Head of Marketing

Position Title: Head of Marketing (International Business)

Location: Greater Bangkok Area, Thailand

Salary: Negotiable

The Head of Marketing (International Business) is responsible for leading portfolio management, market-led innovation, and communication strategies across international markets, with a primary focus on key growth regions including China, Korea, and Southeast Asia (SEA). This role ensures that brand equity is preserved while tailoring strategies to meet diverse consumer needs, cultural nuances, and market realities. The leader acts as a bridge between brand vision and local execution-driving business growth through insight-driven marketing, distributor collaboration, and agile adaptation. This position requires both strategic foresight and operational excellence, balancing long-term brand building with short-term business delivery.

Roles & Responsibilities

Strategic Market Leadership

• Develop and execute multi-market brand strategies that strengthen brand equity and accelerate growth in each key market.
• Build a clear 3-5 year international growth roadmap aligned with corporate objectives and regional business plans.
• Identify portfolio expansion opportunities through market mapping, category trends, and white-space analysis.
• Lead brand architecture alignment across international markets to maintain consistency and relevance.

International Sales, Distributor & Partner Collaboration

• Serve as the primary marketing partner to the International Sales team and distributors.
• Support sales and distributors with marketing frameworks, toolkits, and training to ensure strong in-market execution.
• Evaluate marketing performance and provide strategic guidance for improvement.
• Facilitate co-marketing programs and manage A&P investments for maximum ROI.

Consumer & Market Insight Development

• Lead consumer research and market intelligence for SEA and export regions to identify opportunities and local preferences.
• Translate insights into localized brand strategies and innovation priorities.
• Monitor competitive activities, retail landscapes, and emerging trends in key export markets.

Campaign, Communication & Packaging Adaptation

• Oversee campaign adaptation and creative localization to ensure cultural relevance while maintaining global consistency.
• Collaborate with local agencies to deliver effective media, digital, and activation plans.
• Manage packaging compliance with local regulations, labeling standards, and cultural sensitivities.
• Ensure product communication and claims are accurate, compliant, and resonate with target audiences.

Innovation & Product Localization

• Partner with R&D and Supply Chain to adapt formulations, sizes, and packaging formats to fit local market needs.
• Identify product innovation opportunities unique to key export markets.
• Pilot and scale successful local innovations into regional platforms.
• Build case studies and business models for future regional rollouts.

Business Partnership & Cross-Functional Leadership

• Collaborate closely with International Sales, Supply Chain, and Finance teams to align on volume targets, pricing, and profitability.
• Participate in joint business planning with regional distributors and key accounts.
• Work cross-functionally to ensure launch readiness, regulatory approvals, and effective distribution rollout.
• Represent international markets in global brand and innovation discussions.

Team Development & Leadership

• Lead, coach, and develop the team to ensure marketing excellence and accountability.
• Foster a performance-driven and collaborative culture within the international team.
• Strengthen marketing capabilities across export partners through guidance, tools, and training.

Qualifications

• Bachelor's degree in Marketing, Business, International Business, or a related field.
• years of experience in international FMCG marketing, with proven success in driving brand growth across multiple markets.
• Solid understanding of export market dynamics, distribution models, and regional regulations.
• Proven ability to manage cross-cultural teams and agencies.
• Strong financial acumen with experience in P&L management and A&P optimization.
• Excellent command of English and Thai; additional languages are a plus.
• Demonstrated agility in managing both strategy and hands-on execution in complex markets.
• This position requires frequent travel to key responsible markets.

Key Competencies

• Building Winning Strategies
• Commercial Acumen
• Data-Driven Decision Making / Strategic Decision Making