Job Description

Join the Bacha Coffee team Great ideas start with coffee, Bacha Coffee starts with you. We are headquartered in Singapore with coffee rooms and boutiques in Europe and Asia currently. We are expanding aggressively to achieve a worldwide presence in the upcoming months... Bacha Coffee specialises in 100% Arabica coffees and provides customers with a unique opportunity to travel the world through their cup by exploring harvests from over 30 of the most well-reputed coffee producing countries. Even our distinctive fine blended, fine-flavoured and naturally decaffeinated coffees are produced using only 100% Arabica beans to give coffee lovers the widest choice, without ever sacrificing quality or flavour. The qualities that have made Bacha Coffee a legendary brand around the world also make us a great place to work: innovation, creativity, passion, and excellence.

: Assistant Marketing Manager, Overseas Markets This position is responsible for advising and overseeing brand retail marketing, PR, social media, brand.com and official store online marketplace strategies and campaigns in overseas markets with the objective of driving sales while maintaining the brand\xe2\x80\x99s luxury market positioning. This role requires an understanding of luxury retail and digital marketing in overseas markets in particular; public relations; social media management; eCommerce, on platform, search engine & social media advertising, SEO & SEM. The position reports to the Senior Global Marketing Manager. Within the organization, this position will assist with the conception of brand marketing calendar and work to implement it through retail, F&B, public relations, social media channel, eCommerce and w (when applicable) on 3rd party marketplaces. This position has primary working relationships with the Corporate Communications, Corporate Sales, Digital, Operations, Warehouse and Finance teams, as well as staff with similar positions within subsidiaries and franchises. Outside the organization, the position coordinates primarily with media and KOL\xe2\x80\x99s; service providers such as public relations agencies, digital agencies, 3rd party marketplaces, web developers, event companies, photographers, videographers, eCommerce enablers; as well as marketing teams within other luxury brands, malls, airlines and banks, etc.

Responsibilities: Marketing & communications:

• Conceptualize, implement and measure the success of comprehensive marketing, public relations, social media and online marketplace campaigns in overseas markets where the brand has subsidiaries and franchised locations.
• Coordinate with subsidiaries and franchises on an annual marketing calendar and assist them in translating this vision into a coherent retail, F&B, PR and social media strategy that is market specific and market appropriate and that will enhance the brand\xe2\x80\x99s image and positioning.
• Liaise with partners public relations agencies; write, review and approve press releases and interview responses; act as the brand\xe2\x80\x99s representative with the media; plan and arrange on-site execution of media hostings and press events; and, managing any PR crises.
• Coordinate editorial direction, design and production of all branded materials and ensuring consistent articulation of the brand\xe2\x80\x99s desired luxury image and positioning across the brand\xe2\x80\x99s advertising, print and electronic materials such as letterhead, use of logo, listings on way-finders, signages, brochures, etc.
• Develop strategic marketing partnerships that drive both revenue and increase awareness of the brand through tie-ups, collaborations, product placements, sponsorships, events, etc. This includes outreach, negotiation, contract execution and seeing through deliverables.
• Assist in developing creative ideas for social media platforms to ensure active engagement between the brand and social media fans and online customers.
• Oversee and approve social media content on social platforms.

• Work with the eCommerce team to translate the global digital marketing activation calendar into a coherent digital strategy on brand.com in overseas markets.
• Manage activities across paid and owned channels to drive customer acquisition, profitable growth, and customer loyalty.
• Oversee implementation of SEO strategies in local language to ensure brand.com performs well organically and ranks highest in key categories.
• Oversee marketing metrics and budget, and make strategic recommendations on utilisation of budget against desired outcomes.
• Manage revenue growth, number of orders, number of customers, and average order value
• Perform detailed research into luxury brands in overseas markets, support with research, analysis, and reporting related to eCommerce and present recommendations to management.
• Identify how to solve problems and increase business activity using digital solutions across departments, including corporate sales, retail and F&B.
• Stay up to date and advise management on new technologies to ensure the brand always offers the very best user experience. Identify opportunities for the brand to use digital technology to enhance the overall marketing mix: product, price, place, or promotion. De-construct competitive best practices and create benchmarks.

• Manage all activities for brand\xe2\x80\x99s official stores on online marketplaces in overseas markets across paid and owned channels to drive customer acquisition, profitable growth, and customer loyalty.
• Oversee and manage brand homepage and ensure branding guidelines are met in both design and copy in local language.
• Oversee the coordination with internal teams (Design, Warehouse) to plan the execution of online marketplace campaigns.
• Manage internal teams to meet deadlines and ensure internal and external teams are aligned.
• Optimize online marketplace platform content and design to meet sales objectives; develop plans and targeted digital marketing strategies to drive sales.
• Use analytics tools to monitor key performance metrics to inform decision making and develop SEM strategies to ensure performance marketing campaigns drive conversions, increase customer base and promote active engagement.
• Oversee customer service templates and engagement with subsidiaries and franchises to ensure care is taken to uphold the best standards of service including response time, quality of replies, follow up, etc.
• Work with subsidiaries and franchises to analyse customer behaviour to improve content to increase customer satisfaction, engagement and commercial opportunities.

• Oversee the performance of the marketing & communications, online marketplace and eCommerce teams within subsidiaries and franchises in overseas market.

• Cultivate a clear and transparent line of communications with management.

• Develop annual budgets/plans for the department and its activities, monitoring progress, assuring adherence, ensuring that objectives are reached, and evaluating performance.

• Compile and present bi-monthly/annual digital performance reports to management and board.

• At least 5 years of experience in a strategic marketing role.
• Native fluency in written and English; preferred working knowledge of French, Italian, Arabic; working knowledge of Spanish and German would be a plus.
• Previous experience in the luxury industry for Arabic speaking markets and/or European markets would be a plus.
• Mastery or marketing principles, understanding of ROI and luxury brand positioning.
• Experience hosting and interacting with local and international media and KOLs.
• Knowledge of key acquisition platforms for Search, Display, Social (Google, Facebook, Instagram, YouTube etc.) and Analytics (Google Analytics, Tag Management Systems), email & SMS marketing.
• Knowledge of basic digital marketing principles, such as target segmentation, category, value proposition, positioning, and brand strategy.
• Experience and knowledge of Hootsuite is a plus.
• Completion of Google Analytics Certification is required, Google Adwords and Meta Advertising certifications are optional but appreciated.
• Presentation skills and experience dealing with local and international markets and customers would be a plus.