Customer Marketing Manager

DFI Retail Group; Hong Kong; On-site; HKD 600,000 - 900,000; Full time

Job summary

DFI Retail Group is seeking a seasoned Category Marketing Manager in Hong Kong to drive integrated marketing planning and customer activation across ATL and in-store channels. You will craft consumer-centric messaging, collaborate with merchandising, operations, CRM, and e-commerce, and lead promotional and event initiatives to strengthen branding and business performance.

The ideal candidate has 7+ years in FMCG or retail, strong stakeholder management, and excellent English/Chinese

Qualifications

• Bachelor's degree in Marketing/ Business Administration or related disciplines.
• Minimum 7 years of marketing experience in customer marketing / product management.
• Experience in FMCG or retail industry is an absolute advantage.
• Strong in stakeholder management with excellent communication and interpersonal skills.
• Creative, adaptable with high learning agility.
• Good at storytelling and project management.
• Well-organized and able to work in a fast-paced organisation.
• Proficient in English and Chinese, spoken and written.

Responsibilities

• Drive integrated marketing plans and activation across channels to support category strategy.
• Develop consumer-centric messaging and campaigns aligned with shopper missions.
• Collaborate with cross-functional teams including merchandising, ops, CRM and e-commerce.
• Lead promotions and event calendars to create engaging customer experiences.
• Monitor performance and adjust communications to strengthen branding and business results.
• Mentor junior team members in category management best practices.

Skills

Stakeholder management

Storytelling

Project management

Communication

Interpersonal skills

Bilingual English/Chinese

Education

Bachelor's degree in Marketing/Business Administration or related disciplines

Job description

Is this your next challenge in Customer Marketing?

Integrated Marketing Communication Planning

• Drive planning and execution on the annual marketing calendar, aligning category strategy with customer activation across 360 media touchpoints, both ATL and in-store
• Crafting communication and promotion content across categories and channels, working closely with the commercial team to strengthen the branding while driving business performance

Category Marketing Management

• Develop consumer-centric communication strategies by translating category-specific insights into compelling narratives that align with shopper missions and brand objectives
• Build tailored messaging frameworks for diverse audience segments, addressing distinct user behaviours and purchase drivers across channels
• Collaborate with cross-functional teams to story-tell product assortments through integrated campaigns, ensuring consistency in tone and purpose
• Developing insightful and trend-based customer activations that uncover opportunities for Mannings to connect customers with our quality category offers and services with integrated marketing solutions in omnichannel
• Supporting Customer Marketing Head to drive ONE integrated trade marketing calendar; collaborating with cross-functional collaborators, mainly merchandising, operations, CRM and e-Commerce teams
• Supervising and analysing the competition communication activities and anticipating their future moves

Promotion Management

• Interpreting customer and shopper behaviour to define the promotions’ objectives with alignment of category and marketing strategies, selecting cross / up-selling techniques, involving suppliers when relevant, and focusing on the development of uniqueness and differentiating promotion experiences
• Being responsible for the promotion process, ensuring the respect of promotion milestones, planning and budget, the product availability and the visual presentation of the offer to customers

Activation Management

• Being responsible for the event calendar and owning the execution of the key events across categories and channels
• Coordinating the development of new events, focusing on the creation of an exciting, outstanding customer experience, which will boost the customer’s sense of engagement with the brand

Performance Optimization

• Work closely with Digital and CRM functions to develop effective customer engagement programs with internal and external collaborators
• Work closely with Brand Marketing and Digital and CRM functions to develop effective mediums and touchpoints throughout the customer journey including TVC, print advertisement and instore POSM for both national and store-level activities
• With an understanding of the mix of marketing channels, optimising the efficiency of each channel
• Work closely with Commercial team in analysing business performance with communication and promotion

Stakeholder Leadership

• Act as the bridge between Commercial, Ops, and Suppliers, ensuring alignment from planning to execution
• Mentor junior team members in category management best practices

Do you have experience in the FMCG industry?

• Bachelor's degree in Marketing/ Business Administration or related disciplines
• Minimum 7 years of marketing experience, especially in customer marketing / product management (Category knowledge in Beauty/ Health products is an absolute advantage)
• Experience in the FMCG or retail industry is an absolute advantage
• Strong in stakeholder management, self-motivated with excellent communication and interpersonal skills
• Creative, adaptable, high learning agility
• Good at Story-telling and project management
• Well-organized, enjoy working in fast-paced organisation
• Good command of both written and spoken English and Chinese