Retail & Consumer Activation Manager, Singapore

The Retail & Consumer Activation Manager is responsible for developing the overarching strategies to drive sales growth and brand awareness for our retail business - The Macallan House and all other brands’ (Estate Brands) new product launches and initiatives in Singapore.

The role is required to elevate and drive cohesive brand marketing to achieve best-in-class event execution and implement an integrated marketing plan designed to recruit new consumers, drive sales conversion and stronger ROI through regular programming and partnership engagements.

Job Description

• Provide leadership and direction from strategy development to campaign execution.
• Identify potential partnerships for The Macallan House and lead relationship management with collaborators.
• Lead alongside with Boutique Manager to expand capability and integrate end to end tracking to drive retail sales performance.
• Develop and execute meaningful activities, programming, partnership events to drive traffic and consumers engagement to The Macallan House.
• Work with Global retail team to establish a strong cohesive brand that is established across all aspects of marketing ensuring synergy and alignment for The Macallan House.
• Support retail experience activities: design and production of POSMs through global and/or regional development.
• Lead end‑to‑end new product launches for Estate Brands to event delivery, from briefing, budgeting and vendor management through to on‑site execution and post‑event analysis for all DTC engagements.
• Identify and develop strategic partnerships with like‑minded brands, venues and cultural platforms to drive recruitment and brand desirability.
• Drive and execute trade elevation initiatives (ie: Master of Colours) across key channels, enhancing brand visibility, execution standards and consumer experience.
• Manage and recommend effective A&P budget control, ensure effective and reasonably priced agency’s quotation, quality control, liaising with internal and external stakeholders to ensure smooth execution and follow through.
• Proactively track competitors’ marketing activities / best practices to identify opportunities or threats for brand’s share of voice in the market.

Talent and skills

• Marketing experience in luxury/beauty/spirit industry.
• Experienced in agency management including event, design and project agencies.
• Strong understanding of retail, shopper journey and consumer experience.
• Strong presentation skill with good knowledge on PowerPoint, Photoshop or Illustrator.
• Well-organised, detail-minded and able to work with multi-tasks.
• Team player with the ability to work with multiple stakeholders.
• Self-learning mindset with a positive working attitude.