Senior Marketing Manager

Senior Marketing Manager( Retail Experience )

• Global Pioneer in Toys
• Town

Roles & Responsibilities

About the Role

We are looking for someone who can lead the evolution of our retail stores into a lifestyle and identity-led experience where people genuinely want to visit, talk about, and return to. This role will lead that transformation.

This role sits at the intersection of retail, culture, community, events, and digital engagement.

You will help bring our stores to life through engaging activations, culturally relevant campaigns, creator collaborations, and memorable customer experiences that attract both existing brand enthusiasts and entirely new audiences.

You will play a key role in shaping the launch and ongoing energy of our upcoming flagship store.

This is not a traditional retail marketing role. We are looking for someone who understands how physical retail, social media, fandoms, creators, and culture connect to create excitement, engagement, and repeat visitation.

What You’ll Be Responsible For

1. In-Store Experiences & Activations

• Execute Events: Plan, design, and execute engaging in-store experiences, launches, events, and seasonal activations.

• Drive Retention: Create experiences that encourage customers to visit, interact, and return regularly.

• Scale Activations: Coordinate activation rollouts across multiple store locations.

• Cross-Functional Collaboration: Work closely with store teams to ensure smooth and high-quality execution.

2. Community & Audience Growth

• Expand Reach: Drive engagement with new customer groups beyond our traditional shopper demographics.

• Niche Engagement: Develop community engagement initiatives across families, collectors, students, creators, tourists, and lifestyle audiences.

• Foster Belonging: Build repeatable engagement concepts that create excitement, belonging, and return visits.

• Cultivate Fandoms: Strengthen relationships with local enthusiast networks and creator communities.

3. Digital & Physical Integration

• Content Support: Support the creation of engaging content across social platforms.

• Amplify Experiences: Amplify in-store experiences through content, creators, community engagement, and social sharing.

• Shareable Moments: Help turn physical retail experiences into highly shareable digital moments.

• Trend Spotting: Identify culturally relevant storytelling opportunities and trends that connect with audiences.

4. Cultural & Lifestyle Campaigns

Calendar Management: Build and execute a 12-month cultural and identity calendar across themes such as gaming, football, motorsport, film, creativity, lifestyle decor, architecture, art, and pop culture.

Localization: Translate cultural moments and global brand campaigns into locally relevant retail experiences for Singapore audiences.

Partnerships: Coordinate collaborations and partnership activations while managing timelines and event logistics.

Stakeholder Management: Build strong working relationships with key external stakeholders, partners, and agencies.

5.Commercial Performance

Global Mindset: Candidates who have studied or worked internationally—particularly in Western environments—and can demonstrate strong cross-cultural adaptability and familiarity with global business dynamic

6. Marketing Function Leadership

• Team Direction: Provide direction, prioritization, and leadership across the company’s marketing activities.

• Mentorship: Manage and support the Senior Marketing Executive across campaign execution, social media, digital marketing, and operational coordination.

• Alignment: Ensure marketing activity is aligned across stores, campaigns, activations, partnerships, and digital channels.

• Optimize Output: Help improve the consistency, creativity, and effectiveness of the company’s overall marketing output.