Manager, Franchise & Partnerships Marketing

Overall Responsibilities
The Manager, Franchise & Partnership Marketing plays a pivotal role in working together with the business unit head and alongside the regional franchise team to develop and implement marketing strategies. The role focuses primarily on offline retail programs, while also supporting online initiatives to drive licensee sell-in, retail activations, pop-up events, and product sell-through for the Licensed Property (brand), aligning with the regional strategy as set by the Licensor.

Main Responsibilities

Brand Management

• In consultation with the business unit head and regional franchise team, develop and implement marketing campaigns aligned with market strategy, focusing on offline activations and online retailer programs to drive licensee sell-in and product sell-through.
• Plan, oversee, and execute on-ground marketing initiatives such as mall events, pop-ups, and retailer activations.
• Serve as the main point of contact for all franchise updates and coordinate information sharing with internal teams (Sales & Creative).
• Develop presentation proposals and update brand decks for marketing pitches.
• Identify trends and opportunities across market channels to boost retail sell-through.
• Analyze campaign effectiveness, evaluate results against ROI and KPIs, and apply insights to improve future campaigns.
• Stay updated with market trends, consumer behaviors, and competitor activities

Marketing & Retail Management

• Analyze and measure campaign outcomes to extract insights for future improvements.
• Oversee and manage the full implementation flow of all marketing events.
• Ensure consistent use of marketing materials, templates, and retail promotions.
• Coordinate campaign launches and ensure timelines are met, liaising with internal and external stakeholders (e.g., agencies, creative teams).
• Prepare and monitor event budgets (P&L), including securing approvals from the regional franchise team.
• Provide post-campaign reporting and analysis on all marketing initiatives

• Carry out any additional responsibilities as required.

• Develop and implement retail marketing strategies aligned with local market needs, including marketing materials and retail promotions to support product launches.
• Maintain full visibility over licensee listings, product categories, and development to support retail business planning.
• Collect and address retailer feedback on licensed products in collaboration with the Sales team and/or licensees.
• Coordinate with stakeholders (Licensor, Licensee, retailers, Creative and Business Affairs teams) on setting up and maintaining permanent retail corners.
• Standardize retail corner appearances and ensure visibility for all licensed brands and product categories.
• Ensure that all retail designs and point-of-sale materials are approved by Creative and Business Affairs.

Qualifications

• Diploma in Marketing or equivalent, with 45 years of experience in retail, marketing, or a related field.
• Experience in consumer product licensing marketing or retail marketing, especially in consumer products, is preferred.
• Strong written and verbal communication skills in English.