Job Description

Experience Required

Minimum 10 years of experience in marketing, branding, and retail-focused campaign planning and execution, with at least 3–5 years in a leadership or managerial role. Proven track record in developing and executing performance-focused, integrated marketing campaigns across both traditional and digital channels. Experience in multi-location retail or service-based environments is highly preferred, including hands-on involvement in outlet-level activations, local partnerships, and strategies to drive outlet performance. Strong background in digital marketing — including social media, performance marketing, content, and CRM — is a plus.

Key Responsibilities

1.      Leadership & Team Management

• Lead and mentor the marketing team, providing direction and support to achieve both strategic and executional marketing objectives across national, cluster and outlet levels.
• Oversee performance management, goal-setting and capability development within the team.
• Foster a collaborative, innovative and performance-driven team culture that supports business growth and brand consistency.
• Work closely with key stakeholders and provide regular updates to ensure continuous alignment and adaptability of marketing plans and campaigns, in response to evolving business needs, market conditions, and outlet performance.

2.     Retail & Outlet-Level Marketing Oversight

• Accountable for the planning and execution of marketing activities across all retail outlets, including grand openings, recovery strategies for underperforming outlets and local activations.
• Ensure alignment between HQ-led marketing strategies and execution at the outlet level.
• Collaborate closely with the Operations team to ensure outlet staff are briefed and equipped to support campaign rollouts effectively.
• Monitor the quality and consistency of campaign execution and local partnerships on the ground.

3.     Market & Competitor Analysis

• Monitor market trends, customer behaviour and competitor activity to inform data-driven marketing decisions.
• Identify strategic opportunities to increase brand relevance and customer acquisition as well as customer retention.

4.     Campaign & Event Management

• Lead the end-to-end planning, execution and evaluation of brand campaigns, events and tactical promotions.
• Ensure all campaigns align with business objectives and are tailored to specific outlet or cluster needs.
• Consistently track campaign performance; provide timely reports to stakeholders and recommend optimizations or solutions when results are below expectations.

5.     Brand Strategy Development

• Develop and implement brand strategies to elevate market positioning, awareness, and equity.
• Ensure brand consistency across all channels, platforms, and customer touchpoints — digital and physical.
• Oversee the execution of integrated brand and marketing initiatives across media, digital, and in-store.

6.     Budgeting & Resource Management

• Manage the marketing budget with a focus on efficiency, ROI, and impact.
• Coordinate with vendors, agencies, and internal stakeholders to ensure timely and cost-effective campaign delivery.

7.     Innovation & Process Improvement

• Identify and drive improvements in marketing tools, processes, and performance tracking.
• Champion the adoption of new technologies, platforms, and creative solutions to elevate marketing effectiveness.

Job Requirements

• Minimum of a Bachelor’s Degree in Marketing, Business Administration, or a related field.
• Proven experience (minimum 10 years), with 3–5 years in marketing leadership roles, preferably within the retail industry with multi-location oversight.
• Strong leadership and people management capabilities, with a proven ability to inspire, guide, and grow teams.
• Expertise in both traditional and digital media channels, with an emphasis on integrated marketing.
• Strong analytical skills, with the ability to translate market insights into actionable strategies.
• Excellent communication and interpersonal skills, with fluency in both Bahasa Malaysia and English.
• Strong organizational and project management skills, able to juggle multiple priorities effectively.
• Willingness to work flexible hours, including weekends and public holidays when required.
•   Willing to travel as needed.

Skills