Senior Marketing Manager

ACG3863JOB

• Own and champion the brand positioning identity and experience principles.
  
• Act as the single point of brand governance ensuring Marketing and cross-functional executions consistently reflect the brand positioning and luxury standards.
  
• Define and protect the distinctive taste point of view and cultural relevance across experiences partnerships communication and design.
  
• Guide and influence teams across the organization challenging executions that do not meet the intended brand standards.
  

• Own the overall Marketing strategy calendar budget and performance.
  
• Build and develop a strong Marketing team and external creative/agency ecosystem.
  
• Act as a strong internal advocate for the brand influencing Leasing Operations and other functions beyond direct reporting lines.
  
• Balance strong creative judgment and luxury sensibility with commercial discipline and measurable business outcomes.
  
• Lead and manage the Marketing teams execution across its three core pillars:
  

• Develop ownable signature campaigns and experiences creating distinctive properties that customers recognize and look forward to over time.
  
• Curate partnerships across luxury fashion beauty gastronomy art culture hospitality and lifestyle that strengthen positioning and bring new dimensions to the destination.
  
• Create compelling reasons for luxury clients to visit spend time and return beyond transactional shopping.
  
• Work with tenants and external partners to develop experiences that are relevant to the target clientele while reinforcing the overall brand.
  

• Build a lifetime relationship strategy with the most valuable clients moving beyond transactional CRM toward personalized engagement.
  
• Develop a strong understanding of the high-value client network including their interests behaviors and relationships with the destination.
  
• Create personalized services privileges invitations and experiences that deepen client relationships and increase engagement frequency.
  
• Build meaningful client segmentation and use customer intelligence to continuously improve experiences communication and partnerships.
  

• Build and express the distinctive luxury taste and point of view through communication content and creative direction.
  
• Establish the brand as a curator identifying what is worth discovering experiencing and discussing across fashion beauty culture gastronomy and contemporary luxury lifestyle.
  
• Develop a strong editorial approach that brings together heritage architecture tenants people products and experiences into relevant stories.
  
• Guide social media content editorial and design teams to ensure every expression feels distinctive contemporary and consistent with positioning.
  
• Move communication beyond simply promoting what tenants or the destination have available toward curating what deserves attention and why it matters to clients.
  

• 7 years of marketing experience with strong expertise in brand building CRM partnerships content or experiential marketing ideally from global FMCG luxury/fashion/beauty or premium retail businesses.
  
• Background in premium shopping malls luxury retail hospitality or lifestyle businesses; mall experience preferred.
  

• Strong understanding of destination marketing tenant collaboration footfall generation and commercial performance.
  
• Deep understanding of luxury consumers VIP engagement and personalized customer experiences.
  
• Strong aesthetic judgment editorial instinct and cultural awareness with a refined luxury sensibility.
  
• Ability to translate brand strategy into impactful campaigns experiences and measurable business results.
  
• Strong leadership cross-functional collaboration and strategic thinking with a commercial mindset.
  
• Fluent Vietnamese and strong professional English.
  

• Strength and consistency of companys new brand positioning
  
• Development and impact of ownable company signature campaigns
  
• Qualified footfall visit frequency and client engagement
  
• Growth and quality of companys CRM and high-value client relationships
  
• Client retention reactivation and participation in company experiences
  
• Quality and distinctiveness of companys editorial and creative expression
  
• Tenant and strategic partner engagement