Company Description
We are one of Singapore's best-loved homegrown bubble tea brands, with 25+ outlets islandwide, in South Korea and a secret location in an exotic part of Asia ;) We are behind PlayMade and Playground, and we pioneered in-store handmade pearls in Singapore, where we are now writing our most exciting chapter yet: a brand refresh, monthly seasonal launches that keep surprising the market, a customer app community of over 100,000 members, and a growing international franchise family across Singapore, Korea and new markets.
We are fast-moving (having learnt from years of experience dealing with handmade bobas that expire within hours due to our stubbornness to exclude preservatives). Decisions that take weeks elsewhere take a conversation here. You will work directly with the co-founders and have real ownership of outcomes, not just tasks.
Role Description
We are looking for a Head of Marketing to own the marketing function end to end: strategy, brand, team, budget and results.
Here is the honest context: Our founding team brings deep strength in commercial strategy, operations and franchising. You will be the most senior marketing voice in the company: no layers between you and the founders, and full authority to build the function the way you believe it should run.
You will inherit a capable team: a campaign strategist, a senior campaign and rebrand lead, a creative lead with a designer, a marketing coordinator, an outlets and events specialist, and CRM/analytics support. Your job is to lead them, develop them, keep them, and turn their work into market share.
Key Responsibilities
Marketing Strategy & Annual Planning
- Own the marketing strategy for multi-brands: annual plan, campaign calendar, channel mix, and budget allocation.
- Work with the team to develop the 12-month brand and campaign roadmap with proper lead times, working with R&D on the product pipeline.
- Define what PlayMade stands for in the market and how we win against well-funded competitors.
Brand Stewardship & Rebrand
- Lead our brand refresh journey: positioning, visual identity governance, and how the new brand rolls out across every touchpoint.
- Own brand health: awareness, consideration, and share of voice against category competitors.
- Oversee PR strategy and agency relationships.
Team Leadership & Organisation Building
- Lead, develop and retain a marketing team of 6 to 8 across strategy, campaigns, creative, coordination, outlets and analytics.
- Design the team structure as we scale, with hiring authority for your function.
- Build the operating rhythm: planning cycles, standups, reviews, and 1-on-1s.
- Develop your people deliberately: this team has talent that needs a leader who grows it.
Campaign Delivery & Execution Management
- Own end-to-end delivery of marketing campaigns across multi-brands: work allocation, timelines, quality, and post-campaign accountability.
- Run the campaign calendar so every launch gets proper lead time, from merchandise production to key visuals to content.
- Be a player-coach at our scale: comfortable getting hands-on when it matters, while building a team that does not depend on you for everything.
Performance, Budget & Reporting
- Own the full marketing budget with P&L-level accountability for marketing's contribution to revenue.
- Track campaign ROI, channel performance, CRM metrics and brand health, and present a monthly marketing review to the founders.
- Build a culture where every campaign is measured, every learning is documented, and decisions follow the data.
CRM & Retention
- Co-shape the lifecycle marketing strategy for our 100,000+ member app: retention, frequency, credit-loading mechanics and segmentation, planned and executed with our in-house Digital and CRM specialists.
Partnerships & Commercial
- Own Tier 1 commercial partnerships: delivery platforms, payment merchants, and long-term brand collaborations.
- Identify and develop partnership opportunities that expand reach and drive revenue.
International & Franchise Marketing
- Own marketing support for our overseas franchise partners: brand toolkits, campaign guidance, and local-market adaptation frameworks across Korea and pipeline markets.
- Build the franchise marketing playbook that lets our brand travel.
Requirements
- 8 to 12 years of marketing experience, including at least 3 years leading a marketing team of 5 or more.
- Experience as the most senior marketing leader in an organisation (Head of Marketing, Senior Marketing Manager reporting to founders/GM), or demonstrable readiness to step into that seat.
- F&B, FMCG, consumer retail or lifestyle brand background. Multi-outlet retail experience strongly preferred.
- A track record of building and retaining teams. Excellent communication, presentation, and interpersonal skills.
- Proven campaign and launch delivery at pace, with results you can show in numbers.
- Strategic depth and hands-on range: you can set a 12-month brand strategy and also sharpen a campaign brief the same afternoon.
- Working fluency across digital marketing (social, paid media, CRM/EDM, influencer). You direct specialists confidently even where you are not the deepest expert.
- Data-driven decision making: budgets, ROI, and brand metrics are your natural language.
- Founder-ready: you communicate directly, manage upward with clarity, and thrive with autonomy rather than needing direction.
- Bonus: rebrand leadership experience, franchise/regional marketing, or loyalty programme ownership.
Why This Role
- Full ownership of a marketing function at a beloved local brand: your strategy, your team, your results.
- Founders who want to take the brand to every corner of the Earth and are hiring for them: you will be trusted as the marketing partner-in-crime, not second-guessed.
- A brand refresh and international expansion happening now: the work you lead this year will be visible across Singapore and beyond.
- Real long-term upside for the leader who builds this with us.
