Retail Marketing Supervisor at Twyford Tile

ROLE PURPOSE

• The Retail Marketing Supervisor is responsible for the day-to-day marketing execution of MICASSO Tile Plaza, with the primary objective of increasing customer traffic, engagement, qualified leads and sales opportunities.
• The role owns the Plaza marketing calendar and ensures campaigns, events, partnerships, CRM activities, digital communication and customer engagement initiatives are properly planned, executed, tracked and improved.
• This is a hands-on execution and coordination role. The successful candidate should be able to take an agreed marketing objective and independently turn it into action without requiring constant supervision.

KEY RESPONSIBILITIES

Retail & Showroom Marketing

• Manage day-to-day marketing activities for MICASSO Tile Plaza.
• Develop initiatives that give customers compelling reasons to visit the showroom.
• Support positioning of the Plaza as a premium destination for tiles, surfaces and interior design solutions.
• Identify opportunities to improve customer engagement within the showroom.
• Coordinate in-showroom promotions, product displays and customer-facing marketing activities.

Campaign Management

• Plan and execute Plaza marketing campaigns from concept to completion.
• Translate marketing objectives into clear activities, timelines and deliverables.
• Coordinate campaign creatives, suppliers, Sales and Customer Service teams.
• Ensure campaigns have clear target audiences, calls-to-action and measurable objectives.
• Conduct post-campaign evaluations to determine performance and lessons.

Management of Tasks flow:

• Objective → Audience → Plan → Execution → Leads → Results → Learning

Lead Generation & Conversion Support

• Ensure Plaza marketing activities generate measurable business opportunities.
• Develop activities that increase showroom visits, consultations and enquiries.
• Track leads generated from campaigns, events, digital platforms and partnerships.
• Work closely with Sales to ensure marketing-generated leads are followed up.
• Monitor customer progression through:

Awareness → Showroom Visit → Consultation → Quotation → Sale → Follow-up

Events & Customer Activations

• Plan and coordinate Plaza events and activations.
• Manage initiatives such as:
• MICASSO Artisans Connect
• Designer and architect engagements
• Product launches
• Workshops
• Customer events
• Showroom consultation activities
• Coordinate invitations, suppliers, materials, guest communication and event logistics.
• Capture leads and evaluate results after every activation.

CRM & Database Marketing

• Maintain and segment the Plaza customer and professional database.
• Develop targeted WhatsApp, SMS and other CRM campaigns.
• Create follow-up communication for enquiries, showroom visitors and event attendees.
• Segment customers based on interests, customer type, project requirements and stage in the buying journey.
• Track response and conversion from database marketing activities.

Partnership Development

Identify and coordinate mutually beneficial partnerships with:

• Interior designers
• Architects
• Contractors
• Property developers
• Real estate businesses
• Lifestyle brands
• Complementary home and interior businesses

Develop activities that generate referrals, customer traffic, leads and increased brand visibility.

Digital Marketing & Content Coordination

• Support organic and paid digital campaigns for MICASSO Tile Plaza.
• Prepare monthly content and activity plans.
• Brief designers, photographers, videographers and agencies where required.
• Ensure content supports business objectives rather than communication alone.
• Monitor campaign performance and recommend improvements.
• Ensure new products, showroom experiences, promotions and customer solutions are consistently communicated.

Customer Experience

• Identify opportunities to make the MICASSO Tile Plaza customer experience more engaging.
• Support development of customer consultation experiences, product discovery activities and showroom engagement.
• Work with Sales, Customer Service and the Interior Designer to improve customer touchpoints.
• Collect customer feedback and recommend improvements.

Competitor & Market Intelligence

• Regularly monitor competitor showrooms, promotions, campaigns, events and digital communication.
• Track relevant trends within tiles, interiors, property and home improvement.
• Identify opportunities or threats and recommend appropriate marketing responses.
• Maintain simple competitor intelligence reports for management.

Planning, Reporting & Performance Tracking

• Prepare and maintain a monthly Plaza marketing calendar covering:
• Campaigns | Events | Digital | CRM | Partnerships | Product Launches | Customer Activities
• Produce concise performance reports showing:
• Activity → Investment → Leads → Visits → Quotations → Sales → Learning
• Monitor agreed marketing KPIs and identify areas requiring improvement.

Coordination & Leadership

• Coordinate creative agencies, suppliers and other marketing service providers.
• Work closely with Plaza Sales, Customer Service and Interior Design teams.
• Ensure marketing activities are completed according to agreed timelines and standards.
• Follow up proactively rather than waiting for the Marketing Manager to drive every activity.
• Identify problems early and propose solutions.

REQUIRED QUALIFICATIONS

Education

• Bachelor's Degree or Diploma in Marketing, Business Administration, Communications, Retail Marketing or related field.
• Additional certification in Digital Marketing, CRM, Events or Project Management is an advantage.

Experience

• 3–5 years' experience in marketing, preferably within retail, interiors, building materials, property, lifestyle, furniture, home improvement, FMCG or another customer-facing business.
• Demonstrated experience independently executing marketing campaigns.
• Experience coordinating events, activations or customer engagement activities.
• Experience working with sales teams and supporting lead generation.
• Experience managing suppliers, agencies or creative teams.
• Experience with CRM/database marketing is an advantage.

REQUIRED SKILLS & COMPETENCIES

The ideal candidate should demonstrate:

Commercial Thinking

• Understands that marketing must ultimately contribute to enquiries, customer visits, quotations and sales.

Strong Execution Ability

• Can independently move from an idea or objective to a completed activity.

Planning & Organization

• Can manage several campaigns, suppliers, deadlines and events simultaneously.

Initiative

• Identifies opportunities and solutions before being asked.

Customer Understanding

• Understands how customers move from awareness and interest to purchase.

Communication Skills

• Can communicate clearly with customers, partners, suppliers and internal teams.

Digital Marketing Knowledge

• Understands social media, paid campaigns, CRM, WhatsApp marketing and basic performance measurement.

Event Coordination

• Can independently coordinate customer events and activations.

Analytical Ability

• Can interpret simple campaign and sales data and identify what is working.

Partnership Development

• Confident engaging architects, designers, developers and other external partners.

Leadership & Coordination

• Can drive suppliers and internal teams to complete agreed actions without constant management intervention.