Marketing Manager, SEA HK

PURPOSE:

• Report directly to Group Marketing Director.
• Oversee the brand portfolio for Cloudsteppers Malaysia, Bossini Malaysia & Singapore, and Testoni Asia.
• Partner closely with the Group Marketing Director to define and execute marketing strategies across the assigned brands and regions.
• Lead the planning and execution of all Above-the-Line (ATL) and Below-the-Line (BTL) initiatives to achieve regional business objectives, including sales growth, margin improvement, profitability, brand visibility, awareness, and market share.

ACCOUNTABILITIES:

Strategy

• Develop a clear strategic vision for the business across assigned regions and territories.
• Design and implement marketing strategies to strengthen brand awareness and market presence.
• Define and execute a 360° marketing strategy by adapting global marketing frameworks to local market needs, consumer behaviors, and commercial priorities.

Budgets

• Partner with the Group Marketing Director to develop the annual marketing budget (ATL & BTL), segmented by market, brand/sub-brand, and distribution channel.
• Manage and execute the Advertising & Promotion (A&P) budget for the assigned region, ensuring effective allocation and return on investment.
• Track A&P spend on a monthly basis to ensure budget efficiency, optimization, and compliance.
• Collaborate with the Group Marketing Director, Finance, and local Brand GMs on the annual audit and review of A&P expenditures.

360 Marketing Plans

• Develop and deliver impactful 360° marketing campaigns, ensuring full alignment between ATL and BTL activities and the brand’s strategic direction.
• Drive integrated marketing plans that build brand equity while delivering measurable commercial results across retail and brand.com.
• Execute marketing initiatives in close collaboration with cross-functional teams, including merchandising, retail, commercial, and digital, to ensure seamless implementation.
• Track, analyse, and report the performance of all marketing initiatives against defined business KPIs; identify insights, recommend optimizations, and continuously improve effectiveness.

Media, PR & Communications

• Define and execute the ATL media strategy, ensuring alignment with brand objectives and commercial priorities.
• Conduct cross-analysis of media performance versus sell-out, translating insights into optimization of media and investment strategies.
• Define and implement the PR strategy across assigned territories, driving consistent omni-channel media exposure and brand visibility.
• Lead influencer and KOL strategies, including identification, engagement, and campaign execution, to amplify brand storytelling, reach, and relevance across key consumer touchpoints.
• Cascade PR and influencer assets, guidelines, and toolkits to local markets to ensure consistency, efficiency, and effective local execution.
• Define and execute the communications strategy across assigned territories to drive brand and launch awareness.
• Develop and deliver campaign-based PR and communications reports, providing regular performance analysis and insights.

Projects, Launches& Animations

• Plan, coordinate, monitor, and oversee all marketing projects, product launches, and retail animations, ensuring timely and high-quality execution.
• Closely monitor and analyse competitive and partner initiatives within assigned markets to identify opportunities, risks, and best practices, and translate insights into actionable recommendations.

RESULTS:

• 360 Marketing Plans (including in-store activations): Media, Digital, PR and Retail Marketing plans.
• Post Campaign Reports - Marketing KPI with ROI Reports
• PR Report and frequent / optimum PR activities and social coverage both offline & online
• Good rapport with internal and external stakeholders

Essential Knowledge:

• Tertiary qualification in marketing/ mass communications or related field with at least 5 years working experience
• Experience in managing brands within Asia.

Technical Skills:

• Microsoft Office, Excel, knowledge in using Canva, Photoshop, would be an advantage
• Proficient command in English and additional language will be beneficial: Mandarin and/or Bahasa Malaysia, verbal and written

Successful Experience:

• Experience in developing and implementing 360 marketing plans, ATL and BTL marketing activities in Singapore, Malaysia and across Southeast Asia
• Experience in managing PR and related fields
• Experience working with trade (retailers/ landlords)

Competencies:

• Strong research and analytical skills
• Ability to think creatively and innovatively
• Strong ability to work efficiently and effectively to multitask, and to handle last-minute changes in a fast-paced retailing environment
• Self-initiatorand a team player
• Agile and adaptable to working in a growing organization
• Willingness to assist with initiatives and projects as needs arise throughout the organization
• Familiarity with the latest trends, technologies and methodologies in photoshoot, videography, production would be added advantage