ABOUT JAPAN HOUSE LONDON
Japan House London is a cultural destination offering guests the opportunity to experience the best and latest from Japan. Located on London’s Kensington High Street, the experience is an authentic encounter with Japan, engaging and surprising even the most knowledgeable guests. Presenting the very best of Japanese art, design, gastronomy, innovation, and technology, it deepens the visitor’s appreciation of all that Japan has to offer. Part of a global initiative led by the Japanese Ministry of Foreign Affairs, there are two other Japan Houses, one in Los Angeles and the other in São Paulo.Â
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PURPOSE OF THE ROLE
The Retail Marketing Manager will be responsible for developing and then delivering all elements of a retail marketing strategy with the aim of driving sales in the physical and online Shops at Japan House London. This fast-paced role will cover a wide range of tasks such as social media strategy and posting, planning and creating revenue-driving email marketing working with agencies and media outlets on paid advertising, coordinating the creation of artwork and adverts, reporting to senior management on results and adjusting the strategy according to resultsÂ
Working with the Marketing & Communications Team, you will understand the need for an integrated approach and team working to achieve success across a variety of channels, both traditional and digital, ensuring that The Shop marketing plans and activities align with those activities for the broader Japan House offer.
It is essential that you have marketing experience in the retail sector. You will bring a wealth of essential skills to the role, with particular expertise in email and social media marketing. Excellent interpersonal skills and a proactive approach are essential, as are fresh thinking and a strong understanding of methods of audience engagement.
Success in this role will be evidenced by an increase in sales in The Shop, both on and offline.
Flexible working opportunity: Full time (40 hours) or part-time (minimum 28 hours). Occasional out-of-hours requirement.
KEY ACCOUNTABILITIES
Overall
- Development and delivery of the retail marketing plan within agreed budget, based on customer insight to support sales revenue and other retail KPI targets.
- Development of customer insight plan for retail business to help enable optimisation of marketing, merchandising, eCommerce and promotions.
- Liaising with the JHL Marketing & Communications Team to ensure cohesion with general JHL marketing plan and activities
Email & Paid Advertising
- Maintaining and growing retail mailing lists, producing engaging Shop e-newsletters, e-shots and other communications, such as experience invitations.
- Management of all retail promotional materials (printed and digital) including but not limited to event flyers, POP labels, onsite marketing, digital screens, video content and A Board content.
- Working with internal artworkers and creative agencies to ensure any artwork is delivered to brief, on brand and to deadlines and liaising with printers on the production of all printed marketing materials.
- Liaising with media buying and digital agencies, briefing and managing the day-to-day coordination of campaign activities, and supplying assets (copy and imagery).
- Monitoring and reporting on results of marketing and campaign activities across all channels, looking at metrics such as click-throughs and conversions; readership figures, impressions, open rates etc.
Social Media & Influencer Marketing
- Executing social media plans for the retail business and creating engaging posts for Facebook, Instagram and other channels, that drive click-throughs to the online shop and end in conversions.
- Development of an influencer marketing programme to raise the digital profile of The Shop and drive traffic and conversion for the online Shop.
- Running campaigns, competitions etc. as identified in the strategy in line with the Retail Team KPIs.
- Ensuring that all retail events are promoted through the creation of Social Media event pages and using boosts to promote to well-defined audiences.
- Identifying suitable third-party content for sharing or potential collaboration.
- Using analytics to monitor and measure the performance of posts, using the results to optimise reach and engagement of future posts.
eCommerce
- Working with the eCommerce team to monitor traffic and identify ways to improve traffic to Shop website and conversion through social media and paid campaigns.
- Managing the optimization of digital content, working with our preferred supplier on enhancing SEO.
- Working with eCommerce team to develop backlinks to The Shop website to increase traffic referral sources and generate greater authority in SEO.
Other
- Commissioning photography for use digitally and for printed materials in line with brand guidelines.
- Responding to requests from journalists to provide content, products, samples etc.
- Planning and delivery of ‘Christmas in July’ for influencers and journalists in conjunction with JHL PR Manager
- Monitoring and sharing retail industry trends and best practice relevant to marketing
- Taking photos and videos related to related products and events for social posts
- Raising purchase orders and other administrative tasks as required.
QUALIFICATIONS, EXPERIENCE, CAPABILITIES AND QUALITIES
QUALIFICATIONS
- Appropriate tertiary qualification such as a degree or diploma in Marketing, Digital Marketing, or
- other related fields, preferably from a recognised institution including the Chartered Institute of
- Marketing and the Digital Marketing Institute
- Thorough knowledge of social media platforms, especially Facebook, Instagram, LinkedIn, YouTube, Twitter, and Pinterest (and other channels) and social media scheduling and listening platforms (e.g. Sprout Social)
- SEO skills and knowledge desirable
- Experience of using email marketing platforms
- Core IT skills including familiarity with online tools
- High level of proficiency in full MS Office suite. Photoshop also an advantage.
- Use of other software systems beneficial (eg CRM, CMS)
EXPERIENCE
- At least 3 years’ professional experience in marketing.
- Retail marketing and eCommerce experience essential.
- Experience of developing and managing social media channels for retail and eCommerce essential, including creating shops on social media channels.
- Experience of using social media scheduling and reporting platforms (preferably Sprout Social) as well as social listening tools.
- Use of analytics to monitor performance and report to on results.
- An understanding of Japanese culture is preferred
CAPABILITIES
- Excellent written and spoken English, to native level
- Exceptional skills in writing specifically for social media
- Proven organizational, planning and strategy development skills
- Ability to work independently as well as collaboratively
- Basic photography skills for social media
- Basic skills in taking and editing video for social media an advantage
- Excellent interpersonal and communication skills
- A participative team player with an inclusive approach towards all colleagues
- Ability to multi-task and prioritize work, whilst paying attention to detail
- Able to influence people whilst maintaining tact and cultural sensitivity
- Excellent time management skills
- The ability to be creative within the confines of a brand
QUALITIES
Communicator Able to convey messages effectively, to both wide and specific audiences
Goal-oriented   Results driven and striving for growth
Initiative                          Responds creatively to opportunities, and generates new ones
Adaptable                       Able to use a variety of tools, embrace change and add ideas
Enthusiastic                    Passionate about the shared vision and mission
Creative                           A good eye for design and attention to detail
WORK ENVIRONMENT
- Our aim is for a flexible approach to work locations, balancing regular on-site presence and working remotely. The mix of office-based working and remote working will be determined by business need and role requirements.Â
- On site work at Japan House London, Kensington High Street, or its satellite office at Allen Street Kensington
- Standard working hours are Monday to Friday, 8 hours per day, with core hours from 10am to 3pm
- Some duties will be carried out in JHL public spaces.
- Occasional after-hours event-related work may (evenings and weekends) may be required.
- Flexible working requests will be considered for this role – please outline in your applicationÂ
BENEFITS
- Generous holiday allowance – up to 36 days per year inclusive of public and bank holidays
- Group life insurance scheme
- Remote GP service including access to physiotherapy and mental health services
- Cycle to work scheme
- Employee Assistance Programme
- Employee discount for the Japan House Shop and Stand
- Online platform to access perks and discounts for major brands
- Access to perks and discounts local to Kensington High Street, London
- Personal learning budget
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