Head of Branding & Marketing (AI-Embedded Growth Leader)

Head of Branding & Marketing (AI-Embedded Growth Leader)

Reports To: CEO
Location: Singapore / HCMC, Vietnam 

About M Asia Distribution Pte Ltd

M Asia Distribution Pte Ltd is Asia Pacific’s AI-embedded consumer goods distribution company for premium, IP-driven, and fast-growth consumer brands. With operations across Singapore, Vietnam, and Hong Kong, we specialize in omnichannel distribution, smart retail (kiosks and vending), and digital engagement through our consumer-facing platform — maisa world.

We work with global brands, celebrities, and content creators to build market presence through innovative retail experiences, data-driven marketing, and scalable brand storytelling.

Role Overview

The Head of Branding & Marketing will be responsible for building a modern, AI-powered brand and marketing engine across the Group.

This role goes beyond traditional branding. The successful candidate will:

• Build maisa world the subsidiaries into a recognizable ecosystem brand

• Institutionalize M Asia Distribution’s corporate brand

• Implement AI-driven marketing workflows

• Establish performance-based digital growth systems

• Support creator partnerships and IP-led brand positioning

The candidate must combine brand vision, data literacy, AI fluency, and execution discipline.

Key Responsibilities

1. Brand Strategy & Corporate Identity

• Develop and institutionalize M Asia Distribution’s brand identity system across subsidiaries maisa world.

• Build unified positioning for maisa world as an IP-led, phygital consumer platform.

• Partner closely with the CEO to define long-term brand narrative and ecosystem messaging.

• Create brand governance framework (tone, visual system, templates, usage policy).

1. AI-Embedded Marketing Infrastructure 

• Integrate generative AI tools into daily marketing operations.

• Build standardized prompt libraries for content, campaign ideation, and brand storytelling.

• Implement AI-powered workflows for:

  • Content generation

  • Video production

  • Social media scheduling

  • Ad copy testing

  • Reporting automation

• Reduce marketing production time and cost through AI adoption.

• Collaborate with Business Analytics (BA) to track AI-assisted performance improvements.

1. Maisa world Brand & Go-To-Market Development

• Lead brand building for maisa world (visual identity, merchandising, loyalty concepts).

• Develop go-to-market campaigns for new IP brands and consumer initiatives.

• Drive brand storytelling for smart vending, omnichannel retail, and marketplace focus.

• Support founder-led content positioning strategy.

1. Digital Marketing & Performance Optimization

• Oversee SEO/SEM, paid ads, marketplace campaigns, and social growth.

• Utilize AI-driven ad tools for:

  • Creative testing

  • Budget optimization

  • Audience segmentation

• Build dashboard reporting with clear CAC, ROAS, engagement, and brand lift metrics.

• Move beyond vanity metrics to performance-based evaluation.

1.  Founder & Creator Positioning Support

• Support development of founder-led content strategy.

• Position maisa world as a preferred APEC distribution partner for global IP brands.

• Build B2B-facing content targeting creators, brand owners, and partners.

• Develop thought leadership content for LinkedIn and YouTube.

1.  Agency & Vendor Management

• Evaluate and manage branding, Public Relationship, digital, and creative agencies.

• Ensure agency outputs align with AI-enabled internal processes.

• Optimize agency spend through hybrid internal + AI-driven execution.
  

Requirements

Core Experience

• 5–8 years in branding, marketing, or digital growth roles.

• Experience in FMCG, retail, lifestyle, or IP-driven sectors preferred.

• Proven experience launching brands or leading go-to-market strategies.

AI & Digital Competencies 

Candidate must demonstrate working knowledge of:

• Generative AI platforms (e.g., ChatGPT-level tools)

• AI-assisted design tools (e.g., Canva AI)

• AI-powered video creation or editing tools

• AI-driven ad optimization logic (Meta / Google automation tools)

• AI-enabled reporting or analytics dashboards

Must understand:

• Prompt engineering basics

• AI workflow integration

• Performance attribution logic

• Data interpretation for marketing decisions

Leadership & Execution Skills

• Strong storytelling and visual sensibility.

• Data-driven decision-making ability.

• Cross-regional project management experience.

• Ability to build structured marketing SOPs and systems.

• Comfortable presenting to CEO and management team.

We are looking for:

• AI-native marketer

• Strategist, not just executor

• Performance-driven

• Comfortable with ambiguity and scaling

• Familiar with creator economy trends

• Able to build systems, not just campaigns

Key Performance Indicators (KPIs)

• Successful MAISA brand launch & awareness growth.

• % reduction in marketing production cost via AI tools.

• Improvement in campaign ROAS and conversion metrics.

• Growth in inbound brand partnership enquiries.

• Institutionalization of brand governance system.

• Marketing dashboard implementation with measurable KPIs.
  

Compensation & Benefits

• Competitive salary (based on experience).

• Annual performance-based bonus.

• Coverage for business-related travel and marketing events.

• Opportunities for career advancement within the M Asia Distribution group.

**CV send to: hr.admin@mgroupdist.com