Position Overview
Based in Singapore, this role reports to the Global CMO, with a dotted line to the Managing Director, East Asia Pacific (EAP). The Head of Marketing will set and lead the regional marketing strategy and execution across Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam, Australia, New Zealand, Japan and Korea, translating global brand direction into locally resonant, market-leading plans. You will own integrated marketing planning and delivery (brand, communications/PR, digital & social, and partnerships/influencers), ensuring consistency with global standards while elevating relevance for consumers in each market. In close partnership with eCommerce and Omni leadership, you will strengthen brand equity, deepen consumer engagement and drive sustainable commercial growth. You will also act as the voice of EAP to global teams, providing insight on consumer, competitive and cultural dynamics to shape strategy, content and opportunities.
Key Responsibilities
Strategy, Planning & Budget Ownership
- Own the EAP annual marketing strategy and operating plan, translating global brand direction into locally relevant priorities across markets.
- Set success metrics and an optimization cadence (brand health, demand, retail impact) and ensure clear performance reporting across markets.
- Represent EAP market needs and opportunities with Global Marketing teams, influencing content, calendar, and investment decisions through insight-led recommendations.
- Own regional budget planning and allocation, balancing brand-building and demand-driving investment and ensuring disciplined ROI governance.
- Lead an integrated regional marketing calendar (seasonal, product, and brand moments), coordinating briefs and deliverables across markets and agencies.
- Lead and develop a regional organization of 25+, including people managers, across key hubs (e.g., Singapore, Melbourne, Tokyo), building capability and consistent ways of working.
- Ensure brand consistency and speed-to-market by leading regional localization, including adaptation of global assets and development of market-specific creative where required.
- Lead and optimize the regional agency ecosystem (media, creative, PR, production), ensuring clear briefs, high standards, and efficient delivery.
Omnichannel Activation
- Partner with Cluster & Global Brand Experience leadership to enable and influence a consistent brand expression while elevating local cultural relevance across markets.
- In close partnership with eCommerce and Omni leadership, shape full-funnel activation across digital and social channels; ensure tight alignment between brand moments, trading priorities, and execution.
- Support brand environment and retail experience priorities (storytelling, in-store moments, local partnerships), in collaboration with Retail teams, to improve store traffic, conversion, and other retail KPIs.
Leadership & Capability Building
- Build and lead a consumer-obsessed, culturally connected team; coach leaders and create a high-performance, inclusive culture.
- Establish an operating cadence across markets (planning, briefs, reviews, measurement) and invest in capability building across brand, digital, and retail activation.
- Build strong relationships with key internal and external stakeholders (commercial, retail, eCommerce/omni, global teams, media, partners, and creators/influencers) to unlock scale and local impact.
Key Results & Success Measures
- Commercial success for the EAP business through meeting and exceeding the financial goals and KPIs.
- Key partnerships: Works closely with eCommerce and Omni leadership (including CRM owners) to align brand marketing with trading, conversion, and customer objectives.
- Brand health and cultural impact; campaign effectiveness; retail traffic and conversion; digital demand contribution (in partnership with eCommerce/Omni); and quality/speed of regional execution.
Requirements
- Bachelor's degree in marketing, Communications, or Business Administration is required.
- 15+ years of brand strategy and marketing management experience in a best-in-class consumer marketing environment.
- Significant leadership experience across East Asia Pacific markets, with a strong understanding of local consumer and cultural dynamics and how to scale best practices across diverse markets.
- Proven experience leading multi-market teams (including managing managers) and building capability in a matrixed organization.
- Excellent leadership, team management, and interpersonal skills, with the ability to collaborate effectively with cross-functional teams.
- Proven ability to develop and monitor strategic plans with a high level of creativity and innovation.
- Entrepreneurial mindset with the ability to take calculated risks and work effectively under pressure.
- Comprehensive knowledge of wholesale channels and retail operations (both owned and franchisee).
- Expertise in digital eCommerce ecosystems and the ability to maximize brand presence and demand.
- Fluency in English is essential; additional Asian language capability is a plus but not required.
LOCATION
Singapore 138589
FULL TIME/PART TIME
Full time
Current LS&Co Employees, apply via your Workday account.
