Senior Marketing Manager ( Luxury Retail Background only)

ACG_3863_JOB

• Own and champion the brand positioning, identity, and experience principles.
  
• Act as the single point of brand governance, ensuring Marketing and cross-functional executions consistently reflect the brand positioning and luxury standards.
  
• Define and protect the distinctive taste, point of view, and cultural relevance across experiences, partnerships, communication, and design.
  
• Guide and influence teams across the organization, challenging executions that do not meet the intended brand standards.
  

• Own the overall Marketing strategy, calendar, budget, and performance.
  
• Build and develop a strong Marketing team and external creative/agency ecosystem.
  
• Act as a strong internal advocate for the brand, influencing Leasing, Operations, and other functions beyond direct reporting lines.
  
• Balance strong creative judgment and luxury sensibility with commercial discipline and measurable business outcomes.
  
• Lead and manage the Marketing team’s execution across its three core pillars:
  

• Develop ownable signature campaigns and experiences, creating distinctive properties that customers recognize and look forward to over time.
  
• Curate partnerships across luxury, fashion, beauty, gastronomy, art, culture, hospitality, and lifestyle that strengthen positioning and bring new dimensions to the destination.
  
• Create compelling reasons for luxury clients to visit, spend time, and return beyond transactional shopping.
  
• Work with tenants and external partners to develop experiences that are relevant to the target clientele while reinforcing the overall brand.
  

• Build a lifetime relationship strategy with the most valuable clients, moving beyond transactional CRM toward personalized engagement.
  
• Develop a strong understanding of the high-value client network, including their interests, behaviors, and relationships with the destination.
  
• Create personalized services, privileges, invitations, and experiences that deepen client relationships and increase engagement frequency.
  
• Build meaningful client segmentation and use customer intelligence to continuously improve experiences, communication, and partnerships.
  

• Build and express the distinctive luxury taste and point of view through communication, content, and creative direction.
  
• Establish the brand as a curator, identifying what is worth discovering, experiencing, and discussing across fashion, beauty, culture, gastronomy, and contemporary luxury lifestyle.
  
• Develop a strong editorial approach that brings together heritage, architecture, tenants, people, products, and experiences into relevant stories.
  
• Guide social media, content, editorial, and design teams to ensure every expression feels distinctive, contemporary, and consistent with positioning.
  
• Move communication beyond simply promoting what tenants or the destination have available toward curating what deserves attention and why it matters to clients.
  

Requirements

• 7+ years of marketing experience, with strong expertise in brand building, CRM, partnerships, content or experiential marketing, ideally from global FMCG, luxury/fashion/beauty or premium retail businesses.
  
• Background in premium shopping malls, luxury retail, hospitality or lifestyle businesses; mall experience preferred.
  

• Strong understanding of destination marketing, tenant collaboration, footfall generation and commercial performance.
  
• Deep understanding of luxury consumers, VIP engagement and personalized customer experiences.
  
• Strong aesthetic judgment, editorial instinct and cultural awareness, with a refined luxury sensibility.
  
• Ability to translate brand strategy into impactful campaigns, experiences and measurable business results.
  
• Strong leadership, cross-functional collaboration and strategic thinking with a commercial mindset.
  
• Fluent Vietnamese and strong professional English.
  

• Strength and consistency of company's new brand positioning
  
• Development and impact of ownable company signature campaigns
  
• Qualified footfall, visit frequency and client engagement
  
• Growth and quality of company's CRM and high-value client relationships
  
• Client retention, reactivation and participation in company experiences
  
• Quality and distinctiveness of company's editorial and creative expression
  
• Tenant and strategic partner engagement