Job Purpose:

The Marketing 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:

1. 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.

1. In-store Campaign Management:

• Develop and execute local marketing campaigns to drive traffic 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.

1. 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.

Budget Management:

Budget Planning: Assist in the preparation of the marketing budget for in-store and local campaigns, ensuring alignment with overall business goals.

Budget Tracking: Monitor and control the allocated budget for each campaign, ensuring that expenditures stay within approved limits.

Cost Optimization: Work with vendors and internal teams to optimize costs without compromising on the quality and effectiveness of marketing activities.

Reporting: Regularly report on budget utilization, providing insights and recommendations for future campaigns to improve cost efficiency.