Job Purpose:
The Brand & In-store Experience Specialist is responsible for ensuring the effective implementation of regional brand guidelines and campaign strategies across all Starbucks stores in Vietnam. This role requires a deep learning and understanding of Starbucks' operational environment, with a strong focus on executing in-store initiatives that align with the brand’s premium positioning.
Key Responsibilities:
- Brand & Campaign Guidelines:
- Thoroughly understand and apply the regional brand and campaign guidelines to ensure consistent brand representation across all Starbucks stores.
- Develop briefs and prepare necessary marketing assets for in-store execution, ensuring alignment with regional standards and local business needs.
- In-store Campaign Management:
- Develop and execute local marketing campaigns to drive traffics across the market.
- Work closely with Product and Online teams to create integrated marketing communication (IMC) plans that effectively reach target audiences.
- Design and implement in-store marketing programs to support Operations in driving sales.
- Collaborate with the Operations team to ensure seamless execution of in-store campaigns that enhance customer experience.
- Produce report and analysis post campaigns for key learnings to internal and stakeholders for future improvements.
- Guideline Creation & Implementation:
- Create and maintain essential guidelines to support Operations in executing marketing programs consistently across all locations.
- Provide training and support to Operations teams to ensure thorough understanding and adhereance to these guidelines.
4. Budget Management:
o Budget Planning: Assist in the preparation of the marketing budget for in-store and local campaigns, ensuring alignment with overall business goals.
o Budget Tracking: Monitor and control the allocated budget for each campaign, ensuring that expenditures stay within approved limits.
o Cost Optimization: Work with vendors and internal teams to optimize costs without compromising the quality and effectiveness of marketing activities.
o Reporting: Regularly report on budget utilization, providing insights and recommendations for future campaigns to improve cost efficiency.