Senior Manager, Retail Marketing
About this role
POSITION SUMMARY:
The Senior Manager, Retail Marketing is a high-energy, action-oriented role responsible for the operational execution, daily management, and end-to-end delivery of retail marketing initiatives, while actively supporting the Assistant Director in strategic planning. This role converts a high-level property strategies into tactical action plans and serves as a critical strategic feedback loop. By analyzing operational data, the Senior Manager provides data-driven recommendations to help shape, refine, and optimize the overarching retail marketing strategy.
PRIMARY RESPONSIBILITIES:
Strategic Support & Analytical Mindset:
- Translate high-level strategic proposals from the Assistant Director or Executive Director into concrete operational roadmaps, identifying potential execution risks or resource gaps before rollout.
- Analyze weekly or monthly market trends, tenant sales performance, and footfall data to proactively recommend tactical strategy adjustments to the Assistant Director.
- Contribute actionable insights and data-driven proposals during retail planning sessions to assist the Assistant Director in formulating cross-property and tenant-specific promotional strategies.
Campaign Execution & Project Management:
- Execute all approved retail marketing campaigns, promotional events, and seasonal activations, ensuring all deliverables match scheduled timeline and budget allocations.
- Establish and monitor project punch-lists, tracking daily progress and resolving operational bottlenecks across all internal and external stakeholders.
- Manage on-site logistics and coordination for luxury brand partnerships, VIP workshops and retail activations etc.
Cross-Functional Operations & Retail Tenant Relations:
- Coordinate directly with internal departments – including PR, Branding, Digital Marketing, – to secure design assets finalize copy and deploy marketing materials.
- Deploy targeted CRM campaigns in coordination with the Melco Beyond team to track and incentivize spend among high-value retail customers.
- Liaise daily with retail tenants to implement co-developed marketing programs, coordinate window display changes, and distribute promotional mechanics.
Performance Tracking & Strategic Reporting:
- Compile and analyze daily campaign data, tracking metrics such as footfall, redemption rates, and retail sales performance against benchmarks set forth by Executive Director of Retail
- Draft technical post-event reports, detailing quantitative ROI data and operational challenges, accompanied by strategic recommendations for future campaign optimization.
KEY PERFORMANCE INDICATORS:
- Project Timeliness: 100% on-schedule and on-budget delivery of assigned marketing activations.
- Strategic Contribution: value and feasibility of operational recommendations adopted by the Assistant Director for future retail strategies
- Data Accuracy & Insights: accurate tracking of campaign performance paired with clear, actionable analysis.
- Tenant Participation: tenant baseline participation achieved retail mall wide marketing campaigns.
QUALIFICATIONS:
Experience (please indicate minimum required and preferred experiences)
- Minimum of 5-7 years’ of professional experience in retail marketing, event coordination, with focus on luxury retail or integrated resorts as a plus
Education (please indicate minimum and preferred academic requirements)
- Tertiary qualifications – Bachelor or Associate Degree preferred
Skills / Competencies (please indicate requisite competencies that are qualified for the position)
- Ability to translate strategic vision into actionable plans and drive them independently to completion.
- Strong capability to derive insights from data and measure commercial impact.
- Ability to look past raw numbers to uncover the “why” behind the data and present strategic recommendations to leadership
- Strong proficiency in using Excel, PowerPoint, Word and other MS Office
- Good communication skills - written and verbal.
- Fluent spoken and written Cantonese, Mandarin and English.