General: Marketing Role
Oversee market data analysis and competitor activities to constantly refresh and renovate communication approaches.
Conceptualize company general Marketing – Retail calendar into communication strategies, plans and deliverables with KPIs on brand awareness and consideration to subsequently drive business objectives, mainly on Digital.
Become a The Body Shop brand advocate who understand its core values and mission thoroughly and translate them into day- to- day across the company’s consumer touch points of a digital- focused, global Retail company.
Communications: Digital External Network
Paid Media: In charge of Digital Branding plan & budget, with key channels Google & Facebook network, to deliver awareness & consideration KPIs while ensuring consistent message across touchpoints.
Earned Media: Maintain close relations with the network of journalists / news website represntatives and social influencers including bloggers, KOLs and similar profiles via: monthly newsfeed in line with the company’s business planning and product drop- off / events / workshops.
Communications: Owned Network & Partnership
Landlords: Work closely with department stores / shopping malls where our stores are located to maximize communication supports and branding events / opportunities.
Social Media & Branding Website: in charge of branding content schedule & activities to achieve constant growth of awareness, consideration and engagement.
Partners
Seek cooperation with brands, companies or organizations with potential to increase brand awareness & consideration via existing customer pools.
Work closely with in- house Visual Merchandising team (VM) for in- store marketing materials, including event- based materials (updated monthly) or permanent materials (updated quarterly / yearly).
Communications: In- Store Marketing
Constantly seek new ways of improving the customer journey in- store via the materials (Silent Seller), either by improving the quality of existing materials, or by creating new ways of conveying our message to customers.
Advertising law compliance of in- store and out- of- store branding materials, including store façade. Monthly submission of advertising license for new products. Work closely with our agency to monitor and renew the store façade advertising license.
Communications: Corporate Responsibility
Yearly brand CSR campaigns including global campaign and local campaign. Tasks include in- store materials direction and preparation, plan and execute communications tool to the PR network, work with Digital team for communication plan, liaison with local / regional NGOs for cooperation and organize offline event when relevant such as Beach Clean Up.
Track market CSR events such as Earth Hour, Earth Day and Environmental Day. Review and initiate participation plan especially for events that are relevant to our key values utilizing our existing communication channels: stores, online PR network and owned social media channels.
Liaise with regional officers to capture key campaigns and message and carry out internal briefing when required. Complete quarterly “Enrich Not Exploit” report to the regional office, which is a summary of CSR activities and sustainability compliance.
CRM:
Lead the CRM member who is responsible for content creation, including content planning, writing, copy editing & optimizing for each customer segmentation across all CRM’s channels.
Develop the customer loyalty program. Involve in planning and execution to deliver the business target in all campaigns.
Manage Loyalty Member’s data.
Deploy all CRM channel’s operation to ensure commercial and marketing activities are communicated effectively and efficiently.
Evaluate content’s performance and propose action.
Define customer segmentation to increase customer portfolio, their lifetime value contribution and purchase rate.
