Senior Marketing Manager

VIVAIA is a modern fashion footwear brand focused on combining style, comfort and sustainability. As the brand continues to expand its presence in Singapore and across the region, we are looking for an experienced and commercially driven Senior Marketing Manager to lead local marketing strategy, brand growth and customer acquisition.

This role will be responsible for developing and executing integrated marketing strategies that strengthen VIVAIA's brand presence, drive customer engagement and ultimately contribute to sales and business growth.

Responsibilities:

1. Marketing Strategy & Brand Development

• Develop and execute the overall marketing strategy for the Singapore market in alignment with VIVAIA's global and regional brand direction.

• Strengthen brand awareness, positioning and customer preference within the fashion and footwear market.

• Develop annual and quarterly marketing plans based on business objectives, market trends and consumer insights.

• Identify opportunities to increase market share and customer acquisition.

• Monitor competitors, consumer behaviour and fashion trends to identify new growth opportunities.

2. Integrated Marketing Campaigns

• Lead end-to-end planning and execution of integrated marketing campaigns across online and offline channels.

• Develop campaign concepts, key messages and promotional strategies for product launches, seasonal campaigns and key retail moments.

• Work closely with regional/global teams to localise campaigns for the Singapore market.

• Ensure all marketing activities are aligned with VIVAIA's brand guidelines and positioning.

3. Digital & Performance Marketing

• Lead digital marketing strategies across:

  • Meta / Facebook / Instagram

  • Google Ads

  • TikTok

  • YouTube

  • SEO / SEM

  • Email marketing / CRM

  • Affiliate marketing

  • E-commerce platforms

• Monitor campaign performance, customer acquisition cost, conversion rate, ROAS and overall marketing ROI.

• Continuously test and optimise campaigns to improve traffic, conversion and customer acquisition.

• Work closely with the e-commerce team to improve the customer journey and online sales performance.

4. Social Media & Content

• Develop and oversee VIVAIA's social media strategy and content calendar.

• Lead content development for Instagram, TikTok and other relevant platforms.

• Identify opportunities for viral, engaging and brand-building content.

• Work with creative teams, photographers, videographers and agencies to develop high-quality content.

• Ensure content remains consistent with VIVAIA's brand identity.

5. KOL / Influencer & Partnership Marketing

• Develop and manage influencer, KOL and creator marketing strategies.

• Identify suitable influencers and brand ambassadors aligned with VIVAIA's target audience.

• Negotiate and manage influencer collaborations, campaigns and deliverables.

• Develop strategic partnerships with fashion, lifestyle, retail and relevant consumer brands.

• Measure influencer campaign effectiveness and ROI.

6. Retail & Offline Marketing

• Develop marketing campaigns to support VIVAIA's retail stores and physical customer experience.

• Plan store launches, events, pop-ups and customer engagement activities.

• Work closely with retail and operations teams to drive store traffic and sales.

• Develop local partnerships and activations to increase brand visibility.

7. Customer & CRM Marketing

• Develop customer retention and loyalty strategies.

• Utilise customer data to understand purchasing behaviour and customer segments.

• Develop email, SMS and CRM campaigns to increase repeat purchases and customer lifetime value.

• Identify opportunities to improve customer retention and engagement.

8. Budget Management

• Develop and manage the annual marketing budget.

• Allocate marketing spend effectively across different channels and campaigns.

• Monitor campaign ROI and ensure marketing expenditure is commercially justified.

• Manage relationships and negotiations with external marketing agencies and vendors.

9. Team Leadership

• Lead, mentor and develop the marketing team.

• Set clear objectives, KPIs and performance expectations.

• Work collaboratively with regional/global marketing, e-commerce, retail, operations and commercial teams.

• Provide strategic direction while remaining hands-on in campaign execution.

10. Reporting & Analytics

• Track and report marketing performance against agreed KPIs.

• Prepare monthly and quarterly marketing reports for management.

• Analyse campaign results and customer data to identify areas for improvement.

• Translate marketing data and insights into actionable business strategies.

Requirements:

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

• 7-10 years of relevant marketing experience, preferably within fashion, footwear, beauty, lifestyle, retail or consumer brands.

• Proven experience in developing and executing integrated marketing strategies.

• Strong understanding of digital marketing, performance marketing and e-commerce.

• Experience managing social media, KOL/influencer marketing and content campaigns.

• Experience managing marketing budgets and external agencies.

• Strong commercial and analytical mindset with the ability to connect marketing activities to revenue and business results.

• Excellent project management and organisational skills.

• Strong communication, presentation and stakeholder management skills.

• Creative, proactive and able to work in a fast-paced environment.

• Strong understanding of Singapore's consumer and retail market.