Responsibilities

- Own and drive on-ground marketing and brand operations for stores

, focusing on overall store performance, customer acquisition, brand visibility, and business growth.

- Develop and execute local store marketing strategies based on market characteristics, consumer behavior, store performance, and local business opportunities.

- Plan and execute customer acquisition activities for store openings and daily operations, including sampling, leaflet distribution, community engagement, and other localized activation initiatives to drive traffic and conversion.

- Monitor local consumer, lifestyle, and cultural trends

, including food & beverage, retail, lifestyle, social media, and youth culture, and translate relevant insights into actionable store marketing and brand initiatives.

- Develop and execute localized brand activities and campaigns

, including store events, seasonal campaigns, community activations, pop-ups, collaborations, and other consumer-facing initiatives to strengthen brand awareness and engagement.

- Collaborate with shopping malls and local partners to secure advertising placements, exposure opportunities, event resources, and other commercial benefits; lead negotiation, execution, and ongoing relationship management.

- Identify underperforming stores and develop targeted growth strategies

, combining store-level data, customer insights, local market conditions, and competitive intelligence; drive execution, track results, and continuously optimize.

- Develop and operate B2B scenarios

, such as corporate catering, afternoon tea programs, corporate partnerships, and local business collaborations, to establish sustainable revenue channels.

- Leverage mall staff, surrounding businesses, communities, and local traffic resources to generate organic footfall, strengthen customer acquisition, and improve store conversion.

- Conduct local competitor and market research

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including competitor stores, new concepts, pricing, promotions, store experience, and marketing activities, and provide actionable recommendations for business and brand growth.

- Work closely with HQ brand, marketing, operations, and design teams to ensure global brand strategy is effectively translated into local market execution while maintaining brand consistency.

- Track and analyze marketing and store performance

, evaluate campaign effectiveness and ROI, and continuously optimize activities based on data and business results.

Requirements

- 3+ years of experience in F&B;, retail, consumer, lifestyle, or related industries

, with a solid understanding of store operations and local market dynamics; frontline or regional experience is preferred.

- Strong commercial sense and consumer insight

, with the ability to identify local market opportunities and independently develop and execute growth strategies.

- Strong understanding and curiosity about local culture, lifestyle, and emerging trends

, with the ability to translate consumer and cultural insights into relevant brand and marketing initiatives.

- Proven experience in local marketing, brand activation, event planning, or consumer-facing campaigns

;

experience working with local communities, malls, or commercial partners is a plus.

- Strong resource integration and business negotiation skills

, with the ability to secure and leverage external resources and partnerships.

- Data-driven mindset with strong analytical, problem-solving, and optimization capabilities.

- Strong understanding of brand experience and consumer journey

, with the ability to balance brand building and commercial performance.

- Highly execution-oriented

, hands-on, and willing to work closely with frontline stores to drive business results.

- Strong communication and cross-functional collaboration skills, with the ability to work effectively with HQ and local teams.

- Fluent English and Chinese required.

📌 Marketing Manager (Sydney)
🏢 HEYTEA
📍 Sydney