Retail Marketing (Offline Activation Executive) at Kate… · Bangkok

Location: LV2 Glowfish @ Asoke Tower, Bangkok

Team: Marketing

Reports To: Head of Marketing --- dotted line to Regional Marketing Team

Employment Type: Full-time

Start Date: Immediately

Core Mission: Drive store traffic, visibility & hyperlocal marketing.

Key Responsibilities

• Audit POSM & ensure brand consistency across retail outlets
• Coordinate printing, in-store materials, bunting, standees, OOH
• Negotiate LL for Free/Paid media support, visibility spots, co-mkt placements
• Develop on-ground activation plans (troop, sampling, promoter, MC)
• Work with store GMs to boost outlet awareness & conversion
• Launch hyperlocal campaigns — office/semi-office/community outreach
• Support store expansion rollout playbook (opening ramp-up sustain)
• Build partnerships with nearby corporates/schools/gym/residential blocks
• Ensure all in-store POSM are correctly implemented according to campaign direction, including visuals, placement, and merchandising standards. Coordinate with suppliers to verify TV screens and digital assets run correctly and on schedule.
• Conduct competitor store audits to track visual execution (cups, cup sleeves, store decorations, signage, POSM, promotional mechanics) and benchmark opportunities.

Core Expertise

• On-ground activation planning & retail marketing
• POSM placement, production knowledge & print material specs
• Negotiation skills with landlords for media space & support
• Event/booth management: promoters, sampling, opening events
• Hyperlocal marketing + partnership outreach
• Strong coordination across Ops / BD / Store teams
• Competitor retail audit & visibility benchmarking
• Basic budgeting & cost control

Qualifications

• Bachelors degree in Marketing, Business, Communications, or a related field
• 3–5 years of experience in retail marketing, trade marketing, or offline activation
• Strong knowledge of POSM production, in-store merchandising, and visual execution
• Hands-on experience with on-ground activations (sampling, promoters, store openings)
• Ability to negotiate with landlords/malls for media space and visibility opportunities
• Experience running hyperlocal marketing or community outreach campaigns
• Strong coordination skills with Ops/BD/Store teams and external vendors
• Able to conduct competitor store audits and translate insights into actions
• Good project management, attention to detail, and basic budgeting skills
• Proactive, field-ready, and able to travel frequently to stores
• Fluent in Thai; English proficiency is a plus

KPIs

• Visibility coverage: POSM execution rate >95%
• Cost saving from LL negotiation (free media value/month)
• Footfall uplift vs baseline post-activation
• No. of offline activations delivered/month
• Corporate partnership deals closed
• Opening activation success score (traffic + redemption + awareness)
• POSM Compliance Rate 95% (visual accuracy & placement)
• Competitor Audit Report submitted monthly with insights & actions
• Zero TV/digital asset error during active campaign period