Head of Marketing

The Sarnies Group is hiring With numerous exciting plans and expansions underway, we're seeking an experienced Head of Marketing to join our growing team and take the group to the next level. The Head of Marketing position plays a pivotal role in shaping how the Sarnies Group communicates, grows, and performs across its portfolio of brands. Working closely with key stakeholders and collaborative teams, this role provides strategic direction and cross-functional leadership, ensuring that every initiative, campaign, and collaboration reinforces both brand and business objectives. You'll drive how the Sarnies ecosystem connects with customers, partners, and the broader community through strategy, storytelling, and data-backed insights.

Core Responsibilities

1. Strategic Planning & Direction

• In partnership with key stakeholders, develop and lead the annual marketing strategy plan & budget forecast, as well as the calendar, across all Sarnies concepts and business units.
• Develop and execute strategies to penetrate and grow the Thai market, tailoring campaigns, channels, and messaging to resonate with local audiences while maintaining the Group's premium positioning.
• Translate group vision and commercial objectives into integrated marketing roadmaps with measurable KPIs across awareness, engagement, and revenue.
• Facilitate alignment between marketing priorities and business performance goals through regular stakeholder reviews and cross-functional meetings.
• Identify emerging market opportunities, audience segments, and growth initiatives (e.g. loyalty, memberships, B2B partnerships).

2. Brand Stewardship & Positioning

• Work hand-in-hand with the Creative Agency to maintain the integrity, consistency, and differentiation of the Sarnies brand portfolio across all sub-brands
• Provide brand direction and creative input to internal and external partners, ensuring all messaging, campaigns, and visuals align with group values and long-term positioning. This involves localising brand storytelling to balance Sarnies' premium international image with Thai cultural relevance and other key markets relevant to the Group's growth.
• Lead strategic brand evolution projects — including new concept launches, regional expansions, and rebranding exercises — in consultation with the Creative Agency and relevant stakeholders.
• Develop and oversee strategic collaborations and initiatives across retail, lifestyle, design, and hospitality sectors to strengthen the Group's brand presence and relevance in key markets.
• Serve as a brand guardian and advisor in all creative decision-making processes across the Group.

3. Cross-Functional Marketing Collaboration

Collaborate closely with the respective teams below to ensure all marketing functions work closely to achieve unified objectives:

1. Group Project Manager
   – to ensure timelines, budgets, and resources align with the annual marketing plan.
2. Events & Corporate Sales Team
   – to shape strategic partnerships, PR events, and activations that build both brand equity and revenue.
3. Creative Agency
   – to brief, review, and align creative direction for campaigns, execute launches, and social content.
4. Marketplace & E-Commerce Teams
   – to set growth targets, drive seasonal promotions, and review digital performance.
5. Finance Teams
6. to communicate budgets and develop reports, link spend to ROI and profitability, monitor forecasts, and allocate resources to high-impact initiatives.
7. Operations Leads
8. to better understand product development and on-ground needs for alignment, and to identify marketing opportunities.

4. Corporate Relationships & Strategic Partnerships

• Co-develop the corporate relationship strategy with the Creative Agency and stakeholders — including partnerships, sponsorships, and co-branded collaborations.
• Identify and evaluate opportunities for alliances with lifestyle, hospitality, and retail brands that elevate Sarnies' positioning.
• Support the Event Sales Team with marketing tools, partnership decks, and campaign strategies to grow B2B, catering, and corporate channels.
• Provide post-campaign reporting and insights to stakeholders, measuring the ROI and long-term value of partnerships or initiatives.

5. E-Commerce & Marketplace Strategy

• Oversee the strategic growth of the Group's digital ecosystem — including , delivery platforms, and third-party marketplaces where Sarnies products are retailed.
• Develop tailored strategies for external marketplaces (Shopee, TikTok, Lazada), leveraging each platform's promotional campaigns, ads, and livestream opportunities to drive product sales and customer conversions.
• Optimise product and landing pages for conversions — including page layout, design, copy, and user experience improvements.
• Work closely with the Marketplace Team to strengthen platform performance, optimise listings, and identify new product or promotional opportunities.
• Partner with the Performance Marketing Agency to develop, review, and refine digital media strategies — including paid campaigns, remarketing funnels, and conversion optimisation.
• Consolidate digital performance data and translate insights into strategic recommendations for both creative direction and commercial decision-making.

6. Reporting & Stakeholder Communication

• Prepare quarterly marketing reports and insights for key stakeholders, highlighting ROI, key performance metrics, and growth opportunities.
• Lead post-campaign evaluations with relevant teams and share learnings to strengthen future planning.
• Participate in business strategy sessions with stakeholders to provide marketing-driven insights and recommendations for concept development, brand growth, and regional expansion.
• Evaluate and prioritise key launches and marketing initiatives based on business impact, resource allocation, and long-term brand growth.

Requirements

• Background in Communications, and at least 5 to 7 years of experience in strategic marketing, brand management, or integrated communications, ideally within F&B, hospitality, or lifestyle sectors.
• Proven success leading multi-brand or multi-market marketing strategies in collaboration with senior leadership.
• Strong commercial acumen, with the ability to link creative strategy to business growth and profitability.
• Deep understanding of Thailand's consumer behaviour and digital landscape, with at least 2 years of regional exposure (Singapore, Australia, or SEA),
• Ability to balance global brand standards with local cultural relevance.
• Strong stakeholder management and communication skills, with confidence in aligning with key stakeholders across teams
• Data-driven, strategic thinker with a creative eye and cultural awareness.
• Fluent/native English speakers, with Thai language proficiency mandatory.

Please include a link to your portfolio for consideration within the application.