DFI Retail Group

Role Purpose: 

The Senior Marketing Manager is a key leadership role and second-in-command for the Singapore Marketing function, accountable for driving brand growth, commercial impact, and customer engagement. This role is responsible for driving the end-to-end execution of marketing strategies, leading a high-performing team, and delivering impactful omni-channel marketing programmes across brand growth, customer engagement, and commercial performance. Working closely with the Regional Marketing Director, the role translates regional and local strategies into bestin-class execution, partners closely with Commercial, Operations and E-commerce teams, and ensures brand consistency while optimising campaigns for local market relevance. 

Main Duties and Responsibilities: 

Marketing Strategy & Execution 

• Own the end-to-end marketing execution for Singapore, translating strategy into clear plans and strong execution 

• Lead the development and execution of integrated omnichannel campaigns across in-store, digital, social, CRM and e-commerce 

• Translate regional and local strategies into actionable marketing plans tailored for the Singapore market 

• Own and manage the Marketing Calendar, ensuring alignment with commercial priorities, product launches and peak trading periods 

• Function as the lead on Singapore marketing operational matters in the Marketing Director’s absence. 

Brand & Campaign Management 

• Strengthen brand equity and relevance in the local market through consistent and impactful marketing initiatives. 

• Lead the local execution of own brand and exclusive brand launches, aligned to growth objectives and KPIs. 

• Ensure brand guidelines and regional frameworks are adhered to, while allowing for local optimization 

• Partner closely with creative, media, PR, and digital agencies to deliver effective and innovative campaigns. 

Commercial & Performance Management 

• Work closely with Commercial, Operations, and E-commerce teams to drive sales, traffic, and customer engagement. 

• Set clear KPIs and performance metrics for campaigns and channels; track, analyse, and optimize performance to maximize ROI. 

• Use customer insights, data, and market trends to continuously refine marketing effectiveness. 

People Leadership & Team Development 

• Lead, coach, and develop a team of marketing professionals, fostering a collaborative, high performance culture. 

• Set clear priorities, provide regular feedback and build team capability. 

• Function as a role model and key leader within the broader Singapore leadership team. 

• Maintain an open and collaborative team culture 

Budget & Stakeholder Management 

• Manage the Singapore marketing budget with strong discipline and ROI focus. 

• Support the Regional Marketing Director in planning, forecasting, and budget tracking. 

• Build strong working relationships with internal stakeholders and regional counterparts to ensure alignment and constructive collaboration across markets. 

• Function as a key point of contact for regional initiatives, stepping in as needed in the absence of the Regional Marketing Director 

Key Requirements Experience & Background 

1. 8–12 years of marketing experience, preferably within retail, FMCG, health & beauty, or consumer-focused industries 

2. Proven experience leading and developing medium-sized marketing teams. 

3. Strong history of delivering integrated, omni-channel marketing campaigns in a fast-paced environment. 

4. Experience working in matrix or regional environments is highly preferred. 

Skills & Competencies 

1. Strong strategic thinking with excellent executional discipline 

2. Commercially sharp with a clear understanding of how marketing drives sales and customer behaviour 

3. Solid understanding of digital, social, and e-commerce marketing within a retail environment 

4. Strong stakeholder management and influencing skills. 

5. Analytical mindset with the ability to interpret data and translate insights into action. 

6. Excellent communication, leadership, and project management skills 

Personal Attributes 

1. Hands-on, proactive, and comfortable operating at both strategic and executional levels 

2. Collaborative leader who builds trust and motivates teams. 

3. Agile and resilient in a fast-paced retail environment 

4. Passion for health, beauty, and consumer brands