Marketing Manager (Skincare Retail & E-commerce)

Job Summary

The Marketing Manager is responsible for driving brand awareness, customer acquisition, customer retention, and sales growth across retail stores and e-commerce platforms. This role develops and executes integrated marketing campaigns, manages digital marketing activities, oversees product launches, and collaborates closely with sales, retail operations, and external partners to strengthen the brand's market presence.

Key Responsibilities

Marketing Strategy & Planning

• Develop and execute annual marketing plans aligned with business objectives.
• Identify market trends, consumer insights, and competitor activities within the beauty and skincare industry.
• Plan and manage marketing budgets to maximize ROI.

Brand & Product Marketing

• Lead new product launches, promotional campaigns, and seasonal marketing activities.
• Develop compelling brand messaging and marketing materials.
• Ensure brand consistency across all online and offline touchpoints.

E-commerce Marketing

• Drive traffic, conversion, and revenue growth through e-commerce channels.
• Manage digital marketing campaigns including SEO, SEM, social media, email marketing, and influencer marketing.
• Optimize customer journey, website content, and conversion rates.
• Analyze e-commerce performance metrics and recommend improvements.

Retail Marketing

• Develop retail marketing initiatives to increase store traffic and sales.
• Coordinate in-store promotions, visual merchandising campaigns, and customer engagement activities.
• Work closely with retail teams to ensure successful campaign execution.

Social Media & Influencer Management

• Develop and manage social media content calendars.
• Build relationships with influencers, KOLs, affiliates, and media partners.
• Monitor social media performance and community engagement.

CRM & Customer Retention

• Develop loyalty programs and customer retention strategies.
• Manage customer database and email marketing campaigns.
• Analyze customer behavior and purchasing trends to improve retention and lifetime value.

Analytics & Reporting

• Monitor campaign performance and prepare monthly reports.
• Track KPIs including sales growth, ROAS, customer acquisition cost, conversion rates, and customer retention.
• Use data-driven insights to optimize marketing activities.

Requirements

• Bachelor's Degree in Marketing, Business, Communications, or related discipline.
• 5+ years of marketing experience, preferably within skincare, beauty, cosmetics, retail, or e-commerce industries.
• Strong knowledge of digital marketing, e-commerce platforms, and social media marketing.
• Experience managing product launches and integrated marketing campaigns.
• Proficient in Google Analytics, Meta Ads, Google Ads, CRM systems, and e-commerce platforms.
• Strong analytical, communication, and project management skills.

Preferred Experience

• Experience with beauty, skincare, cosmetics, wellness, or FMCG brands.
• Experience working with marketplaces such as Shopee, Lazada, and TikTok Shop.
• Experience managing influencer and affiliate marketing campaigns.
• Familiarity with customer loyalty and membership programs.

Key KPIs

• Revenue growth (Retail & E-commerce)
• Website traffic and conversion rate
• Return on Ad Spend (ROAS)
• Customer Acquisition Cost (CAC)
• Customer Retention Rate
• Average Order Value (AOV)
• Social media engagement and follower growth
• Product launch performance
• Store traffic and sales uplift

Reporting To: Head of Marketing / Commercial Director / General Manager

Industry: Beauty, Skincare, Cosmetics, Retail & E-commerce

Employment Type: Full-time