Description
Role Purpose
Develop and execute brand communication plans to strengthen The Body Shop brand in Singapore and maximise category/retail sales and footfall to stores by leveraging online and offline touchpoints such as in-store, digital (website and social media), as well as external marketing activities such as roadshows and mall events.
Work collaboratively and in synergy with multiple departments and external vendors to deliver marketing objectives within budget guidelines according to event calendar.
Drive synergy and maximize event planning to achieve multi-channel campaign activation.
Manage categories, event planning, promotions, product assortment, pricing, and new product ordering.
Primary Responsibilities:
Event Planning and Execution
Lead and organise all brand and marketing efforts for window launches – external and internal marketing to ensure on time and effective execution.
Work with agency on media plans and internal team for creative development. Supervise and align corporate standard with local initiatives for all creative design, content and production of collaterals.
Devise innovative communication plans that will strengthen brand exposure and meet business goals.
Prepare and present brand engagement launch packs to excite retail operations team.
Conduct postmortem to evaluate effectiveness and capture best practices/issues of event plan.
Assist in managing and monitoring budgets to ensure activities are executed within the allocated spend.
Integrated Communications
Plan both offline and online communication activities to drive traffic to stores and maximize category/retail sales.
Collaborate closely with the CRM function to plan and align customer communication strategies across email and SMS channels in support of marketing campaigns and business objectives.
Review and provide input on CRM communication plans and performance insights to optimise future campaign planning and customer engagement strategies.
Execute digital and social media strategy and web channel management according to business objectives, including content planning, adaptation of regional asset, and development of market-specific content.
Manage social media platforms and develop campaigns to drive awareness to increase relevancy, acquisition and reach (based on agreed KPIs).
Stay updated on digital/ web/ social media trends, provide analytics, competitive practices and recommendations in optimising digital/ social media campaigns.
Collect and analyse website analytics to provide recommendations on user experience.
Liaise with vendors on website/web applications development and manage relevant external agencies – e.g., Integrated Media Agency and Public Relations Agency.
Work closely with Public Relations agency in identifying and maintaining seed list and also to build relationship with influencers in 2nd tiers.
Provide written briefs to celebrities and influencers for campaign activation – in both English and Chinese.
Support sponsorship initiatives and brand partnership activities when required.
Provide marketing support for new store openings, store refurbishments, and non-store promotional activities (e.g. atrium bookings and maintaining ROI trackers).
Identify potential partnership opportunities with key landlord, third parties to maximize brand and commercial opportunities to drive sales and increase customer touchpoints.
Measure the ROI impact on all marketing efforts.
Oversee the organisation and maintenance of marketing assets and fixtures in the warehouse.
Category Management & Pricing Strategy
Drive category growth through event planning, promotions and in-store staging and merchandizing.
Work closely with Supply Chain team to plan for phase out and discontinuation as well as clearance of aged and excess stock.
Make informed decisions on category assortment based on performance analysis, market positioning, and consumer demand.
Manage the store space and range product assortment and work closely with VM to optimise space productivity.
Retail price setting for NPD / periodic review of existing RRP by conducting benchmark / pricing exercise to ensure competitiveness.
Calibrate promotional mechanics in system, to successfully reflect promotion criteria.
Event Planning
Generate effective promotion plan for every window to deliver sales, discount and margin targets.
Prepare promotion listings with effective mechanics and pricing to drive business KPIs (discount & margin).
Develop contingency plans to replace/enhance promotions that are underperforming against forecast.
Manage store based promotional activities with various 3rd Parties (Banks, MOE, Healthcare etc.) and non-store promotion (e.g. Corporate Sales, 3rd Party External Sales) to deliver sales budget.
Follow through on event plan and provide weekly commentaries, conduct post-mortem and measure the effectiveness of event plan.
Manage product registration and clearance process with relevant government organisations to ensure stocks can be launched and sold in stores.
Working relationships and Interface (when appropriate)
CRM
Retail Operations
Supply Chain
Finance
Landlords, Strategic Partners
Agencies
NGOs Partners
Experience:
5 years of experience in marketing, merchandising and category management, preferably in retail industry
Strong understanding of consumer marketing
Proven track record in business commercial knowledge and skill sets
Online marketing and digital media experience will be an advantage
Qualifications:
Degree in Marketing/Business Administration or any equivalent experience or degree
Competencies required:
Detailed, resourceful and good time and project management skills
Good time and project management skills
Excellent planning and organisational skills
Strong analytical skills - attention to details, numerate, methodical working approach
Good appreciation of The Body Shop Corporate Responsibility
Excellent communication skills and a team contributor
Energetic, Innovative and with entrepreneurial spirit
Enthusiasm and a willingness to inspire and motivate others
Media, advertising or digital agency knowledge preferred
Effectively bilingual – both written and spoken