Business Marketing Lead (Unity)

Job description

Business Marketing Lead, Unity Wellness

Unity

Singapore is becoming a super aged society with one in five reaching 65 by 2030. As such, many are starting to pay serious attention to preventive wellness in order to stay healthier for longer.

Unity is pivoting its business model to be the market leader in Holistic Health Wellness (Nutrition-Supplementation-Recovery). Our vision is to be Singaporeans’ partner in their longevity journey, deliver a distinct competitive advantage for the wider FP supermarket business and be a profit driver for the group.

Our Mission is to be a trusted holistic wellness partner in our customers’ longevity journey.

Role Purpose

We are looking for an entrepreneurial and strategic brand builder who can lead the brand team to deliver its mission and financial goals. As the key marketing business partner to the Unity Leadership Team, you will be involved not just in strategic brand building for the relaunch happening in 2027 but also leading the team to educate customers on how they can achieve their health goals and deliver high ROI marketing/partnership initiatives. You will work closely with FPG cross-functional teams, external healthcare ecosystem, health partners to deliver a seamless omnichannel customer experience. The role also serves as the custodian of the Unity brand, ensuring all marketing initiatives support FPG’s vision of being Singapore's trusted health and wellness partner.

Key Responsibilities

1. Brand & Marketing Strategy

• Develop and execute the annual marketing strategy and roadmap aligned with Unity's business priorities, commercial objectives and customer needs.
• Translate business opportunities into integrated marketing plans that drive traffic, sales, customer acquisition and long-term brand growth.
• Identify new opportunities to strengthen Unity's positioning through customer insights, market trends and competitive analysis.
• Present marketing strategies, campaign proposals and business recommendations to senior management.

2. Integrated Campaign Management

Lead the end-to-end planning, development and execution of integrated marketing campaigns across all customer touchpoints to achieve business objectives.

This includes driving:

• Strategic brand and seasonal campaigns that build long-term brand equity.
• Tactical and promotional campaigns that support sales, category growth.

Requirements

1. Brand & Marketing Strategy Develop and execute the annual marketing strategy and roadmap aligned with Unity's business priorities, commercial objectives and customer needs. Translate business opportunities into integrated marketing plans that drive traffic, sales, customer acquisition and long-term brand growth. Identify new opportunities to strengthen Unity's positioning through customer insights, market trends and competitive analysis. Present marketing strategies, campaign proposals and business recommendations to senior management. 2. Integrated Campaign Management Lead the end-to-end planning, development and execution of integrated marketing campaigns across all customer touchpoints to achieve business objectives. This includes driving Strategic brand and seasonal campaigns that build long-term brand equity. Tactical and promotional campaigns that support sales, category growth. Functional wellness campaigns that reinforce Unity's health expertise and category leadership. Customer acquisition, retention and loyalty initiatives in partnership with CRM and digital teams. Support exclusive, new to Unity/HABA brands in terms of driving awareness and sales. Marketing support for new store openings, store relocations, renovations, store refreshes and store closure communications. Local store marketing, experiential activations and community engagement initiatives to strengthen customer engagement and drive footfall. Partnership marketing opportunities with landlords, suppliers and external stakeholders to extend Unity's reach and customer engagement. 3. Commercial & Business Performance Partner closely with Products team to develop marketing initiatives that support business growth by increasing HABA/Wellness category penetration driving promotional effectiveness improving basket size and customer conversion via the FPG database/app accelerating new product adoption; supporting supplier-funded initiatives Monitoring campaign performance and recommend optimisation strategies to maximise marketing effectiveness and return on investment. 4. Brand Management & Business Development Champion the Unity brand across all customer touchpoints/supermarket swimlanes by ensuring : consistent brand identity clear health and wellness positioning strong customer-centric and conversion messaging alignment across physical and digital channels Identifying and developing external business partnerships with the lifestyle health ecosystem partners ( this could include wellness F&B, sports, product development etc ) that can build the Unity's new brand equity and grow the business. 5. Customer Experience & Store Marketing Lead marketing campaigns, events that enhance the end-to-end customer journey across all Unity formats. Work closely with Operations, Store Design and Visual Merchandising teams to develop customer-centric in-store Experience s that improve discoverability, shopper engagement and conversion. 6. Cross-functional Leadership Serve as the key marketing representative for Unity across FairPrice Group by working collaboratively with cross-functional teams Build strong win-win internal partnerships to ensure alignment on business priorities, integrated campaign delivery and consistent customer Experience s across all FairPrice retail formats. Collaborate with external stakeholders including agencies, suppliers, shopping mall partners, landlords and production vendors to deliver high-quality marketing initiatives. 7. Agency & Vendor Management Provide clear strategic direction, oversee campaign quality and ensure projects are delivered on time and within budget. Lead and manage external partners including : Social media, PR, Production, Event agencies External design freelancers 8. Budget Management Own and manage the annual marketing budget. Develop campaign investment plans that maximise commercial returns. Monitor and review marketing performance, campaign effectiveness and ROI. Pre and Post marketing campaign evaluations. 9. Team Leadership Lead, coach and develop the Unity Marketing team to build marketing capabilities and foster a high-performing, collaborative culture. Provide strategic direction and guidance across marketing projects while ensuring effective prioritisation and execution.