HappyFresh hunts for marketing roles in Southeast Asia

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Online grocery marketplace HappyFresh is currently on the hunt for a marketing director to lead the Indonesia marketing practice on the building and executing of 360 marketing strategies and campaigns, budget management, overall brand health and constant growth of the business. According to the job description, the individual will be responsible for strategy and planning activities such as performance analysis, ideation and development of growth strategies for Indonesia, and owning the full marketing funnel. This covers awareness, activation, acquisition, retention and loyalty.

At the same time, the appointed individual will work closely with the regional marketing functions such as performance/organic marketing, CRM, and brand teams to develop strong marketing campaigns in accordance with best practices. According to the job description, the ideal individual should have at least 10 years of experience across creative, growth marketing and people leadership. The individual should also have experience leading multi-discipline marketing teams of various specialisations and understands the balance required between brand, creativity and performance.

Additionally, HappyFresh is also beefing up its marketing teams in Malaysia and Thailand by searching for a marketing manager and a marketing assistant manager in those respective markets. Among the list of duties for the marketing manager based in Kuala Lumpur include handling CRM, organic social media, offline marketing, PR and partnerships with other startups, telcos and banks, among others. The marketing manager is also expected to provide monthly analysis on the country's performance and ensure consistent brand messaging and communication in all online and digital marketing as well as traditional platforms. The individual should have at least five years of experience and have strong experience in both online and digital as well as offline and traditional marketing.

Meanwhile, the marketing assistant manager based in Thailand will work closely with the head of marketing to build metrics-driven quarterly and monthly promotional campaigns from strategic planning, budget allocation, promotions mechanic and user journey· He or she will also manage and monitor those promotional activities from production to launch with online, social, CRM, creative team, and agencies to ensure seamless users experience on platforms and optimise budget based on performance data. Offline and partnership marketing are also part of the responsibilities.

When asked about the skills he is personally looking out for in candidates, David Lim, VP, marketing, told MARKETING-INTERACTIVE that candidates applying for the roles in Indonesia and Malaysia should have a strong 360 marketing experience with the ability to lead a multi-discipline marketing team. According to him, the local marketing team is made up of specialists in CRM, social media, copywriting, design and PR so the leader should be able to synergise the strengths of each channel to bring about growth for the market.

As for the marketing assistant manager in Thailand, the individual should have strong data analytics skills that can translate data into promotional campaigns that are metric-driven. Offline and partnership marketing skillsets are also required for this role to enhance the promotional campaigns.

In a previous interview with MARKETING-INTERACTIVE, Lim said 2022 will be "a year of comebacks" for a few industries and media owners. The travel and hospitality industry, for example, need to be ready to educate their target audience on how they can ensure safe travel and accommodation in a post-COVID era. Meanwhile, last-mile fulfilment and delivery service providers such as HappyFresh will have to focus on how users should continue to use their services to save time on grocery shopping and focus on the activities they miss doing, Lim said.

As it gears up for the new year, Lim said HappyFresh will continue to educate its target audience on how convenient their lives can be with online groceries. "This is especially true as economies start to open up for international and domestic mobility while people adapt to the new norms of balancing 'remote working' and staying safe carrying out chores outdoors, eg. grocery shopping," he said.

Lim added that awareness will be a continuous mission as it believes more people and families should have a more liberated lifestyle by first, knowing about HappyFresh's service offering. "With a positive outlook on the trajectory of online grocery, marketing will take on a much more important role in building a growing userbase throughout 2022," he added.

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