Job Description
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Own and drive on-ground marketing and brand operations for stores, focusing on overall store performance, customer acquisition, brand visibility, and business growth.
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Develop and execute local store marketing strategies based on market characteristics, consumer behavior, store performance, and local business opportunities.
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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.
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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.
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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.
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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.
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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.
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Develop and operate B2B scenarios, such as corporate catering, afternoon tea programs, corporate partnerships, and local business collaborations, to establish sustainable revenue channels.
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Leverage mall staff, surrounding businesses, communities, and local traffic resources to generate organic footfall, strengthen customer acquisition, and improve store conversion.
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Conduct local competitor and market research,



including competitor stores, new concepts, pricing, promotions, store experience, and marketing activities, and provide actionable recommendations for business and brand growth.
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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.
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Track and analyze marketing and store performance, evaluate campaign effectiveness and ROI, and continuously optimize activities based on data and business results.
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Requirements
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3+ years of experience in F&B;, retail, consumer, lifestyle, or related industries, with a strong understanding of store operations and local market dynamics; frontline or regional experience is preferred.
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Strong commercial sense and consumer insight, with the ability to identify local market opportunities and independently develop and execute growth strategies.
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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.
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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.
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Strong resource integration and business negotiation skills, with the ability to secure and leverage external resources and partnerships.
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Data-driven mindset with strong analytical, problem-solving, and optimization capabilities.
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Solid understanding of brand experience and consumer journey, with the ability to balance brand building and commercial performance.
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Highly execution-oriented, hands‐on, and willing to work closely with frontline stores to drive business results.
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Strong communication and cross-functional collaboration skills, with the ability to work effectively with HQ and local teams.
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📌 Marketing Manager (New South Wales)
🏢 HEYTEA
📍 New South Wales