Location: Shenzhen or Remote

About VIVAIA

VIVAIA is a global footwear brand built around comfort, style and thoughtfully designed products. With a growing international retail presence, we are looking for a Retail Marketing Manager to translate brand and product priorities into local campaigns that drive store traffic, customer engagement and sales.

About the Role

This is a hands-on individual contributor role focused on offline retail growth. You will support our directly operated stores, with a strong focus on the US, and work with franchise partners across international markets.

Reporting to the Head of Retail Marketing, you will collaborate with colleagues in Shenzhen and overseas to plan and execute retail campaigns, support store openings and strengthen the connection between marketing activity and store performance.

Key Responsibilities

Retail Marketing Planning

• Develop and execute regional retail marketing calendars aligned with product launches, seasonal priorities and commercial objectives.
• Adapt global campaigns to local customer needs, retail formats and market opportunities.
• Coordinate timelines, budgets, assets and stakeholders to deliver campaigns effectively.

Store Openings & Activations

• Plan and execute marketing initiatives for new store openings, pop-ups and in-store events.
• Develop partnerships with malls, local communities and relevant external partners.
• Work closely with retail teams to deliver consistent customer experiences and effective store-level execution.

Online-to-Offline Customer Engagement

• Collaborate with digital, social, CRM and content teams to turn online engagement into store visits and purchases.
• Develop locally relevant initiatives that support customer acquisition, repeat visits and conversion.
• Ensure campaign messaging and customer journeys connect effectively across channels.

Franchise Partner Support

• Provide franchise partners with campaign guidance, marketing toolkits and execution support.
• Build local activation plans with partners, securing alignment on investment, responsibilities and expected outcomes.
• Share successful approaches across markets while maintaining brand consistency.

Performance & Optimization

• Set clear campaign objectives and track results across traffic, conversion, sales and customer engagement.
• Review campaign effectiveness and identify opportunities to improve marketing returns.
• Use store feedback and performance data to refine future plans.

What We’re Looking For

• Relevant experience in retail marketing, ideally within footwear, fashion, beauty, lifestyle or another consumer brand.
• Proven experience delivering store openings, retail activations or local marketing campaigns from planning through execution.
• Strong commercial awareness and the ability to connect marketing initiatives with measurable retail outcomes.
• Experience working across markets and collaborating with local teams, agencies or business partners.
• Strong project management skills, with the ability to manage multiple priorities and follow through on execution.
• A hands-on approach, ownership and adaptability in a fast-growing business.
• Strong English communication skills and the ability to collaborate effectively with colleagues in China and overseas.
• Experience supporting US retail or working with franchise partners would be an advantage.

Working Arrangements

This role can be based in Shenzhen or performed remotely. Close collaboration with colleagues across international markets is essential, with flexibility to work across time zones and travel as business needs require.

Why Join VIVAIA

You will have the opportunity to help shape retail marketing for a growing international brand, work across direct and partner-operated stores, and see the impact of your work on customer experience and business performance.