PEDRO is a fashion brand designed to empower the effortless confidence of a modern style maven with effortless essentials. By relating, refining and reinventing, we create updated essentials to celebrate individualism that transcends time or gender. Since our inception in 2006, we have launched both men’s & women’s collection of footwear and accessories that extends beyond our 109 global stores to an online shopping experience at pedroshoes.com. Our modern-day collection continues to inspire 19 countries across Asia Pacific, the Middle East and the United States of America.

JOB PURPOSE

The Senior Marketing Executive (International) is responsible for PEDRO’s international business partners’ development and execution of offline, online, social, and digital marketing plans. In addition, the individual is accountable in evaluating the effectiveness of his/her assigned international partners marketing communication plans and adjustments that are required.

Supporting a collaborative environment, with the basic intent to increase brand awareness and alignment to corporate, generating leads in converting sales as well as fostering customer loyalty in the respective markets.

RESPONSIBILITES

Drive Market Strategies (International)

• Define and support overall Brand & Marketing integrated strategy together with Senior team members
• Responsible for coherent and consistent brand image across all retail touch points in our partners physical stores
• Ensure efficient use of assigned budget to deliver maximum Brand Amplification
• Drive meaningful Partnerships/Tie-ups/Promotions to enhance brand relevancy and strengthen brand and customer engagement
• Manage country marketing budgets and ensure said budgets are optimized to support business goals and metrics with Senior team members and Business leads
• Monitor market trends and analysis of consumer markets activities to identify business marketing opportunities
• Work with internal and external teams to ensure that tasks are completed and programmes are delivered on time
• Develop and implement events that are ROI driven: Increase Customer Base/Revenues
• Analyze, recommend, and implement CRM related activities to promote attainment, loyalty and spending
• Define, formulate and strategize together with media budgets/investments for the international assigned markets to ensure impactful visibility through Traditional, Digital & Social channels (FB, IG, TikTok, etc)
• Identify, form partnerships and engage local ambassadors, KOLs, celebrities via seeding and activation to generate reach, impressions and engagement within the Singapore market
• Manage a middle role between principal marketing and franchisees in all aspects of branding and marketing, not limited to brand consistency on international fronts
• Develop Go-to-Market Strategies, such as planning of ATL/BTL/TTL or 360 Plan
• Develop and execute creative marketing/ events planning and all communications initiatives in accordance to brand guideline, principal’s strategic direction and market requirements
• Execute all public relations activities, including liaising with key influencers and agencies in crafting out adaptable PR plan for international markets

Perform Social Media Activities/Performance Marketing

• Obtain experience and knowledge in various social platforms available that will aid in content posting activities
• Assist in the creation of digital and social strategies, read and comprehend key metrics for digital analysis and reports

Analytical Skills

• Analyze BI data to assist in strategizing of regular trends, forecast and competitive analysis for respective markets
• Obtain skills in identifying the use of social media metrics and related marketing metrics

Manage Budget

• Manage marketing expenses and monitoring of respective international market

People and Relationship Management

• Provide guidance and maintaining consistent communications with franchisees whist ensuring all corporate, brand directives and brand direction is in accordance to respective markets
• Manage diverse culture integration

KNOWLEDGE AND SKILLS

• At least a Degree in Marketing or a related field
• Preferably with at least 2-5 years of experience in fashion or beauty retail industry for the Singapore market (exposure to APAC region will be added advantage).
• Experience in strategizing and execution of go-to-market strategies and managing marketing budgets
• Experience in media planning, events management and public relations
• Innovative and demonstrate ability to generate new ideas and engagement campaigns
• Knowledge on digital marketing (applications and tools) is a plus
• Knowledge and experience in CRM data management and framework
• Able to work in fast-paced environment whilst maintaining relationship between franchisees and principal and ensuring timely follow-up
• Excellent organizational skills, meticulous with eye for details
• Great disposition with excellent communication and interpersonal skills
• Time management skills and the ability to manage multiple priorities are critical
• Good decision-making, presentation and negotiation skills are essential
• A team player and able to work independently and proactively