Marketing Manager

6 days ago

Khlong Toei, Bangkok, Thailand Plugo Thailand Full time

Key Responsibilities

1. Brand & Consumer Marketing (B2C)

  • Lead brand positioning, storytelling, and communication across digital platforms.
  • Own the full-funnel marketing strategy: awareness, engagement, conversion, and loyalty.
  • Lead the team to manage and grow POPSIIKLE's official brand accounts as well as our exclusive partner brands (TikTok, Instagram, Facebook, LINE OA, website), ensuring engaging and consistent content.
  • Oversee content creation, campaign calendars, and viral social-first marketing initiatives.
  • Manage influencer/KOL partnerships, UGC campaigns, and community-building initiatives with marketing team.
  • Oversee paid media campaigns, including Meta Ads optimization, TikTok Ads, and other performance channels, to maximize ROI.
  • Drive online traffic, follower growth, and engagement through performance marketing.

2. Retail & Trade Marketing (B2B)

  • Build and execute joint marketing plans with major retail partners (Watsons, Eveandboy, Beautrium, Found n' Found) to maximize sell-through.
  • Develop in-store activation strategies: point-of-sale displays, visual merchandising, sampling programs, pop-up events, and launch campaigns.
  • Monitor competitor activities, market trends, and category insights to identify opportunities for growth.

3. Leadership & Cross-Functional Collaboration

  • Lead and mentor the marketing team (content creators, graphic designers, etc.), ensuring strong execution and professional growth.
  • Collaborate with sales, merchandising, and operations teams to align marketing with revenue targets.
  • Report directly to the director, and K-Beauty project director providing insights, forecasts, and strategic recommendations.
  • Manage external agencies (PR, media buying, Influencer seeding agencies, event activations) to deliver high-quality output on budget and on time.

Qualifications

  • Bachelor's degree or higher in Marketing, Business Administration, Communications, or related fields.
  • 5+ years of experience in marketing, with at least 2 years in a leadership role within beauty, FMCG, retail, or lifestyle brands.
  • Proven track record in consumer marketing (Gen Z/millennial focus) and retail/trade marketing with modern trade or specialty stores.
  • Strong understanding of digital marketing, social commerce (TikTok, Shopee), and influencer marketing ecosystems.
  • Experience in B2B retail partnerships (Watsons, Eveandboy, Beautrium, Found n Found, etc.) is highly preferred.
  • Analytical mindset with the ability to interpret data and make strategic decisions.
  • Excellent leadership, communication, and project management skills.
  • Passionate about K-beauty, skincare, cosmetics, and consumer culture.
  • Experience with website-building platforms (Shopify, Wix, WooCommerce, etc.) is a strong plus.

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