Marketing Specialist

Responsible for developing and executing marketing, PR, and education plans aligned with brand strategy.

Responsible for supporting sales through marketing tools, training, and performance insights.

Responsible for managing digital presence, social media content, and influencer collaborations.

Perform duties in accordance with Malia Group Policies and Procedures.

On Marketing Planning & Execution

• Analyze market trends, customer behavior, and competitor activities to identify areas of opportunity or concern
• Develop and implement the annual marketing, PR, and education plans in coordination with the Educator and in alignment with the principal’s brand strategy
• Coordinate with principals to secure all assets, tools, and guidelines needed for brand launches and marketing campaigns
• Ensure the timely and impactful execution of new product launches, while maintaining proper pricing, positioning, and brand messaging
• Conduct regular market visits to monitor marketing initiative implementation, ensuring compliance with brand guidelines
• Create, maintain, and update marketing tools, including sales kits, brand presentations, and conceptual selling materials in collaboration with principals
• Support the sales team by delivering product and brand training in coordination with Educator and ensure alignment of campaign objectives and key messages
• Collaborate with the sales team to help achieve weighted distribution targets and to identify and pursue high-potential accounts
• Plan, organize, and execute marketing and educational events for salon professionals, ensuring brand alignment, proper setup, material availability, and post-event follow-up
• Drive brand visibility at point-of-sale locations by maximizing the use of POS tools and merchandising displays
• Identify branding opportunities in salons and suggest creative solutions to enhance in-store presence and consumer engagement
• Ensure adherence to the principal’s visual and communication guidelines in all activations, events, and materials

On Sales Enablement & Target Support

• Align with the Business Unit Manager on sales targets and identify marketing-driven initiatives to boost performance
• Monitor stock levels and suggest proactive measures to maintain product availability in alignment with forecasted campaigns
• Track competitor launches, salon activations, and market positioning, and propose data-driven actions to maintain a competitive edge
• Conduct regular pricing benchmarks and support in developing strategic pricing that strengthens brand value while maintaining market competitiveness
• Coordinate with the procurement department to source, produce, and manage visibility materials within allocated budgets

On Social Media & Digital Marketing

• Develop and maintain a structured content calendar aligned with the overall marketing strategy, promotional plan, and education activities
• Create and manage partnerships with influencers, particularly key hairdressers and salon owners, by identifying profiles, negotiating collaborations, and overseeing content delivery
• Monitor online engagement, sentiment, and brand performance across digital platforms and prepare monthly performance reports with actionable insights
• Identify digital trends and opportunities to increase brand visibility and engagement among target audiences

On Reporting & Analysis

• Prepare and submit monthly reports covering sales evolution vs. targets by product/category, with performance analysis and actionable recommendations
• Compile and present monthly distribution reports highlighting achievements, gaps, and follow-up action plans
• Track ROI of key initiatives and provide insights on areas of improvement and future opportunities