Description
Role Objectives:
· Strengthening the regional capability of Digital + Social Marketing pillar of the newly imagined e-Retail function within TR APAC, by scaling up existing capabilities and exploring breakthrough in new retail driving opportunities.
· Optimizing resource between local market and regional geography.
· Better adapted to the new ways of working to service to brand stakeholders.
Summary of key responsibilities:
Scaling up Existing Capability: Fill Bandwidth, take over specific account / brand POC
- Digital Marketing - Lead in APAC (30%)
a) Media Planning and execution -will be dedicated to one brand cluster. Develop and execute digital and social (360) media planning, execution and optimization to drive reach, recruitment and sales conversion.
b) E-Retail Campaign Execution – Design, develop and execute online or O2O campaigns on MPs based on brand briefs to drive recruitment, engagement and conversion.\
c) Creative Development - Manage the end-to-end production of digital creative assets, ensuring timely delivery, brand consistency, and alignment with campaign objectives.
- End-to-end management of KOL / KOS campaigns, branded livestreams, including influencer selection & vetting, relationship management, campaign briefing, budget handling, content approval, on-site management if any, and performance tracking. Support in China and Lead in Rest of APAC (20%)
- Paid Social as a key component of our 360 Digital Media Planning. Support in China and Lead in Rest of APAC (20%)
New Capability: Build strategy, work out business case and ROI, Investment model, create pilots , optimize and commercially scale across brands and regions,
- Omni Retail —Develop seamless omnichannel consumer journeys by incorporating innovative digital +Social strategies to drive cross channel conversion , AUS/ IPT and repurchase (e.g Leverage Social CRM on retailer handles e.g., RED, WeCom), OTA- led O2O campaigns. Lead initiatives in China and APAC with Chris. (20%)
- Digital in Store - Bring digitally led engagement and animation in-store, especially in HPPs. Lead in APAC (10%)