Marketing Management
Marketing Management is the structured planning and execution of digital commerce initiatives to optimise sales, operations, and growth across online platforms, marketplaces, and customer touchpoints.
1. Market & Competitor Analysis
- Market research (trends, demand, pricing benchmarks)
- Competitor website & product analysis
- SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
- Identifying product gaps & opportunities
2. Advertising & Campaigns
- Boosted posts / ads setup
- Ad targeting & audience segmentation
- Creating ad creatives & copy
- Managing/reviewing campaign performance
- A/B testing
3. E-Commerce Platform & Store Setup
Depending on Shopify, WooCommerce, Wix, Shopee, Lazada, TikTok Shop, etc.
- Store layout and UX optimization
- Category structuring & navigation planning
- Payment gateway setup
- Shipping/fulfilment configuration
- Product listing templates
4. Product Strategy
- Product selection & curation
- Defining pricing strategy (cost-based, competitor-based, psychological pricing)
- Inventory planning
- Bundling, cross-selling, and upselling strategy
- Limited time offer structures (flash sales, seasonal promos)
5. Content & Creative Strategy
- Product photography direction
- Product video guidelines (demo, UGC, reviews, lifestyle videos)
- Written copy guidelines (product descriptions, features, benefits)
- Brand voice & communication style
6. Conversion Rate Optimisation (CRO)
- Checkout optimizations (reduce abandonment)
- A/B testing product pages
- Trust-building elements (reviews, badges, FAQs)
- Upsell widgets, recommended products
- Funnel optimization for better sales flow
7. Sales & Promotion Strategy
- Monthly promotion calendar
- Campaign planning (11.11, 12.12, Raya, Merdeka, payday sales)
- Coupon & voucher management
- Loyalty program setup
- Affiliate or referral program
8. Advertising & Traffic Strategy
- Paid ads planning across Meta, TikTok, Google, Shopee Ads, etc.
- Audience segmentation strategy
- Ad creative direction
- Retargeting and remarketing strategy
- Funnel structure for paid traffic
9. Influencer & Partnership Management
- Identifying suitable influences
- Handling outreach & negotiation
- Managing collaboration content
- Tracking influences performance
10. Brand Reputation & Crisis Management
- Monitoring brand mentions
- Handling negative feedback professionally
- Crisis communication strategy
11. Data, Analytics & Reporting
- KPI setup (sales, ROAS, conversion rate, AOV, repeat purchase rate)
- Monthly/weekly reporting
- Insights & recommendations
- Monitoring competitor activity
- Budget and sales forecast reporting
12. Platform-Specific Optimization
TikTok Shop / Shopee / Lazada
- Keyword optimization
- Boosting strategy (platform ads)
- Seller rating optimisation
- PDP optimization (cover image, title, attributes)
Shopify / Website
- SEO strategy
- Page speed optimization
- App integration plan
- Email automation flows (cart abandon, upsell, thank you, review request)
13. Growth & Expansion Strategy
- Marketplace expansion planning
- International shipping strategy
- Product line expansion
- Scaling ad budgets
- Wholesale/B2B strategy
14. Brand Experience Consistency
- Ensuring experiences match brand values
- Tone, messaging & visual consistency across channels
- Cross-department alignment (marketing, ops, sales, support)