At Hegen, we redefine the parenting experience with award-winning innovations tailored for mothers and their little ones. As a trusted brand in mother and baby products, our mission is to empower mothers in their breastfeeding journey and to ease the transition into parenthood through meaningful products and services. Recognized as one of Singapore's top 10 fastest growing companies, Hegen takes pride in creating practical solutions that combine thoughtful design, functionality, and sustainability for time-strapped parents.
About the Role
The Marketing Manager is a leadership role responsible for shaping and driving Hegen's brand and growth strategy across key markets. You will be responsible for developing and executing integrated marketing initiatives that strengthen brand equity, accelerate customer acquisition, and support commercial objectives across both direct-to-consumer and retail channels.
The ideal candidate is both strategic and hands-on, someone who can translate insights into action, manage multiple campaigns with precision, and continuously refine approaches based on data and market trends. You should be comfortable navigating a fast-paced, evolving environment, with a strong sense of ownership and a passion for building meaningful consumer connections.
This role offers the opportunity to take end-to-end ownership of marketing initiatives and contribute directly to the growth of a purpose-driven, internationally recognised brand.
Key Responsibilities:
Brand & Creative Leadership
- Champion the development of first-in-class consumer engagement and brand campaigns that deliver measurable results and emotional resonance across all channels.
- Lead creative strategy and direction in partnership with the Creative team to ensure all assets reflect brand DNA, campaign objectives, and consumer insights.
- Guard and evolve brand equity by ensuring all communications, activations, and experiences consistently embody Hegen's tone, purpose, and visual identity.
Integrated 360° GTM Strategy
- Develop and execute holistic GTM plans that integrate paid, earned, shared, and owned media to meet brand and commercial objectives.
- Build multi-channel campaign frameworks (digital, retail, PR, social, influencer, experiential) that deliver both awareness and conversion outcomes.
- Work cross-functionally with Commerical, Strategic Partnerships, International and E-Commerce to align marketing initiatives with business priorities and launch pipelines.
Digital, Social & Consumer Engagement
- Lead the content and social media strategy with a consumer-first mindset, ensuring storytelling that builds brand love and drives purchase intent.
- Partner closely with the US Marketing team to localize and amplify the brand's digital and social presence for the US market.
- Identify emerging trends, platforms, and creator opportunities to strengthen brand relevance and reach.
Insights, Performance & Budget Management
- Develop annual marketing plans and manage marketing budgets (PR, social, digital, and commercial) to ensure efficiency and ROI.
- Use analytics and insights to evaluate campaign effectiveness against defined KPIs, optimize in real time, and inform future strategy.
- Prepare monthly reports on progress versus strategy, identifying key learnings and growth opportunities.
Cross-Market Synergy & Partnerships
- Ensure alignment of brand message, positioning, and creative expression across all international markets.
- Identify and build strategic partnerships (brands, communities, media, influencers) that expand Hegen's reach and reinforce its advocacy for mothers worldwide.
- Manage agency and vendor relationships to deliver excellence in creative output and execution.
Leadership & Team Development
- Lead, mentor, and develop a team of high-performing, impact-driven marketers to deliver breakthrough campaigns with precision and heart.
- Foster a collaborative and agile culture within the marketing team, ensuring alignment with evolving business needs and brand ambitions.
Continuous Innovation
- Stay abreast of emerging tools, technologies, and cultural trends to identify white spaces and elevate Hegen's brand relevance.
- Bring fresh creative and data-driven thinking to marketing challenges, ensuring the brand remains ahead of consumer expectations.
Requirements:
- Bachelor's degree in Marketing, Communications, Business, or a related discipline
- 5 to 8 years of integrated marketing experience, including progression into a managerial capacity
- Prior experience in FMCG, parenting, lifestyle, or consumer goods industries preferred
- Proven track record of developing and executing multi-channel marketing campaigns with measurable business impact
- Experience managing agencies and cross-functional stakeholders effectively
- Strong understanding of digital, social, and performance marketing, including analytics and optimisation
- Analytical mindset with the ability to translate data into actionable marketing insights
- Experience leading or mentoring a marketing team, with ability to set direction and drive accountability
- Strategic, data-driven with strong commercial acumen and organisational skills
- Excellent communication, stakeholder management, and project management skills
- Demonstrated ability to thrive in a fast-paced, agile and entrepreneurial environment
Equal Opportunity & Data Protection Statement
Hegen is an equal opportunity employer and is committed to building an inclusive and diverse workforce. All employment decisions are based on merit, qualifications, and business needs. By submitting your application, you consent to the collection, use and disclosure of your personal data for recruitment and employment-related purposes in accordance with applicable data protection laws.
Join Us
At Hegen, we are passionate about fostering a purpose-driven, inclusive and collaborative work environment where every team member can thrive. We are committed to supporting personal growth and offering opportunities for career development at every stage of your journey.
Join us in realising our bold vision of impacting 100 million mothers worldwide through innovation, compassion, and excellence. If you are inspired to make a difference and grow with a dynamic team, apply now and embark on an exciting journey with Hegen.
