Head of Marketing (Commerce)

Charlotte Frank; Hong Kong; On-site; HKD 1,200,000 - 1,600,000; Full time

Job summary

Charlotte Frank is seeking a Corporate Marketing Lead to shape the brand’s long-term direction and drive growth across all markets. You will own the marketing strategy, coordinate across digital, traditional, and emerging channels, and ensure ROI‑driven campaigns.

The role requires a big-picture thinker who translates business goals into actionable plans, mentors a high-performing team, and partners with sales, product, and regional teams to seize new opportunities.

Qualifications

• 8–12 years of experience in marketing strategy, brand management, or a related role.
• Proven track record of regional or global marketing success.
• Strong analytical skills with market research and performance measurement.
• Deep understanding of digital marketing and emerging channels.
• Excellent communication and stakeholder management skills.
• Fluent in English and Chinese.

Responsibilities

• Develop and own the overall marketing strategy aligned with business goals.
• Lead annual marketing planning, budgeting, and performance targets.
• Conduct market research, competitor analysis, and consumer insights.
• Define and track marketing KPIs; report to executive team.
• Oversee go-to-market strategies for products and markets.
• Collaborate with creative, digital, product, and regional teams to execute campaigns.
• Drive data-driven campaigns and optimize ROI.

Skills

Marketing strategy

Brand management

Digital marketing

Data analysis

Stakeholder management

Leadership

Cross-functional collaboration

Education

Bachelor's degree in Marketing, Business, or related field

Job description

We are seeking a Corporate Marketing Lead to lead the development and execution of our marketing planning and strategy across all channels and markets. This role is responsible for shaping the brand's long-term direction, driving growth, and ensuring marketing efforts are aligned with business objectives. The ideal candidate is a big-picture thinker with a proven ability to translate business goals into actionable marketing plans that deliver measurable results.

Key Responsibilities

Marketing Planning

• Develop and own the overall marketing strategy, ensuring alignment with the company's vision and business goals.
• Lead the annual marketing planning process, including budgeting, resource allocation, and performance targets.
• Conduct market research, competitor analysis, and consumer insights to inform strategic decisions.
• Identify new market opportunities, customer segments, and growth channels.
• Define and track key marketing KPIs, providing regular reporting to the executive team.

Brand & Positioning

• Own the brand positioning, architecture, and messaging framework.
• Ensure brand consistency across all markets, channels, and touchpoints.
• Lead brand equity measurement and tracking, using insights to refine strategy.
• Champion the brand's purpose, values, and story both internally and externally.
• Oversee the development of go-to-market strategies for new products, services, and markets.
• Guide the creation of integrated marketing campaigns across digital, traditional, and emerging channels.
• Ensure campaigns are data-driven, audience-led, and optimized for ROI.
• Collaborate with creative, digital, and product teams to bring strategies to life.
• Drive digital transformation within the marketing function.
• Leverage data, analytics, and marketing technology to improve targeting, personalization, and performance.
• Stay ahead of emerging trends in social media, AI, and consumer behavior.
• Champion innovation in marketing approaches and channels.
• Lead, mentor, and develop a high-performing marketing strategy team.
• Partner closely with sales, product, communications, and regional marketing teams.
• Influence senior stakeholders and act as a trusted advisor to the executive team.
• Manage agency and vendor relationships to ensure quality and value.

Requirements

• Bachelor's degree in Marketing, Business, or a related field
• 8–12 years of experience in marketing strategy, brand management, or a related role.
• Proven track record of developing and executing successful marketing strategies at a regional or global level.
• Strong analytical skills with experience in market research, data analysis, and performance measurement.
• Deep understanding of digital marketing, social media, and emerging channels.
• Experience managing budgets, teams, and cross-functional projects.
• Excellent communication, presentation, and stakeholder management skills.
• Fluent written and spoken English and Chinese