Marketing Manager

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

Job summary

heytea is seeking a results-driven Marketing and Brand Operations Lead to own on-ground store marketing across Sydney. You will develop local strategies, drive customer acquisition for openings and daily ops, and translate market insights into store-level campaigns.

Collaborate with HQ and malls, optimize ROI, and build partnerships to grow brand visibility. You will analyze performance, identify growth opportunities for underperforming stores, and lead local activations that convert foot

Qualifications

• 3+ years in F&B/retail/lifestyle with store operations experience.
• Strong commercial sense and consumer insights.
• Curious about local culture, trends and consumer behavior.
• Proven experience in local marketing, brand activation, events, or campaigns.
• Strong resource integration and negotiation skills.
• Data-driven mindset with analytics and optimization.
• Understanding of brand experience and customer journey.
• Highly execution-oriented and hands-on with frontline stores.
• Strong communication and cross-functional collaboration skills.

Responsibilities

• Own and drive on-ground marketing and brand operations for stores.
• Develop and execute local store marketing strategies.
• Plan and execute customer acquisition activities for openings and daily operations.
• Monitor local consumer trends and translate insights into brand initiatives.
• Develop and execute localized brand activities and campaigns.
• Collaborate with shopping malls and local partners for placements and events.
• Identify underperforming stores and develop targeted growth strategies.
• Develop and operate B2B scenarios such as catering and partnerships.
• Leverage mall staff and local networks to drive footfall and conversion.
• Conduct local market research and provide actionable growth recommendations.
• Work with HQ teams to translate global brand strategy locally.
• Track and analyze marketing and store performance to optimize ROI.

Skills

Store operations

Local market insights

Brand activation

Negotiation

Data-driven

Cross-functional collaboration

Execution oriented

Communication skills

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.