metrics of BTL Instore activities to identify areas of improvement, uncover trends, and make datadriven decisions to optimize store performance and drive profitability.
  • Drive the instore monthly financial forecast based on the results of instore activities and activity calendar.
  • Drive the collaboration with Store Operations to ensure the success of store marketing strategy and action plans execution.
NSO & RRR Support

  • Drive the development of store marketing and activation activities to generate awareness and drive foot traffic to the new and upgraded/ refreshed stores.
  • Lead the development or adjustment of instore activities when necessary to align with RRR plan and support their performance in meeting economic box.
  • Monitor performance and provide continuous support for NSO & RRR during the first 6 months to ensure success of the NSO & RRR.
Customer Experience Enhancement

  • Understand customer behaviors, local market trends, and store archetypes to identify key touchpoints within the store, providing insights and recommendations for optimizing store layouts, planograms, signage, and displays.
  • Propose solutions to enhance store environment and aesthetics to create an engaging and exciting customer experience.

Job Requirements:
Education/ Training Qualifications

  • Bachelor's in Marketing, Business Administration, Retail Management or a related field. A Master's degree is preferred.
Experience

  • 10+ years of experience in Store marketing or related roles in multiunit Retail, Food & Beverage industry, with an emphasis on coffee and tea.
  • Experience in developing Instore plans, Local Store Marketing playbooks, driving the development and execution of BTL marketing activities.

Knowledge of:

  • Understanding of store marketing principles and strategies, particularly in the context of BTL marketing.
  • Marketing campaign and promotions development.
  • Marketing analytics to evaluate campaigns/ initiative effectiveness.
  • Excellent understanding

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