Assistant Manager - Marketing

Overview

Minor Lifestyle is one of Thailand's leading lifestyle retail and distribution companies, with more than 200 points of sale nationwide. We represent a carefully curated portfolio of internationally recognized brands across fashion, home and lifestyle - including Anello, Charles & Keith, Sunnies, Crash Baggage, Zwilling J.A. Henckels, Villeroy & Boch, Joseph Joseph and Minor Smart Kids. We're also expanding into new territory. Through a joint venture with Pop Mart - the globally renowned collectible toy and art figure brand - Minor Lifestyle is growing beyond traditional retail into the collectibles and entertainment space, connecting consumers with the products and brands that define contemporary culture. For people who are passionate about retail, brands and the ever-evolving world of lifestyle, Minor Lifestyle offers a stimulating environment where trends meet commerce and where the business is genuinely committed to staying ahead of both.

The Assistant Manager – Marketing is responsible for leading and driving the marketing function for Crash Baggage across both online and offline channels. Reporting directly to the Business Manager, this role owns the development and execution of brand marketing, digital marketing, CRM, and e-commerce initiatives to drive brand awareness, customer engagement, traffic, online sales, and targeted business performance. The role leads a small marketing team and works closely with Product, Operations, E-commerce, and external partners to ensure successful execution of marketing campaigns and commercial initiatives that support the brand's growth objectives.

Key Roles & Responsibilities

1. Brand Marketing & Campaign Management

• Develop and execute annual, seasonal, and monthly marketing plans aligned with brand strategy and business objectives.
• Lead integrated marketing campaigns across online and offline channels to drive brand awareness, customer acquisition, store traffic, and sales performance.
• Ensure all marketing communications, visual assets, and branding materials consistently reflect the brand positioning and identity.
• Plan and manage marketing calendars, campaign timelines, and promotional activities in alignment with product launches and commercial priorities.
• Create compelling and differentiated marketing communications that enhance brand perception and drive customer purchase intent.
• Oversee content planning and production across all customer touchpoints, including social media, CRM, in-store communication, and other marketing channels.
• Monitor and evaluate campaign performance and recommend optimization initiatives to maximize ROI.
• Liaise with brand principals and external partners regarding marketing initiatives and ensure alignment with global brand direction.
• Stay updated on market trends, competitor activities, consumer behavior, and emerging opportunities to support business growth.

2. E-Commerce & Digital Marketing

• Own and drive e-commerce marketing initiatives to support online sales growth and business targets.
• Colaborate with internal stakeholders and external partners to optimize traffic, conversion, customer acquisition, and customer retention across e-commerce platforms and marketplaces.
• Plan and execute digital marketing activities including social media, paid media, influencer marketing, KOL collaborations, CRM, and performance marketing campaigns.
• Manage online campaign calendars, promotional activities, and key commercial events.
• Monitor marketplace and digital channel performance through relevant KPIs and analytics tools.
• Analyze e-commerce and digital marketing performance and provide actionable recommendations to improve customer journey, conversion rates, and revenue generation.
• Support omnichannel initiatives that create a seamless customer experience across online and offline touchpoints.

3. Customer Insights & CRM

• Gather and analyze customer insights from CRM databases, customer feedback, surveys, market research, and digital analytics.
• Translate customer insights into actionable recommendations to improve marketing effectiveness and business performance.
• Develop and execute customer engagement programs, loyalty initiatives, member activities, newsletters, and CRM campaigns.
• Monitor customer behavior and identify opportunities for customer acquisition, retention, and segmentation strategies.
• Track and report key customer metrics to support business decision-making.

4. Cross-Functional Collaboration

• Work closely with Product, Operations, and other teams to align marketing initiatives with commercial priorities.
• Support product launches, promotional campaigns, and seasonal activities to maximize sales opportunities.
• Coordinate with store operations teams to ensure effective deployment and execution of marketing campaigns at all customer touchpoints.
• Monitor campaign implementation and proactively resolve execution issues to ensure business objectives are achieved.

5. Team Leadership & People Management

• Lead and manage the brand marketing team to ensure effective execution of marketing initiatives and achievement of business objectives.
• Provide coaching, guidance, and development opportunities to team members, including the Marketing Officer and Graphic Designer.
• Assign priorities, manage workloads, and monitor project progress to ensure timely and high-quality deliverables.
• Foster a collaborative, creative, and performance-oriented team culture.
• Manage external agencies, suppliers, production houses, influencers, and creative partners to ensure quality execution and cost efficiency.
• Provide regular performance feedback and support team development in line with organizational goals.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or related fields.
• Minimum 5 years of experience in Marketing, Brand Management, Digital Marketing, or E-commerce, preferably within retail, fashion, lifestyle, accessories, or consumer brands.
• Strong knowledge of brand marketing strategies and campaign management, with a track record of driving successful campaigns across online and offline channels.
• Hands-on experience in Digital Marketing, including social media, paid media, SEO/SEM, influencer marketing, and e-commerce platforms.
• Proficiency in CRM strategies, customer segmentation, loyalty programs, and data analytics.
• Demonstrated leadership and people management skills, with the ability to lead, motivate, and develop a team.
• Excellent communication, interpersonal, and negotiation skills to collaborate effectively with internal and external stakeholders.
• Strong analytical and problem-solving abilities, with a data-driven approach to decision-making.
• Ability to thrive in a fast-paced, dynamic retail environment and manage multiple priorities.