Marketing Manager

Heytea; Sydney; On-site; AUD 90,000 - 130,000; Full time

Job summary

Heytea is seeking a results-driven on-ground marketing lead to drive store performance and growth in Sydney. You will develop local strategies, plan customer acquisition activities for openings and daily operations, and translate consumer insights into actionable campaigns across malls and local partners.

You will monitor local trends, execute store events and collaborations, and partner with HQ teams to ensure brand consistency while maximizing local impact.

Qualifications

• 3+ years of experience in F&B, retail, consumer, lifestyle, or related industries.
• Strong commercial sense and consumer insight.
• Proven experience in local marketing, brand activation, event planning, or consumer-facing campaigns.

Responsibilities

• Own and drive on-ground marketing and brand operations for stores to boost performance, customer acquisition, and growth.
• Develop and execute local store marketing strategies based on market characteristics and store performance.
• Plan and execute customer acquisition activities for openings and daily operations, including sampling and community engagement.
• Monitor local consumer trends and translate insights into store marketing initiatives.
• Develop localized brand activities and campaigns, including events, campaigns, and collaborations.
• Collaborate with malls and local partners for advertising placements and resources; lead negotiations and relationships.
• Identify underperforming stores and develop targeted growth strategies with data and local intelligence.
• Develop and operate B2B scenarios like corporate catering and partnerships for sustainable revenue.

Skills

Local marketing

Brand activation

Event planning

Negotiation

Data-driven mindset

Cross-functional collaboration

Consumer insights

Brand experience

Job description

• Own and drive on-ground marketing and brand operations for stores, focusing on overall store performance, customer acquisition, brand visibility, and business growth.
• Develop and execute local store marketing strategies based on market characteristics, consumer behavior, store performance, and local business opportunities.
• Plan and execute customer acquisition activities for store openings and daily operations, including sampling, leaflet distribution, community engagement, and other localized activation initiatives to drive traffic and conversion.
• Monitor local consumer, lifestyle, and cultural trends, including food & beverage, retail, lifestyle, social media, and youth culture, and translate relevant insights into actionable store marketing and brand initiatives.
• Develop and execute localized brand activities and campaigns, including store events, seasonal campaigns, community activations, pop-ups, collaborations, and other consumer-facing initiatives to strengthen brand awareness and engagement.
• Collaborate with shopping malls and local partners to secure advertising placements, exposure opportunities, event resources, and other commercial benefits; lead negotiation, execution, and ongoing relationship management.
• Identify underperforming stores and develop targeted growth strategies, combining store-level data, customer insights, local market conditions, and competitive intelligence; drive execution, track results, and continuously optimize.
• Develop and operate B2B scenarios, such as corporate catering, afternoon tea programs, corporate partnerships, and local business collaborations, to establish sustainable revenue channels.
• Leverage mall staff, surrounding businesses, communities, and local traffic resources to generate organic footfall, strengthen customer acquisition, and improve store conversion.
• Conduct local competitor and market research, including competitor stores, new concepts, pricing, promotions, store experience, and marketing activities, and provide actionable recommendations for business and brand growth.
• Work closely with HQ brand, marketing, operations, and design teams to ensure global brand strategy is effectively translated into local market execution while maintaining brand consistency.
• Track and analyze marketing and store performance, evaluate campaign effectiveness and ROI, and continuously optimize activities based on data and business results.

Requirements

• 3+ years of experience in F&B, retail, consumer, lifestyle, or related industries, with a strong understanding of store operations and local market dynamics; frontline or regional experience is preferred.
• Strong commercial sense and consumer insight, with the ability to identify local market opportunities and independently develop and execute growth strategies.
• Strong understanding and curiosity about local culture, lifestyle, and emerging trends, with the ability to translate consumer and cultural insights into relevant brand and marketing initiatives.
• Proven experience in local marketing, brand activation, event planning, or consumer-facing campaigns; experience working with local communities, malls, or commercial partners is a plus.
• Strong resource integration and business negotiation skills, with the ability to secure and leverage external resources and partnerships.
• Data-driven mindset with strong analytical, problem-solving, and optimization capabilities.
• Strong understanding of brand experience and consumer journey, with the ability to balance brand building and commercial performance.
• Highly execution-oriented, hands-on, and willing to work closely with frontline stores to drive business results.
• Strong communication and cross-functional collaboration skills, with the ability to work effectively with HQ and local teams.