SENIOR MANAGER IMC & RETAIL MARKETING

Company Description:

Suit it Up Manila is the leading luxury bespoke formal wear brand of the MEGI Group, specializing in custom-tailored suits and barongs. The brand is recognized in Metro Manila for its craftsmanship, premium materials, and personalized client service. Suit it Up Manila focuses on delivering high-quality, made-to-measure pieces for individuals seeking refined, contemporary formal wear. The company values creativity, attention to detail, and a strong commitment to customer satisfaction, offering team members the opportunity to work in a dynamic and style-driven environment.

Role Purpose:

• The Senior Manager – IMC & Retail Marketing is responsible for translating the company's overall marketing and growth direction into integrated marketing and retail initiatives that drive consumer demand, brand engagement, store traffic, and retail performance across the company's two brands.
• The role leads the planning, execution, optimization, and measurement of integrated marketing campaigns, retail and local store marketing, consumer and community activations, brand events, media relations, and influencer marketing, ensuring consistent and compelling brand experiences across  consumer touchpoints.
• The role provides cross-functional leadership across marketing and relevant business teams to deliver impactful consumer-facing initiatives, while maintaining alignment with the Head of Marketing & Growth on priorities, performance, and overall business objectives.

Key Responsibilities:

Integrated Marketing Communications (IMC)

• Translate the company's marketing and growth priorities into integrated campaign plans and execution.
• Develop and execute integrated marketing campaigns across both brands.
• Translate campaign objectives into consumer strategies, communication plans, and channel requirements.
• Lead campaign planning from brief through execution, optimization, and evaluation.
• Develop integrated campaign plans across relevant consumer touchpoints, including digital, social, retail, PR, events, influencers, partnerships, and other channels.
• Develop and manage campaign calendars, ensuring timely execution across workstreams.
• Partner with Creative to translate campaign objectives and briefs into concepts, content, assets, and consumer-facing materials.
• Ensure consistent brand messaging and consumer experience across campaign touchpoints.
• Evaluate campaign performance and recommend optimization opportunities.

Retail Marketing & Local Store Marketing

• Develop and execute retail marketing programs that drive store traffic, customer engagement, and retail sales.
• Develop and manage retail marketing and local store marketing calendars.
• Translate brand and campaign priorities into relevant in-store and local market initiatives.
• Develop localized marketing programs based on store location, customer profile, community, and business opportunities.
• Develop retail promotions, in-store campaigns, merchandising communications, and customer-facing retail experiences in partnership with Retail Operations.
• Identify opportunities to strengthen individual store performance through targeted local marketing initiatives.
• Lead marketing planning and execution for new store openings and pop-ups, when applicable.
• Develop pre-launch, launch, and post-launch marketing support for new stores and pop-ups.
• Partner with Retail Operations to ensure effective and consistent execution across stores.
• Measure retail marketing effectiveness and recommend improvements.

Consumer, Community & Brand Activations

• Develop and execute consumer, community, and brand activations that increase awareness, engagement, trial, and store traffic.
• Develop brand events and experiences aligned with approved brand and campaign direction.
• Identify opportunities to engage healthcare professionals and relevant communities through meaningful brand experiences.
• Develop community-based initiatives aligned with brand objectives and target audiences.
• Lead activation and event planning from concept development and budgeting through execution and post-activity evaluation.
• Identify opportunities to bring the brands into relevant healthcare, professional, lifestyle, and community environments.
• Identify opportunities for activations and events to generate consumer engagement, content, earned media, and retail traffic.
• Measure activation and event effectiveness and recommend opportunities for optimization and scale.

Media Relations & Influencer Marketing

• Execute media relations initiatives that strengthen brand visibility, credibility, and relevance.
• Build and maintain relationships with relevant media, editors, journalists, creators, and influencers.
• Identify and develop influencer and creator partnerships aligned with approved brand positioning and target consumers.
• Develop influencer programs that support campaigns, launches, activations, product awareness, and retail traffic.
• Manage media and influencer opportunities from identification and outreach through execution and evaluation.
• Lead product seeding, events, interviews, editorial opportunities, creator collaborations, and other earned or partnered activities.
• Monitor media and influencer performance, coverage, sentiment, and brand impact.
• Identify opportunities to generate meaningful earned media and organic brand visibility.

Consumer Engagement & Loyalty Support

• Partner with the Digital Performance, CRM & Loyalty Manager on customer engagement initiatives.
• Provide campaign, promotional, retail, activation, and customer insights to inform CRM and loyalty initiatives.
• Develop retail and activation initiatives that encourage repeat visits and customer engagement.
• Support loyalty member acquisition and in-store participation through relevant campaigns and activations.
• Identify opportunities to connect physical retail, events, activations, social, and digital customer experiences.
• Ensure relevant campaign and activation touchpoints support customer engagement and retention objectives.

Cross-functional Marketing Leadership

• Lead and drive a cross-functional marketing team comprising relevant representatives from Creative, Digital Performance, CRM & Loyalty, E-commerce, Retail Operations, Commercial Growth, and other functions as required.
• Set clear priorities, objectives, deliverables, timelines, and expectations across the marketing workstream.
• Lead the Creative Lead and relevant creative resources in translating campaign objectives and briefs into concepts, content, assets, retail materials, and other consumer-facing executions.
• Drive alignment across functions to ensure campaigns, activations, events, store launches, and retail initiatives are executed as integrated marketing programs.
• Define the functional support and resources required from each department and ensure alignment on deliverables and timelines.
• Lead cross-functional planning and execution, proactively addressing dependencies, execution gaps, and risks.
• Mobilize and manage internal and external resources required to deliver marketing initiatives effectively.
• Lead external agencies, suppliers, media partners, creators, and other external resources as required.
• Ensure cross-functional initiatives are delivered within approved scope, timelines, and budgets.

Campaign & Marketing Measurement

• Establish KPIs and measurement frameworks for campaigns, retail initiatives, activations, events, store launches, PR, and influencer programs based on approved objectives.
• Monitor performance against awareness, engagement, traffic, sales, and other relevant objectives.
• Analyze consumer, campaign, retail, media, influencer, and activation insights.
• Evaluate ROI and effectiveness of marketing initiatives.
• Recommend optimization based on performance, consumer insights, retail performance, and market developments.
• Prepare regular performance reports and recommendations for the Head of Marketing & Growth.

Qualifications

• Candidates should possess strong skills in Market Planning and Retail Marketing to design and execute effective campaigns for luxury bespoke formal wear.
• Candidates should possess solid Project Management skills to oversee end-to-end marketing initiatives, timelines, and budgets.
• Candidates should possess experience in Sales and Retail Marketing to align marketing strategies with revenue targets and in-store performance.
• Candidates should possess Brand Management and Market Planning skills to maintain a consistent brand image and position the brand effectively in the market.
• Relevant experience in fashion, luxury, or retail marketing, ideally in a managerial capacity.
• Strong analytical skills, with the ability to interpret data and performance metrics to inform decisions.
• Excellent communication, collaboration, and leadership skills to manage cross-functional teams and partner relationships.
• Bachelor's degree in Marketing, Business, Communications, or a related field; advanced studies or certifications in marketing are an advantage.