KEY JOB ACCOUNTABILITY

• Develop Travel Retail APAC & SEAO digital marketing & ecommerce launch strategy and execute the digital marketing activities in line with brand guidelines and business objectives for Travel Retail Asia Pacific.
• Be the digital expert on SEAO & Chinese social media landscape and support the 360 marketing plans in the digital function (i.e. digital media calendar, coordinate O2O campaigns, e-TR media investments) to support the Area Managers & BGM to develop and grow current / new e-TR business with retailers in APAC region targeting travelling consumers in Asia Pacific.
• Familiar with digital media buying and analysis, social media content planning and management, website & ecommerce management.

DUTIES AND JOB RESPONSIBILITIES

TR DIGITAL COMMUNICATION

• Translate the TR & SEAO Digital Marketing & Ecommerce plan into a concrete digital and communication calendar featuring new product launches, TREX, exclusive retailers’ promotions across all digital & ecommerce channels
• Develop and execute social media strategy, consumer engagement initiatives and maximize brand visibility across retailers’ owned online platforms
• Work with global and local markets to customize launch visuals & communications to ensure a cohesive and consistent brand image across the Asia-Pacific & SEAO region and maximize engagement with targeted consumers
• Live-streaming - Collaborate with internal stakeholders to pitch & drive awareness during key shopping moments and key launches to drive sales. Ensure that inventory levels are sufficient to maximize ROI, and constantly evolve and create engaging live-streaming content to drive sales conversion.

DIGITAL CAMPAIGN & O2O ACTIVATIONS

• Collaborate closely with Digital/Social Media Agencies/Vendors & internal teams to prepare campaign briefs for all digital marketing activities and deploy them on time
• Set up appropriate KPIs for marketing campaigns based on key objectives and drive towards these metrics
• Monitor the performance of all digital activities and report promptly for post-campaign analysis and results.
• Design and implement standard processes to optimize campaign planning, KPI tracking and ROI measurement, and provide post campaign analysis and key learnings for future campaigns.

E-COMMERCE MANAGEMENT (TR & SEAO)

• Work with Digital Marketing Executive & Digital Agencies to maintain updated product catalog, product information & uphold brand image on all duty-free retailers’ digital platforms.
• Responsible for ensuring consumer-centric communication and navigation on retailer sites, eg keyword search optimization with Chinese nickname, product category tagging, linked products for cross selling and link selling.

BUDGET MANAGEMENT / REPORTING / OTHERS (TR & SEAO)

• Keep track of competitors’ digital activations and share with internal stakeholders on key highlights & explore opportunities for TR to leverage
• Identify emerging media consumption and consumer engagement trends, share learnings and recommend actions to achieve business objectives.
• Compile & share monthly e-TR reports with HQ with insights and feedback to influence assets development tailored TR APAC.
• Support the Regional Digital & Ecommerce manager on the tracking & review of the TR & SEAO budget
• Support the management on reports on online / digital campaign performances as well as support on ad-hoc business review / pitch decks / new digital retailtainment projects

PROFILE

• Entrepreneurial with strong business acumen, numerically savvy and result-oriented
• Excellent communication, interpersonal and negotiation skills to develop good relationship with e-retailers and stakeholders. Comfortable in conversing in Mandarin on day-to-day interactions with Chinese retailers.
• Passionate and able to work independently in a fast-paced environment
• Team player and at ease within a multicultural environment

REQUIREMENTS

• University degree in a relevant discipline
• Minimum 4-5 years’ experience in Travel Retail & digital marketing and SEAO markets management, experience in Luxury Beauty industry is a plus.

• Strong digital marketing and ecommerce background
• Proficient in English & Chinese (both written and spoken) as this position needs to liaise with stakeholders across the region