Marketing Manager (FMCG)

Leadingnation; Hong Kong; On-site; HKD 900,000 - 1,500,000; Full time

Job summary

Leadingnation in Hong Kong leads the marketing function for the brand and product portfolio, translating business objectives into agile, data-driven plans while driving go-to-market strategy and lifecycle management for new launches.

The role requires 8–10 years of progressive marketing experience, strong leadership, and deep FMCG exposure, with Cantonese/Mandarin and English proficiency. Expect collaboration with regional teams and a strong budget ownership stance.

Qualifications

• Degree in Marketing, Communications, Business, or related discipline.
• 8–10 years of progressive marketing experience, including 2–3 years in people management or team lead capacity.
• Proven FMCG experience with IMF/AMF or health & wellness exposure.
• Familiarity with modern social/digital ecosystems and robust CRM execution.
• Openness to leveraging AI tools for marketing optimization.

Responsibilities

• Lead, coach, and manage the marketing team, setting priorities and developing capabilities toward strategic ownership.
• Oversee content strategy and execution across digital and social channels with agency coordination.
• Direct CRM and loyalty marketing strategy to align campaigns with brand priorities and targets.
• Lead market research and category trend-tracking for HK/China, translating insights into growth recommendations.
• Manage relationships with advertising, media, and creative agencies at a strategic level and evaluate performance.
• Ensure marketing compliance with HK legislation and company policy.
• Own the marketing budget and monitor ROI across brand, CRM, digital, and tech initiatives.
• Collaborate with eCommerce, Sales, Finance, and Ethical Marketing; report to MD.

Skills

Leadership

Content strategy

CRM

Market research

Cross-functional collaboration

Cantonese/Mandarin communication

Strategic thinking

Budget management

Education

Degree in Marketing/Communications/Business

Job description

About the role

Own and drive overall marketing strategy for the brand and product portfolio, translating business objectives into agile, data-driven marketing plans. Drive the go-to-market strategy, long-term planning, and lifecycle management for upcoming new product portfolio expansions.

Key responsibilities

• Lead, coach, and manage the marketing team, setting priorities, reviewing output quality, and developing their capabilities toward strategic ownership
• Oversee content strategy and execution across digital and social channels, championing modern content creation, AI-powered efficiencies, and rigorous agency coordination
• Direct CRM and loyalty marketing strategy to align campaigns with brand priorities, customer lifetime value, and commercial targets
• Lead market research, competitive analysis, and category trend-tracking (IMF/AMF and baby nutrition category, HK/China market), translating insights into strategic growth recommendations
• Manage relationships with advertising, media, and creative agencies at a strategic level—setting briefs, approving deliverables, and evaluating performance
• Ensure marketing compliance with relevant HK legislation, regulations (including infant formula marketing codes), and company policy
• Own the marketing budget: planning, allocation across brand, CRM, digital, and tech initiatives, and expenditure monitoring against ROI
• Act as key liaison between marketing and other departments (eCommerce, Sales, Finance, and Ethical Marketing), collaborate with regional/global HQ on marketing alignment when required, and support senior management/VIP-related marketing needs
• Report performance and strategic recommendations directly to the Managing Director

Job Requirements & Career Growth

• Degree in Marketing, Communications, Business, or a related discipline
• Around 8 to 10 years of progressive marketing experience, including 2 to 3 years in a people management or team lead capacity, with a strong focus in the HK and/or China markets
• Proven track record in FMCG, with deep sector experience in infant milk formula (IMF), adult milk formula (AMF), or health & wellness
• Familiarity with modern social/digital ecosystems, robust CRM execution, and a forward-thinking openness to leveraging AI tools for marketing optimization
• Strong strategic vision and big picture agility, paired with the hands-on capability to execute when needed
• Exceptional project management skills, independent budget ownership, and a track record of driving cross-functional success
• Strong communication skills in Cantonese or Mandarin, alongside excellent written and spoken English