Head of Digital Marketing

Digital Performance & Campaign Activation
• Accountable for digital marketing strategy and execution across all online and social platforms, driving measurable uplift in sales and ROI.
• Lead top-funnel lead generation and performance marketing campaigns (Google, Meta, TikTok, LINE, SEO/SEM) focused on driving customer acquisition, conversion, and retention.
• Manage promotional calendars and sales activation campaigns in alignment with product launches, seasonality, and tourism flows, while partnering with the commercial team to translate the commercial plan into an integrated digital marketing plan.
• Oversee end-to-end digital campaign execution from creative briefing with the marketing team to implementation, monitoring, and optimization, ensuring alignment and synergy with retail and e-commerce.

Customer Database (JT member, Line, and E-commerce Database, Social Media Followers)
• Lead customer database growth, segmentation, and lifecycle marketing to increase repeat purchase and customer lifetime value.
• Work closely with the CRM Team Leader to design and manage loyalty programs, personalized communications, and retention campaigns.
• Apply data-driven insights from CRM analytics to shape promotions, cross-sell/upsell strategies, and engagement initiatives.

Social Media Growth, Influencer Activation & Affiliate Marketing
• Build and scale social media channels (TikTok Shop, Instagram Shop, LINE Shopping, Shopee/Lazada Live).
• Define overall strategies and execute live-streaming commerce campaigns in collaboration with influencers, KOLs, and in-house hosts to drive engagement and conversion.
• Develop affiliate and influence partnership programs to expand reach, drive measurable sell-through, and strengthen long-term brand advocacy.
• Integrate social commerce and affiliate initiatives into the overall campaign strategy to maximize omni-channel customer reach and conversion.
• Social media planning and management to ensure consistent content calendars, performance tracking, and community engagement.
• Website management, including updates, content optimization, and integration with e-commerce and campaign activities.

Data & Analytics
• Establish KPI dashboards and performance tracking across all digital, CRM, and social commerce activities.
• Apply advanced analytics and attribution models to optimize campaign ROI and budget allocation.
• Deliver regular insights and recommendations to senior leadership on digital-driven revenue performance.

Omnichannel Integration
• Implement a seamless omnichannel ecosystem linking physical retail, e-commerce, CRM, and social commerce.
• Ensure unified brand experience across customer touchpoints with consistent messaging, pricing, and promotions.
• Collaborate with Retail and Sales teams to align digital activation with in-store customer engagement.
• Track and optimize channel productivity (traffic, conversion, ROI) across offline and online journeys.