Marketing Manager, SEA (Fashion Retail)

Job Summary

The Marketing Manager, Southeast Asia will lead & execute integrated marketing strategies to create brand awareness, drive brand desirability, full-price sell-through, & customer acquisition across Southeast Asia, with a primary focus on direct retail markets - Singapore & Malaysia.

This role is responsible for brand marketing, digital & social, Public Relations & KOLs, retail marketing, & market-specific campaign execution, working closely with global brand teams, local retail & wholesale partners, e-commerce platforms, & internal cross-functional teams.

Responsibilities:

1. Brand & Strategic Marketing
· Develop & execute annual & seasonal marketing plans aligned with global brand direction & SEA commercial objectives
· Translate global campaigns into locally relevant strategies for Southeast Asian consumers
· Own the regional marketing calendar across: Seasonal launches; Key commercial moments (CNY, Raya, 9.9–12.12, festive gifting); Brand storytelling initiatives
· Ensure consistent brand positioning, tone of voice, & visual identity across all touchpoints

2. Digital, Social & Content Marketing
· Lead digital marketing strategy across: Paid media (Meta, Google, TikTok, marketplaces); Organic social media (Instagram, Facebook, XHS, TikTok); Website & e-commerce platforms
· Work with agencies & internal teams to: Develop engaging content calendars; Produce campaign visuals, videos, & short-form content
· Track performance KPIs: Traffic, engagement, conversion, CAC, ROAS
· Optimise spend & content based on performance insights

3. Public Relations, Influencer & KOL Management
· Develop a strategic influencer & KOL program across SEA: Mix of top-tier, mid-tier, & micro-influencers; Focus on fashion, lifestyle, & footwear relevance
· Manage agencies (where applicable): Media placements; Brand features; Product seeding
· Plan & execute: Media previews; Influencer events; Store openings & brand activations
· Track impact through reach, engagement, EMV, & conversion

4. Retail & Trade Marketing
· Partner with retail operations, VM, & merchandising to drive in-store traffic & conversion
· Develop retail marketing toolkits partnering with VM: POS materials; Window concepts; In-store activations
· Support: New store openings; Pop-ups & special projects
· Plan & develop premiums, joint promotions, corporate & membership promotions
· Ensure brand consistency across mono-brand stores, department stores, & wholesale partners

5. Market & Commercial Collaboration
· Work closely with: Retail operations, VM & merchandising teams; E-commerce & marketplace partners; Wholesale partners
· Align marketing initiatives with: Product launches; Stock depth & pricing strategies
· Provide marketing input to support sell-in & sell-through objectives.

6. CRM Management
· Set up & manage a new CRM program for: Strategy & Retention; Data Management & Analysis; Cross-functional Collaboration

7. Budget & Performance Management
· Own & manage SEA marketing budget
· Allocate spend effectively across markets & channels
· Monitor ROI & campaign performance, providing: Post-campaign analysis; Actionable insights & recommendations
· Prepare regular performance reports for regional & global stakeholders

8. Regional & Global Coordination
· Function as the key marketing liaison between: Global/Regional marketing team; SEA markets
· Adapt global assets while ensuring local relevance & compliance
· Prepare to share SEA best practices & market insights with global/regional teams

Job Requirements:
· Degree holder in Marketing, Business, or related disciplines
· At least 8-10 years of experience in a similar capacity, preferably in retail fashion with a flair for fashion (Agency experience is a plus)
· Proven track record in leading the development & implementation of brand & marketing strategies
· Excellent planning & organization, presentation, communication, interpersonal & analytical skills
· Proactive, strategic thinking, attention to detail, independent, able to work under pressure & takes ownership
· A good team player with the ability to multi-task
· Proficient in English & Chinese (both written & spoken), to effectively communicate with Chinese/Mandarin-speaking clients & regional counterparts
· Travel for business when required