Lead and mentor regional and local marketing teams across SEA, driving integrated marketing strategy covering campaigns, digital growth, brand, and community in alignment with business targets.
Own end-to-end planning and execution of regional marketing campaigns (product launches, seasonal and tactical campaigns), including narrative development, GTM framework, and cross-channel rollout.
Develop and optimize integrated media strategies across paid, owned, and earned channels to drive external traffic, user acquisition, engagement, and revenue growth.
Collaborate with internal stakeholders in performance marketing initiatives (Meta, Google, TikTok, affiliates, programmatic), ensuring strong budget allocation, CAC efficiency, and ROI optimization.
Champion brand positioning and messaging consistency across markets, ensuring cohesive brand expression across digital platforms, retail touchpoints, partnerships, and campaigns.
Lead content strategy, community engagement initiatives, and influencer/creator collaborations to strengthen brand presence and audience connection.
Monitor campaign and channel performance metrics, establish reporting dashboards, and translate insights into actionable optimizations and growth strategies.
Collaborate closely with product, commercial, retail, and country teams to ensure marketing initiatives support overall business objectives and market expansion plans.
Manage and evaluate external agencies and partners (creative, media, PR, influencer) to ensure high-quality and timely execution.
Drive continuous improvement in marketing processes, team capability, and cross-market alignment to enhance regional efficiency and impact.
Requirements
Minimum 8 years of experience in integrated marketing, growth marketing, or campaign leadership roles.
Proven experience leading regional campaigns across multiple SEA markets.
Strong hands-on understanding of digital performance marketing and media mix optimization.
Experience driving external traffic growth and improving marketing ROI.
Strong brand-building experience with ability to balance strategic positioning and performance outcomes.
Experience managing cross-country teams and external agencies.
Data-driven mindset with ability to translate insights into actionable marketing strategies.
Excellent stakeholder management and communication skills.
