Marketing Manager

Responsibilities

• Own and drive on-ground marketing and brand operations for stores, focusing on overall store performance, customer acquisition, brand visibility, and business growth.
• Develop and execute local store marketing strategies based on market characteristics, consumer behavior, store performance, and local business opportunities.
• Plan and execute customer acquisition activities for store openings and daily operations, including sampling, leaflet distribution, community engagement, and other localized activation initiatives to drive traffic and conversion.
• Monitor local consumer, lifestyle, and cultural trends, including food & beverage, retail, lifestyle, social media, and youth culture, and translate relevant insights into actionable store marketing and brand initiatives.
• Develop and execute localized brand activities and campaigns, including store events, seasonal campaigns, community activations, pop-ups, collaborations, and other consumer-facing initiatives to strengthen brand awareness and engagement.
• Collaborate with shopping malls and local partners to secure advertising placements, exposure opportunities, event resources, and other commercial benefits; lead negotiation, execution, and ongoing relationship management.
• Identify underperforming stores and develop targeted growth strategies, combining store-level data, customer insights, local market conditions, and competitive intelligence; drive execution, track results, and continuously optimize.
• Develop and operate B2B scenarios, such as corporate catering, afternoon tea programs, corporate partnerships, and local business collaborations, to establish sustainable revenue channels.
• Leverage mall staff, surrounding businesses, communities, and local traffic resources to generate organic footfall, strengthen customer acquisition, and improve store conversion.
• Conduct local competitor and market research, including competitor stores, new concepts, pricing, promotions, store experience, and marketing activities, and provide actionable recommendations for business and brand growth.
• Work closely with HQ brand, marketing, operations, and design teams to ensure global brand strategy is effectively translated into local market execution while maintaining brand consistency.
• Track and analyze marketing and store performance, evaluate campaign effectiveness and ROI, and continuously optimize activities based on data and business results.
Requirements

• 3+ years of experience in F&B, retail, consumer, lifestyle, or related industries, with a strong understanding of store operations and local market dynamics; frontline or regional experience is preferred.
• Strong commercial sense and consumer insight, with the ability to identify local market opportunities and independently develop and execute growth strategies.
• Strong understanding and curiosity about local culture, lifestyle, and emerging trends, with the ability to translate consumer and cultural insights into relevant brand and marketing initiatives.
• Proven experience in local marketing, brand activation, event planning, or consumer-facing campaigns; experience working with local communities, malls, or commercial partners is a plus.
• Strong resource integration and business negotiation skills, with the ability to secure and leverage external resources and partnerships.
• Data-driven mindset with strong analytical, problem-solving, and optimization capabilities.
• Strong understanding of brand experience and consumer journey, with the ability to balance brand building and commercial performance.
• Highly execution-oriented, hands-on, and willing to work closely with frontline stores to drive business results.
• Strong communication and cross-functional collaboration skills, with the ability to work effectively with HQ and local teams.
• Fluent English and Chinese required.