Retail Marketing Strategy

The role is a senior individual contributor role responsible for defining and driving how retail at Cloud 11 attracts audiences, builds engagement, and converts creativity into commercial outcomes.

This role owns the retail marketing strategy end-to-end — translating Cloud 11's brand, cultural programming, and ecosystem strategy into demand, activation, and conversion across all retail tenants. Working closely with Marketing Comms, Events, PR & Partnerships, Product, and BD teams, this role ensures retail is fully integrated into Cloud 11's broader growth engine.

This is not a channel execution role. It requires strong strategic thinking combined with hands-on leadership to design, launch, and optimize retail marketing initiatives in a complex, first-of-its-kind environment.

Key Responsibilities:

Retail Marketing Strategy

• Define Cloud 11's retail marketing strategy, aligning tenant mix, cultural programming, and brand positioning into a cohesive go-to-market approach.
• Translate district-level brand strategy into retail-specific narratives, activation themes, and marketing calendars.
• Establish scalable frameworks and playbooks for retail campaigns, tenant launches, and seasonal activations.

Campaign Design & Delivery

• Lead the design and execution of retail-led initiatives including tenant openings, seasonal campaigns, cultural moments, and creator-driven activations.
• Personally oversee flagship campaigns from concept development through on-ground execution and post-campaign evaluation.
• Ensure strong integration between physical retail experiences and digital touchpoints, including content, social amplification, CRM, app, and in-store media.

Tenant & Ecosystem Collaboration

• Act as the strategic marketing partner to retail tenants, enabling them to leverage Cloud 11 as a platform rather than operate independently.
• Facilitate collaborations between retailers, creators, cultural partners, and events to deliver differentiated, experience-led outcomes.
• Work cross-functionally with PR & Partnerships, Events, Product, and BD teams to align retail initiatives with district-wide programming and commercial priorities.

Performance & Optimization

• Define and track retail marketing KPIs including footfall, dwell time, engagement, participation, and campaign-driven sales uplift.
• Partner with data and CRM teams to analyze performance and continuously optimize campaign effectiveness.
• Codify insights and learnings into repeatable models to support future scale.

Scope & Operating Context

• This role operates as a senior individual contributor, with the opportunity to build a dedicated retail marketing team as the business scales.
• Focus is on local, regional, and community-driven demand.
• Tourist marketing and wealth-segment marketing are out of scope.

Requirements & Profile

• 6-8 years of experience in retail marketing, experiential marketing, brand positioning, or culture-led destinations.
• Proven ability to operate as a senior individual contributor with full ownership of strategy and execution.
• Strong understanding of experience-led retail, lifestyle ecosystems, and cultural programming.
• Demonstrated ability to influence multiple stakeholders without formal line management.
• Commercially minded with strong cultural literacy and sensitivity to brand and storytelling.
• Comfortable operating in ambiguity and building new frameworks rather than relying on conventional retail marketing playbooks.
• Fluent in English; Thai proficiency preferred.

What Success Looks Like

• Retail at Cloud 11 is a consistent driver of visitation, engagement, and commercial performance.
• Retail marketing initiatives are distinctive, culturally relevant, and measurably effective.
• Tenants actively participate in and benefit from Cloud 11-led campaigns and activations.
• Scalable retail marketing systems are established, enabling future growth and team expansion.

About Cloud 11

Cloud 11 is a purpose-built creative district in Bangkok; an integrated ecosystem where culture, creators, retail, hospitality, studios, and digital platforms come together. Opening in July 2026, Cloud 11 is designed as infrastructure for the creator economy, enabling creativity to generate cultural, commercial, and social value at scale.

Retail at Cloud 11 is experience-led and content-driven. It functions as a platform for discovery, collaboration, and creator-led commerce, designed to drive sustained footfall, engagement, and measurable business impact.

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About DTGO

DTGO is a holding company with a diverse portfolio of subsidiaries, primarily focused on the real estate sector and its supporting ecosystem. These subsidiaries include MQDC and Magnolia Quality Development.