Marketing Strategist, San Juan

The Local Store Marketing (LSM) Officer leads the development, rollout, and performance management of hyperlocal marketing programs within a 13 km radius of each Highlands Coffee store. The role focuses on strategy, capability building, coaching, and performance oversight, while store teams execute onground actions based on the Officers guidance.

All promo costs, budgets, and partnership expenses require Marketing Head approval.

Primary KPI: Achieve +3

ADTC uplift through strong LSM planning and consistent store execution.

1. Strategy & Planning

• Develop the national LSM framework and annual roadmap.
• Create storefriendly toolkits, templates, and scripts.
• Identify priority customer segments per store.
• Build monthly and quarterly activation calendars.
• Align LSM plans with national campaigns and priority SKUs.
• Prepare LSM budget requirements and cost estimates for Marketing Head approval.

2. Store Capability Building

• Conduct LSM training for Store Managers, Shift Leaders, and Area Managers.
• Cascade LSM processes, scripts, and best practices.
• Coach stores on the 3x3 LSM model (3KM radius, 3 segments, 3 weekly actions).
• Facilitate roleplays for outreach, sampling, and partnership building.
• Ensure store teams can independently execute weekly LSM actions.

3. OnGround Execution Support (StoreExecuted, OfficerGuided)

The LSM Officer does not execute activities directly but ensures store teams deliver by:

• Providing direction for sampling, partnerships, instore activations, and digital LSM.
• Reviewing storeinitiated LSM proposals and endorsing costrelated items to the Marketing Head.
• Ensuring all LSM materials follow brand standards.
• Conducting periodic store visit to coach and refine execution quality.

4. Monitoring & Reporting

• Track weekly LSM activities via store logs and trackers.
• Measure impact on ADTC, traffic, trial, and repeat.
• Consolidate insights into weekly and monthly dashboards.
• Identify highimpact stores and improvement opportunities.
• Recommend corrective actions and coach stores accordingly.
• Prepare LSM performance summaries for Marketing Head review.

5. CrossFunctional Collaboration

• Work with Operations for execution consistency.
• Coordinate with Marketing for campaign integration.
• Partner with Training for capability building.
• Align with Area Managers for weekly store followthrough.
• Route all budget approvals and financial partnerships to the Marketing Head.

Key Performance Indicators (KPIs)

• +3 ADTC uplift within 90 days
• 3 weekly LSM actions per store
• Completion and accuracy of LSM logs
• Increased trial and awareness of priority SKUs
• Growth in local partnerships and sampling reach
• Store team capability and readiness

• Bachelors degree in Marketing, Business, Communications, or related field
• 13 years experience in Marketing, F&B/Retail Operations, or Community Engagement
• Advantage: field marketing, brand activation, or store operations experience
• Strong communication and facilitation skills
• Ability to analyze store performance and translate insights into actions
• Willingness to conduct fieldwork and nationwide store visits

Core Competencies

• Community Engagement
• Training & Facilitation
• Project Management
• Brand Stewardship
• Data Interpretation
• CrossFunctional Collaboration

Working Conditions

• Hybrid office + fieldwork
• Regular nationwide store visits
• Occasional weekend or holiday activations