We are looking for a Retail Marketing Manager to support brand awareness, store traffic, customer engagement and retail growth across VIVAIA's retail network.

This is a regional, collaborative and hands-on role working closely with internal teams, regional markets and franchises to translate brand and business priorities into effective local retail marketing initiatives. A key focus will be O2O deployment, test-and-learn and cross-market collaboration - identifying successful tactics, optimizing performance and scaling proven practices.

As VIVAIA's retail business operates primarily through a franchise-led model, the role will also serve as a key marketing partner to franchisees, providing guidance, reviewing local plans and performance, and identifying opportunities to strengthen retail marketing effectiveness.

Key Responsibilities

• Develop and align the retail marketing calendar with regional markets, franchisees, and internal Marketing, Creative, Product and Retail Operations teams, translating key brand and business priorities into local retail initiatives.
• Partner with internal marketing teams and regional markets to drive effective O2O customer journey deployment, leveraging test-and-learn insights and proven market practices to continuously optimize and scale successful approaches.
• Build trusted strategic partnerships with franchisees, understanding local business needs and providing marketing guidance to support brand awareness, store traffic, customer engagement and retail growth.
• Support markets and franchises in developing retail campaigns, store-opening marketing plans, activations and community initiatives, providing regional guidance to strengthen local execution and effectiveness.
• Review and approve retail marketing activation plans and new store opening (NSO) grand opening proposals, ensuring alignment with brand direction, business objectives and local market relevance.
• Monitor franchisee KPIs and campaign performance, identifying gaps and opportunities and providing actionable recommendations to optimize future initiatives.
• Support marketing spend allocation and budget management, providing recommendations to franchisees to prioritize investment and improve marketing effectiveness and ROI.

What We're Looking For

• 5-8+ years of retail or integrated marketing experience, ideally within fashion, footwear, beauty, lifestyle or other consumer-facing brands.
• Strong understanding of retail marketing, O2O customer journeys and APAC markets, with multi-market experience preferred.
• Solid experience in event and retail activation planning and execution, with a strong focus on customer experience.
• Experience working with franchisees, distributors or retail partners and managing cross-market stakeholders.
• Strong commercial, analytical and project management skills, with a proactive, hands-on approach.
• Social media marketing and content experience is a plus. Excellent English; additional Asian languages are advantageous.