Head of Store Marketing

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The day-to-day activities

Brief summary of job profile: This important role is responsible for sales growth at Highlands cafes across Vietnam.
  • Propose store marketing strategy by store format, trade areas, geography, dayparts.
  • Integrate product marketing and local store marketing plans into action plans that deliver growth across categories, store archetypes and geography.
  • Develop, align, execute, track in-store activities and activity calendar to drive revenue and volume uplift.
  • Facilitate engagement, alignment to Store Operation to bring strategies and plans into flawless execution.
  • Support NSO (New Store Opening) and RRR (Refresh, Retrofit, Renovation) to ensure their performance meets economic box.
  • Uplift customer experience across key touch points in store.
Key Accountabilities: Local Store MKT Strategy and Budget Management
  • Propose In-store strategy by store format, trade areas, geography, dayparts aligned with the company's overall marketing objectives and brand positioning to drive growth and profitability.
  • Build and allocate the store marketing budget effectively across various marketing initiatives and promotional activities by analyzing customer demand patterns, seasonal fluctuations, and market dynamics to maximize sales potential.
  • Stay updated with industry trends, consumer preferences, competitors, and emerging marketing techniques within the coffee and retail sectors to identify innovative store marketing opportunities.
Store Marketing Planning
  • Develop action plans that integrate product marketing and local store marketing plans to deliver growth across categories, store archetypes, geography, and leverage marketing assets, campaigns effectively in-store.
  • Lead the defining archetypes/ store clusters (based on region, trade area, store type, daypart etc.), the development LSM playbooks and tools based on each cluster’s demand to drive in-store sales.
  • Lead the product assortment customization plan by store cluster/ archetype based on standard product portfolio, and each cluster’s characteristics & local market preferences.
  • Drive the product pricing customization plan based on standard product pricing, and each cluster’s market dynamics, competitive landscape & customer preferences to maximize profitability while maintaining competitiveness.
In-store Programs Management
  • Lead the development and execution of below-the-line (BTL) marketing programs, ensuring alignment with the brand’s positioning and objectives while driving footfall, increasing sales, enhancing the overall customer experience, and activating various product lines (food, beverages, packaged coffee, merchandise).
  • Monitor performance metrics of BTL In-store activities to identify areas of improvement, uncover trends, and make data-driven decisions to optimize store performance and drive profitability.
  • Drive the in-store monthly financial forecast based on the results of in-store activities and activity calendar.
  • Drive the collaboration with Store Operations to ensure the success of store marketing strategy and action plans execution.
NSO & RRR Support
  • Drive the development of store marketing and activation activities to generate awareness and drive foot traffic to the new and upgraded/ refreshed stores.
  • Lead the development or adjustment of in-store activities when necessary to align with RRR plan and support their performance in meeting economic box.
  • Monitor performance and provide continuous support for NSO & RRR during the first 6 months to ensure success of the NSO & RRR.
Customer Experience Enhancement
  • Understand customer behaviors, local market trends, and store archetypes to identify key touchpoints within the store, providing insights and recommendations for optimizing store layouts, planograms, signage, and displays.
  • Propose solutions to enhance store environment and aesthetics to create an engaging and exciting customer experience.

Job requirements

Education/ Training Qualifications

  • Bachelor’s in Marketing, Business Administration, Retail Management or a related field. A Master’s degree is preferred.


  • 10+ years of experience in Store marketing or related roles in multi-unit Retail, Food & Beverage industry, with an emphasis on coffee and tea.
  • Experience in developing In-store plans, Local Store Marketing playbooks, driving the development and execution of BTL marketing activities.

Knowledge of:

  • Understanding of store marketing principles and strategies, particularly in the context of BTL marketing.
  • Marketing campaign and promotions development.
  • Marketing analytics to evaluate campaigns/ initiative effectiveness.
  • Excellent understanding of customer behavior, market dynamics, and industry trends.
  • Strong understanding of store design principles, product assortment customization, and pricing customization.

Skills (Ability to):

  • Strong strategic thinking to drive in-store growth strategy.
  • Strong analytical thinking to derive insights and make data-driven decisions.
  • Strong communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and senior stakeholders.
  • Business acumen to interpret customer behaviors, local market trends, and store archetypes to inform marketing strategies.
  • Project management skills with the ability to prioritize and manage multiple initiatives simultaneously.
  • Results focused – ability to deliver in high pressure environment
  • Excellent written and verbal skills in Vietnamese and English