Reports to: Head of Retail Management
Job Purpose:
The Integrated Marketing and Client Experience Director is responsible to architect and lead a seamless, high-impact brand journey across all touchpoints. This pivotal role will unify the online and offline presence, driving brand consistency, deep client engagement, and sustainable commercial growth.
Key Responsibility
Integrated marketing strategy and plan
- Develop and execute omni-channel trade marketing strategies to ensure a consistent and elevated brand image and client engagement journey across all online and offline channels, covering pricing strategies, promotional activities, retail experience and P&L management in collaboration with sales teams.
- Lead end-to-end campaign lifecycle management, from design and execution to performance tracking, and ROI analysis, to identify gaps between actual sales and forecasts, and implement actionable optimization plans.
- Drive cross-functional collaboration with Product, Supply Chain, and Digital teams to ensure synergy and alignment in packaging, inventory and initiatives for seamless omni-channel execution.
Customer engagement and activation
- CRM strategy & lifecycle management: Develop and implement the full-funnel CRM strategy, focusing on customer acquisition, retention, and loyalty. Design and manage automated lifecycle communications (welcome series, win-back campaigns, post-purchase follow-ups).
- Data-driven personalization: Leverage advanced analytics tools (e.g., Tableau, Power BI) to decode consumer behavior, segment audiences, and create highly personalized marketing programs. Translate data insights into strategic recommendations to enhance customer LTV and marketing ROI.
- Client activation & events: Conceptualize and execute high-impact client activation and events, e.g., in-mall popup, in-store workshop, VIP event, to foster community and deepen brand affinity.
Retail experience
- Store planning: Lead the strategic planning for retail environments, including store opening and maintenance, space planning and layout optimization to enhance the in-store client journey and drive conversion.
- Visual merchandising: Develop and enforce Visual merchandising guidelines to ensure brand consistency, storytelling, and commercial effectiveness across all sales channels. Direct the creation of compelling in-store displays and installations to meet the campaign and activation needs.
- In-store client journey: Map and optimize every touchpoint of the in-store experience, from entrance to checkout, integrating marketing and commercial elements (e.g., styling experience, interactive screens) to create a seamless omni-channel journey.
Channel marketing
- Channel-specific marketing: Oversee the development of tailored marketing guidelines and toolkits for different channels (e.g., offline retail partners, e-commerce marketplaces, retail stores) to ensure brand consistency while allowing for regional adaptation
- Joint promotion: Plan, execute, and evaluate co-marketing activities and promotional campaigns jointly with Key Account Managers and Business Development partners. Develop tailor-made support plans to enhance retailer commitment and drive mutual growth.
- Performance analysis: Monitor and analyze channel performance, providing insights and recommendations to optimize marketing investment and strategic partnerships.
Essential Experience/Skill/Knowledge:
• Bachelor’s or Master’s degree in job related field.
• Minimum 10 years of trade marketing, category analyst or any related role in FMCG or beauty environment experiences will be advantage.
• Strong customer marketing know-how as a base to deliver relevant and important inputs to sales, key account, BD (including field force), finance and planning teams.
• Able to synthesize various data inputs to shape strategy and executable actions.
• Advance working knowledge of data visualization and report software (Tableau, PowerBI, Nielsen Retail Index) and Microsoft Office Applications (Excel, PowerPoint).
• Excellent in Mandarin and English
• Good in presentation, alignment and negotiation.
Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.