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1. Market Research & Consumer Insight

• Develop a strong understanding of market trends and consumer behavior to support campaign strategy.

• Conduct market research, competitor analysis, and audience segmentation

• Analyze consumer behavior, trends, and campaign data

• Work with Insight and Data teams to generate actionable insights

• Apply market insights and consumer behavior data (e.g., seasonal demand trends) provided by Insight and Data teams to develop relevant campaign strategies

 2. Campaign Strategy Development

• Develop integrated marketing strategies across digital, OOH, POSM, events, and PR

• Define campaign objectives, messaging, positioning, and channel mix

• Design go-to-market (GTM) strategies aligned with business goals

 3. Campaign Planning & Framework

• Design full campaign architecture including funnel, customer journey, and channel roles

• Develop campaign timelines, milestones, and execution frameworks

• Define campaign phases (awareness, engagement, education, conversion, retention)

• Ensure campaign plans are aligned with budget, resources, and deliverables

4. Strategy to Execution Translation

• Translate strategy into clear campaign briefs for Creative, Digital, and Activation teams

• Define content direction, channel roles, and execution priorities

• Ensure all teams clearly understand campaign objectives and deliverables

• Ensure consistency of campaign messaging and execution across all channels

5. Cross-Functional Leadership

• Lead alignment across Creative, Digital, POS/Event, PR, and Data teams

• Act as the central point of campaign direction and decision-making

6. Client & Proposal Strategy

• Support Business Development in pitch strategy and proposal development

• Present campaign strategies, frameworks, and recommendations to clients

• Provide strategic consultation aligned with client business objectives

7. Performance & Optimization

• Define campaign KPIs and measurement frameworks

• Work with Performance & Insights Analyst to track and optimize campaigns

• Recommend improvements based on performance data and insights

• Interpret campaign performance reports (before, during, and after campaigns) to refine strategies

• Use performance insights to guide strategic adjustments and recommend new or supporting campaigns when necessary

• Provide strategic direction for long-term and short-term campaign adjustments.

Experience

• Minimum 4–6 years of experience in marketing strategy, campaign planning, or agency environment

• Experience in handling integrated campaigns across online and offline channels

• Proven experience in developing and leading marketing strategies

• Strong understanding of integrated marketing (digital, OOH, POSM, events, PR)

• Campaign strategy development and planning skills

• Ability to design campaign architecture (funnel, customer journey, channel mix)

• Experience in market research and consumer insight analysis

• Data interpretation and performance analysis skills

• Ability to develop campaign frameworks, timelines, and execution plans

• Knowledge of marketing analytics tools (Google Analytics, Meta Ads, etc.) is an advantage