Marketing Specialist (Multicultural & Local Produce)
T&L Global Foods Supply Pty Ltd
Location: Perth, WA
Job Type: Full-time
Salary: $79,000 - $85,000 + Superannuation (commensurate with experience)
About Us
T&L Global Food Supply Pty Ltd has established a number of NP Supermarkets around the Perth metropolitan area – comprising of NP Girrawheen, NP Carousel, NP Cash & Carry, NP Import Export (Beaufort), NP Grower Market Morley and NP Grower Market (South Lake), which cater to thousands of customers each day.
We pride ourselves in offering our customers with the highest quality and widest range of Asian groceries, including snacks, spices, ingredients and frozen items, along with fresh fruits and vegetables.
We are a growing supermarket chain positioning ourselves as the ultimate bridge between premium imported Asian goods and high-quality Western Australian (WA) local produce. We are seeking a dynamic, strategic, and culturally agile Marketing Specialist to join our team.
In this role, you will design and execute targeted marketing strategies that resonate deeply with multicultural communities—particularly Vietnamese and Chinese demographics—while simultaneously driving the "farm-to-table" positioning of our fresh, local WA agricultural products.
Key Responsibilities
Marketing Planning & Strategy
- Develop comprehensive monthly, quarterly, and annual marketing plans across all store locations.
- Identify and target key customer segments, analysing cultural buying behaviours, seasonal demand, and cross-cultural consumption trends.
- Collaborate with merchandising and procurement teams to promote imported Asian specialty products (e.g., tropical fruits, rice, frozen goods) alongside local WA products (fresh produce, meat, dairy, and farm goods).
- Conduct continuous competitor analysis within both the Asian retail market and the broader local supermarket sector.
Campaign Execution & Channel Management
- Plan and implement integrated campaigns, including bundled offers that combine imported and local products to encourage cross-selling.
- Execute high-impact seasonal and cultural campaigns (e.g., Lunar New Year, Mid-Autumn Festival) alongside local Australian seasonal promotions.
- Manage end-to-end digital marketing (social media, website, email marketing with localized content for Vietnamese and Chinese audiences) and offline marketing (POSM, in-store displays, catalogues, flyers).
- Coordinate with internal teams across Vietnam and WA to produce culturally relevant, high-quality promotional materials.
Brand Management & Visual Merchandising
- Maintain a consistent brand identity that positions the business as a premier cross-cultural retail hub.
- Oversee in-store visual merchandising that aligns with Asian shopping habits while maintaining a premium image for WA agricultural products.
- Develop creative concepts that seamlessly integrate cultural relevance with local authenticity.
Performance Tracking, Reporting & Budgeting
- Monitor and report on campaign ROI, sales traffic, and conversion rates across different product categories.
- Analyse POS data to track the performance of imported goods vs. WA local products across various customer segments.
- Utilize Google Analytics, Meta Ads Manager, CRM systems, and POS data to optimize product mix, pricing strategies, and promotional timing.
- Manage marketing budgets effectively, ensuring cost efficiency while maximizing campaign impact.
Stakeholder Coordination
- Liaise with international suppliers, Asian import partners, and local WA farmers, producers, and distributors.
- Engage and coordinate with agencies, KOLs, and influencers within the Vietnamese and Chinese communities.
- Work closely with store operations teams to ensure seamless execution of marketing campaigns and merchandising standards.
Skills and Qualifications Required
- Education: Bachelor’s degree in Marketing, Business, Communications, or a highly related discipline.
- Experience: Minimum of 2–3 years of experience in retail marketing, brand management, or a similar role. Experience in grocery, FMCG, or agricultural produce marketing is highly desirable.
- Cultural & Linguistic Expertise: Deep understanding of Vietnamese and Chinese consumer behaviours, cultural nuances, and shopping habits. Professional proficiency or fluency in Vietnamese and/or Chinese (Mandarin/Cantonese) is highly advantageous to effectively create localized content and communicate with international stakeholders, suppliers, and community influencers.
- Technical Skills: Proficiency with data analytics and marketing tools, including POS data analysis, Google Analytics, Meta Ads Manager, and CRM systems.
- Communication: Exceptional stakeholder management skills, with the ability to collaborate effectively with local WA farmers, international suppliers, and internal cross-border teams.
Pay: $79,000.00 – $85,000.00 per year
Benefits:
- Extended annual leave
- Maternity leave
- Parental leave
- Profit sharing
- Relocation assistance
Work Location: In person
