Business Marketing Lead (Cheers) - #1110800

We are looking for a strategic and results-driven Marketing Lead to helm the marketing efforts for Cheers and FairPrice Xpress. This role is critical in shaping long-term brand and business growth strategies, streamlining marketing operations, and driving scalable, customer-focused initiatives through data-driven decision-making.

Strategic Business & Marketing Growth

• Develop and execute long-term marketing and commercial strategies that drive sustainable business growth, profitability, and operational efficiency.

• Leverage on customer and marketing analytics to identify growth opportunities and cost optimization levers.

• Lead brand and campaign planning cycles in alignment with commercial and corporate objectives.

Account & Partner Management

• Drive adoption of account management best practices, including Joint Business Planning (JBP) and campaign efficiency analysis, to strengthen merchant/FMCG brand partnerships.

• Collaborate with the commercial team to conceptualize and deliver co-branded campaigns, securing increased marketing investment from partners.

• Manage strategic partnerships with fuel retailers (for FairPrice Xpress) and cross-brand initiatives that enhance customer experience, brand visibility and commercial growth.

• Marketing Operations & Campaign Execution

• Lead integrated campaigns across ATL, BTL, digital, in-store, and CRM channels, ensuring seamless end-to-end execution.

• Develop and manage annual marketing calendars, seasonal activations, and Go-to-Market (GTM) strategies with internal and external stakeholders.

• Budget management and controls to maximise campaign ROI 

• Drive process improvements to enhance marketing efficiency, operational excellence, and speed-to-market.

Customer Insights & Segmentation

• Harness customer insights to improve the customer journey and experience in store and design targeted campaigns to increase store traffic, basket size, and brand loyalty.

• Leverage data and analytics to craft customer-centric communications, personalization strategies, and loyalty-building initiatives.

Performance Tracking & Optimization

• Monitor and analyze campaign effectiveness, customer engagement, and channel performance to continuously optimize ROI.

• Champion a test-and-learn culture, leveraging insights to refine strategies and pioneer innovative marketing approaches.

• Bachelor's degree in Marketing, Business, or a related discipline.

• 6–10 years of progressive experience in marketing, preferably within FMCG, retail, or convenience store environments.

• Proven ability to lead marketing strategies that drive commercial impact and customer engagement.

• Strong analytical and problem-solving skills, with a solid understanding of ROI and performance marketing.

• Experience in account/partner management, including JBP and merchant-led campaigns, is highly preferred.

• Skilled in customer segmentation, lifecycle marketing, and data-driven campaign planning.

• Excellent project management and cross-functional collaboration skills, with strong verbal and written communication abilities.

• Self-driven and able to lead in a fast-paced environment through market shifts and evolving business conditions.