A&P Executive

ROLE PURPOSE

• The A&P Executive is responsible for managing SC VivoCity's owned media channels, CRM and loyalty programs, and tenant marketing initiatives to drive brand awareness, customer engagement, footfall and sales.
• Working closely with agencies, vendors, and tenants, this role supports the planning and execution of integrated marketing campaigns while delivering a seamless customer experience across both digital and physical touchpoints.
• KEY RESPONSIBILITIES
• 1. Owned media and content management: ·       Manage and grow SC VivoCity's owned channels, including Facebook, Instagram, TikTok, LinkedIn, Zalo, YouTube, Website, and SC Rewards+ App. ·       Develop and execute content calendars aligned with marketing campaigns, events, and business objectives. ·       Coordinate with agencies and vendors to produce engaging content and campaign assets. ·       Monitor channel performance and optimize content based on audience insights and engagement metrics. ·       Ensure brand consistency across all communication platforms.
• 2. Tenant marketing and engagement: ·       Collaborate with tenants to support their marketing objectives and encourage participation in mall-wide campaigns, promotions, and CRM initiatives. ·       Manage tenant promotions, content, and marketing information for publication across SC VivoCity's communication channels. ·       Identify and develop joint marketing opportunities to enhance tenant visibility, customer engagement, and sales performance. ·       Build and maintain strong relationships with tenants to support effective campaign execution.
• 3. CRM and Loyalty program management: ·       Support the operation, maintenance, and enhancement of the SC Rewards+ App and CRM platform. ·       Plan and execute CRM campaigns through push notifications, email, SMS, and in-app communications. ·       Drive member acquisition, engagement, retention, and reactivation initiatives.
• Coordinate with CRM vendors to resolve operational issues and improve user experience. ·       Monitor and analyze CRM performance, providing recommendations to strengthen loyalty benefits and customer engagement programs.
• 4. Campaign management and reporting: ·       Support the planning and execution of integrated marketing campaigns across digital and offline channels. ·       Coordinate campaign timelines, creative assets, budgets, and vendor deliverables. ·       Prepare regular performance reports covering social media, CRM, campaign effectiveness, and tenant participation. ·       Monitor market trends, customer insights, and competitor activities to identify opportunities for improvement.  5. Brand reputation and communication support: ·       Monitor owned media channels for customer feedback, complaints, and potential reputation risks. ·       Escalate critical issues to management in a timely manner and support resolution efforts. ·       Coordinate with agencies and internal stakeholders on response communications when required. ·       Assist in preparing customer communications, FAQs, and updates during special situations or crisis incidents.

• QUALIFICATIONS - Bachelor’s degree in Marketing, Communications, Business or a related field. - 3-5 years of experience in a marketing communications role, preferably within the retail or shopping mall industry. - Experience in digital marketing, social media management, and agency coordination - Have previous experience or understanding of CRM/ loyalty management is an advantage - Excellent written and verbal communication skills in Vietnamese and English. - Strong project management and organizational skills. - Creative mindset with current industry knowledge and an ability to meet deadlines and budget constraints. - Self-motivated, responsible, and able to work independently or as part of a team. - Willingness to work under pressure and flexible hours when needed.
• CORE COMPETENCIES - Strategic Thinking: Ability to align communication plans with brand strategy and business goals. - Creativity & Innovation: Generate original and impactful ideas across media and platforms. - Digital Fluency: Understand and apply digital trends and tools effectively. - Communication: Excellent presentation, interpersonal, and storytelling skills. - Execution Excellence: Manage multiple projects with attention to detail and high accountability. - Collaboration: Foster positive relationships with tenants, vendors, and cross-functional teams. - Adaptability: Stay calm and resourceful in fast-paced or unexpected situations.