The Marketing & PR Department serves as a strategic business partner driving brand growth, customer engagement, and commercial performance. By translating the brand’s core customer-centric philosophy into impactful campaigns, the team develops integrated marketing initiatives that strengthen brand equity, communicate product value, and inspire audiences. Through cross-functional collaboration with internal and external stakeholders, the department maintains a consistent brand presence and fosters strong community goodwill for a leading global apparel retailer.
Key Responsibilities
- Lead Influencer Marketing Strategy: Develop an integrated influencer strategy aligned with company’s brand direction, LifeWear philosophy, and objectives across brand-building, product, and sales-driven campaigns.
- Manage the Full Influencer Portfolio: Oversee top-tier KOLs, macro and micro influencers, KOCs, and emerging creators, defining the role of each tier across awareness, engagement, advocacy, traffic, and conversion.
- Lead Talent & Agency Management: Manage influencer identification, evaluation, selection, negotiation, contracting, and relationship development in partnership with influencer agencies, talent managers, and creator networks.
- Develop KOC & Creator Communities: Build a scalable KOC network, encourage authentic content creation, and develop high-performing KOCs into higher-tier influencer partners.
- Drive End-to-End Campaign Execution: Lead campaigns from planning and briefing through content approval, activation, amplification, and reporting, ensuring all content is authentic, on-brand, platformrelevant, and delivered on time.
- Coordinate Cross-Functional Execution: Partner with PR, Social Media, Performance Media, CRM, Ecommerce, and Store Operations to maximize campaign impact and support brand, business, and sales objectives.
- Manage Budget & Performance: Optimize investment across influencer tiers and evaluate performance based on reach, engagement, traffic, social buzz, sentiment, cost efficiency, conversion, and return on investment.
- Optimize Performance & Protect the Brand: Evaluate influencer effectiveness, lead post-campaign reviews, optimize the talent and content mix, and proactively manage brand-safety and reputational risks.
Product Marketing & Integrated Communications (30%)- Lead Product Marketing Strategy: Analyze customer needs, industry developments, competitor activities, cultural movements, market trends, and global direction to identify communication opportunities for each LifeWear product and category.
- Translate Insights into Business Impact: Convert customer and market insights into product marketing strategies that strengthen the company's brand and contribute to category growth and sales performance.
- Develop Product Positioning & Storytelling: Define communication territories, key messages, and storytelling approaches that make LifeWear product benefits relevant, distinctive, and easy for customers to understand.
- Drive Integrated Marketing Communications: Lead the development of integrated marketing communications across online and offline touchpoints, including influencer marketing, events and activations, social media, paid media, CRM, e-commerce, and retail stores.
- Ensure Communication Consistency: Maintain clear and consistent product messaging across creators, channels, customer touchpoints, and all campaign phases.
- Coordinate Cross-Functional Execution: Partner with Merchandising, E-commerce, Retail Operations, PR, Social Media, CRM, Media, Creative, and Sales teams to align product communication with brand and business priorities.
- Manage Budget & Performance: Optimize campaign investment and evaluate marketing effectiveness based on sales contribution, year-over-year category growth, cost efficiency, and return on investment.
Requirements
- Bachelor’s degree in Marketing, Business Administration, Mass Communications, or related disciplines.
- Minimum 10 years of experience in Marketing and Campaign Management (IMC) within marketing agencies or the retail sector, including at least 5 years at the Supervisor or Assistant Manager level.
- Proven track record in Influencer Marketing, Celebrity/Talent Management, PR, and Social Media; extensive experience managing multi-tier creators (top-tier KOLs, macro/micro-influencers, and KOCs).
- Strong expertise in 360-degree brand campaign development, brand management, and project execution.
- Full professional proficiency in both English and Vietnamese (written and verbal).
- Demonstrated leadership, cross-functional collaboration, and multi-tasking capabilities in high-volume environments.
- Excellent interpersonal and networking skills with the ability to influence and partner across diverse business units.
- Analytical mindset with strong problem-solving and critical-thinking abilities.
- High adaptability to fast-paced retail dynamics and multicultural workplace settings.
- Highly collaborative team player with a resilient, proactive can-do attitude and continuous learning mindset.
