1. Propose and manage marketing programmes
1.1 New Launch
– Work with Sales and Education department to place order forecast for new product, service and package (PSP) launches
– Perform competitive analysis of PSP to determine: (i) correct pricing (ii) unique competitive advantage (iii) launch strategy
– Set pricing for new PSP that is acceptable to customers and competitively benchmarked to competition
– Devise launch platform based on unique competitive advantage
– Develop effective media plan for PSP product launch that will deliver the desired marketing objectives
– Devise new customer recruitment program
– Review results against launch forecast & objectives
– Responsible for New Launch analysis for reporting
1.2 Marketing Calendar
– Plan marketing calendar with strategic directions
– Negotiate with landlords for best dates for promotional events
– Develop media strategy and plan that will provide the reach and frequency required for each marketing program to achieve desired objectives. Such media strategy should include both traditional and new media such as online
– Plan promotional activities that will meet desired marketing objectives for each of the programs
– Develop marketing brief incorporating sales target and strategy, marketing and PR objectives and strategies, education focus and promotional mechanics to ensure everyone in the team is on the same page
– Oversee implementation of marketing calendar to ensure smooth execution of marketing programs such as collaterals, PWP and GWP are charged out on time and team including Branch Managers are briefed on mechanics of promotion
– Review results against sales target, marketing objectives and growth objectives
1.3 Media & Communications (PR)
– Close liaison with media agency to plan and allocate media budget to meet marketing objectives.
– Maintain a competitive media spend by channel, constantly review media plan to ensure budget is optimized with the best media executions and SOV objectives are met.
– Cultivate close rapport with press to secure good coverage of our PRP launches and business pillars.
– Be creative in PR and ePR communities engagement to steer our position.
– Ensure we have simple and communications for customers
1.4 Store Design and Visual Merchandising
– Determine, at budget planning stage, number of outlets that will require renovation and capital budget required
– Supervise Marcom Executive (ME) on the renovation of new outlets which include: (i) ensuring PRF is filled up (ii) getting competitive quotes (iii) getting managements’ approval on design (iv) required structures such as sofas and lockers are ordered in advance (v) submission of capital requisition form for approval (vi) submission of asset disposal form (vii) photographs of new outlet for file (viii) co-op billing is completed
– Ensure outlets’ image and cleanliness are maintained
– Determine, at budget planning stage, number of outlets that will require renovation and capital budget required
– Review collateral offerings from supplier and supervise Marcom Executive to place orders according to priority as specified in marketing calendar.
– Work with ME to execute over the counter communications that are designed to hook and engage the customers
– Supervise ME in the development and construction of structures required for store animations
– Review results of new outlet design or visual merchandising elements and recommend appropriate changes
1.5 Customers Relationship Management (CRM)
– Devise Affiliate CRM strategy based on strategic inputs
– Supervise ME in the implementation of appropriate CRM programs
– Review results and make recommendations for improvements
– Actively explore CRM opportunities, translate the CRM insights into marketing activities to drive the customer recruitment, engagement and loyalty
– Responsible for monthly CRM reporting and analysis
1.6 Promotions
– Develop mechanics of promotion for every marketing program and communication plan for the promotion
– Present mechanics to store to solicit support to proceed with promotion and secure cooperation contribution
– Supervise execution of various promotions such as promotional events and 3rd party joint promotions
– Review results against sales strategy
1.7 Digital Marketing / E-Commerce / Online
– Understand the digital ecosystem and how it can be integrated for an effective marketing campaign
– Supervise ME in maintaining the website and ensure it is constantly updated with relevant content
– Manage all social media channels in line with the Company ‘brand’ and also with relevant news to the industry
– Actively monitor online mentions and reputation of the Company and responds appropriately on the Company’s behalf
– Build and maintain a permission-based list of prospects and influencers and send appropriate periodic e-mailings.
– Develop and maintain the Company’s profile pages on all Social Media platforms.
– Maximize the Company’s online presence by proactively posting the Company’s materials, videos, photos on sites. Where possible, create the Company channels on these sites.
1.8 Customers & Market Research
– Conduct research to gain better insights to consumers’ usage and attitudes
– Evaluate how marketing programs and new product launches have impacted customers’ perceptions
– Conduct market trend analysis on current and new concepts, monitor competitors’ activities and plan proactive actions.
2. Manage Operational Effectiveness
– Propose shopping carts for marketing expenses
– Ensure marketing launches and marketing programs deliver desired ROI
– Ensure effective use of marketing resources
3. Improve Business Process
– Set up standard systems and procedures to ensure smooth operations
– Proper system set up to enable accurate tracking of new PSP launches, marketing programs, sampling programs, CRM programs, investments in online programs and marketing expenses that will not take up more time and resources
4. Lead and Develop People
– Lead, coach and motivate the team to consistently work towards adding value to the Company
– Manage the performance of all staff recognizing their contribution and ensuring continuous improvement.
|
