Integrated Marketing Strategy & Leadership
Design and lead the Group's integrated marketing framework - brand strategy alignment, media strategy, content, and communications - across all business units.
Act as the central point of expertise and governance for marketing strategy, ensuring consistency, efficiency, and best practice across brand portfolios.
Partner with Business Unit heads and Brand/Trade Marketing teams to translate category strategies into integrated marketing plans.
Build and lead a high-performing central marketing team; develop capability and succession across the function.
E-commerce & Social Commerce
Own the Group's e-commerce and social commerce strategy - platform partnerships, joint business plans, content-commerce integration, and performance management.
Drive sustainable growth in online sales channels through improved processes, KOC/influencer partnerships, and platform investment.
Build first-party data and CRM capability to support personalised, data-led consumer engagement across the funnel.
Media, Content & Communications
Set the Group's media investment strategy and governance; lead negotiations with media and platform partners to optimise ROI.
Oversee content strategy and production, including AI-augmented content capability, to improve speed, quality, and conversion.
Lead always-on and campaign communications, ensuring brand safety, consistency, and effectiveness across channels.
Apply Marketing Mix Modelling (MMM) and other analytics to continuously improve marketing ROI and investment allocation.
Agency & Vendor Management
Manage the Group's roster of media, creative, and digital agencies - ensuring accountability, cost efficiency, and quality of output.
Lead commercial negotiations and contract governance for marketing vendors and platform partners.
Governance & Stakeholder Management
Represent the marketing function at senior leadership level, reporting to the COO on strategy, budget planning, and performance.
Ensure compliance with brand safety, data privacy, and regulatory requirements across all marketing and e-commerce activities.
Build strong working relationships with Business Unit General Managers, Sales, Finance, and Supply Chain to align commercial priorities.

Experience
15+ years of progressive marketing, media, or e-commerce leadership experience, including senior client-side and/or agency leadership roles.
Proven track record leading integrated marketing or media functions at a multi-brand, multi-category organisation - FMCG experience strongly preferred.
Demonstrated P&L or budget ownership at a significant scale, with experience managing large teams (50+) and multi-million-dollar budgets.
Strong track record in social/e-commerce growth, digital transformation, and platform partnerships (Google, Meta, TikTok, Shopee, etc.).
Experience operating across multiple ASEAN markets is an advantage.
Skills & Competencies
Strategic thinking with the ability to translate consumer insight into commercial outcomes.
Strong commercial and analytical acumen - comfortable with MMM, ROI analysis, and data-led decision-making.
Excellent stakeholder management - able to influence Business Unit leaders, the COO, and external partners.
Change leadership - able to build new capability and drive adoption across a large, matrixed organisation.
Fluent English required; Vietnamese language ability an advantage.
Education
Bachelor's degree required; MBA or equivalent postgraduate qualification in Marketing/Business preferred.