Position Summary
The Retail Marketing & Social Media (Senior Executive / Assistant Manager) is responsible for hands-on social media execution and retail marketing support within KENS Apothecary.
This role is primarily focused on managing and executing KENS Apothecary's social media presence as a retail communication channel, supporting store campaigns, launches, activations, and customer engagement. Retail marketing responsibilities are centred on in-store execution and coordination, ensuring brand partner initiatives are accurately and effectively delivered at the store level.
The role requires someone who can work independently, manage day-to-day social execution confidently, and collaborate closely with Retail Marketing, CRM, Operations, and Visual Merchandising teams. Brand ownership and brand-led strategy remain with the respective brand teams.
Key Responsibilities
Social Media Management (Core Responsibility Retail-Focused)
- Own and manage day-to-day social media execution for KENS Apothecary, positioning social platforms as key retail communication and engagement channels.
- Execute social content aligned with store campaigns, retail activations, launches, CRM initiatives, and customer touchpoints.
- Plan, maintain, and manage social media content calendars aligned with retail priorities.
- Oversee community management, including timely, professional responses to comments and direct messages.
- Ensure content remains commercially relevant, timely, and aligned with KENS Apothecary's retail positioning.
Retail Marketing Execution (KENS Apothecary)
- Support the planning and execution of in-store marketing campaigns, activations, and product launches within KENS Apothecary stores.
- Coordinate the rollout of retail marketing assets including POS materials, store visuals, and gift-with-purchase programmes.
- Support retail initiatives for store openings, pop-ups, VIP events, and loyalty-driven activations.
- Liaise with store teams to ensure accurate and timely execution in line with retail and brand guidelines.
- Monitor retail campaign performance and provide insights to support optimisation.
Brand & Retail Coordination
- Work closely with internal brand teams to support the local execution of brand campaigns within KENS Apothecary retail channels.
- Ensure retail-facing communications and visuals align with approved brand guidelines and retail calendars.
- Support coordination of brand-led retail activations, launches, and training-related initiatives where required.
Content Creation & Retail News-Jacking
- Create visual and short-form video content to support retail campaigns, launches, store moments, and customer engagement.
- Identify relevant cultural moments, trends, and opportunities for retail-led news-jacking, ensuring content remains on-brand and commercially appropriate.
- Participate in and coordinate retail-focused content shoots, including basic product styling and collaboration with photographers or creators.
Creative & Cross-Functional Collaboration
- Work closely with Retail Marketing, CRM, Visual Merchandising, and Operations teams to ensure consistent storytelling across physical and digital retail touchpoints.
- Collaborate with brand teams and external partners to support retail execution without assuming brand ownership.
- Ensure alignment between in-store experience, digital communication, and the overall customer journey.
Copywriting
- Write clear, engaging, and on-brand copy for social media, retail campaigns, and customer-facing communications.
- Maintain a consistent tone of voice aligned with KENS Apothecary's brand and customer experience standards.
- Adapt messaging appropriately across platforms to support engagement and conversion.
Analytics & Reporting
- Track and analyse the performance of social media activity and retail-led campaigns.
- Prepare regular performance updates with actionable insights to support optimisation and engagement.
- Stay updated on social media and retail marketing trends relevant to luxury beauty retail.
Requirement:
- Proven hands-on experience managing and optimising social media platforms such as Instagram, TikTok, Xiaohongshu (RED), or similar.
- Strong understanding of platform mechanics, formats, and trends, with the ability to drive engagement and retail relevance.
- Able to work independently, manage multiple priorities, and execute with minimal supervision.
- Good content judgement and copywriting ability suited to a premium retail environment.
- Retail marketing or in-store campaign experience is an advantage.
- Diploma or Bachelor's degree in a relevant field, or equivalent practical experience.
