Brand & Marketing Manager

JOYCE COUTURE SDN BHD; Petaling Jaya; On-site; MYR 90,000 - 150,000; Full time

Job summary

JOYCE COUTURE SDN BHD in Malaysia is seeking a hands-on marketing leader who can turn direction into strategy, lead the team and ensure brand-aligned execution across online and offline channels.

You will shape brand presence, oversee campaigns, content, events and partnerships while driving measurable growth in customers and sales through creative, data-driven approaches. Experience in fashion, beauty or luxury retail preferred; strong taste, decisiveness and team coaching are essential.

Qualifications

• Proven experience in branding or marketing, preferably fashion/retail.
• Strong understanding of brand positioning and consistency.
• Deep knowledge of social platforms including Instagram, TikTok, Facebook and Xiaohongshu.
• Experience managing online and offline campaigns.
• Experience with influencer, KOL and KOC marketing.
• Excellent visual taste and creative judgement.
• Ability to lead and develop a team with a data-driven mindset and KPI focus.
• Strong communication and decision-making skills.
• Able to translate management direction into actionable plans.
• Hands-on leadership with ownership mindset.

Responsibilities

• Translate management direction into clear brand and marketing strategies.
• Develop and manage annual, quarterly and monthly marketing plans.
• Lead online and offline campaigns, launches, promotions and events.
• Ensure projects are delivered on time and within budget.
• Lead strategy for Instagram, Facebook, TikTok, Xiaohongshu and other channels.
• Review creative outputs and maintain brand consistency.
• Develop and lead the marketing and creative team.
• Oversee influencer, partnerships and offline marketing.
• Monitor campaign performance and use insights to improve future efforts.
• Drive growth in brand, customer base and sales.

Skills

Branding leadership

Social media strategy

Team leadership

Content direction

Job description

We are looking for someone who can do more than manage marketing activities.

We need a leader who can turn business direction into a clear brand and marketing strategy, guide the team, and ensure execution is consistent, high-quality and commercially focused.

YOUR ROLE

Management sets the direction.
You turn it into strategy.
You lead the team and drive execution.

This is a hands‑on leadership role where you will take ownership of the Brand & Marketing function – ensuring the team delivers work that is aligned, effective and true to the brand.

KEY RESPONSIBILITIES

1. Brand & Marketing Direction

Translate management direction into clear brand and marketing strategies.

Ensure campaigns, content and communications are aligned with the brand positioning, tone and visual direction.

Protect and continuously strengthen the JOYCE COUTURE brand.

2. Marketing Planning & Execution

Develop and manage annual, quarterly and monthly marketing plans.

Lead integrated online and offline campaigns, including launches, promotions, events and retail activities.

Ensure projects are delivered on time, within budget and with clear objectives.

3. Social Media & Content

Lead the overall strategy for Instagram, Facebook, TikTok, Xiaohongshu and other relevant channels.

Guide content direction, storytelling, visuals and copy.

Ensure content is both brand‑relevant and commercially effective.

4. Creative Quality Control

Review key creative outputs, including campaigns, graphics, photography, video, styling and copy.

Maintain a consistent standard across all customer touchpoints.

Provide clear feedback and direction to improve creative quality.

Lead, organise and develop the marketing and creative team.

Set priorities, responsibilities, timelines and performance expectations.

Build a culture of ownership, accountability and strong execution.

6. KOL, Partnerships & Offline Marketing

Lead influencer, KOL/KOC, partnership and event strategies.

Oversee retail marketing, customer events, collaborations and other offline activities.

Ensure partnerships are aligned with both brand and business objectives.

7. Performance & Commercial Growth

Monitor campaign, social media and overall marketing performance.

Use data and customer insights to improve future strategies.

Identify what should be improved, stopped or scaled.

Ensure marketing contributes to brand growth, customer growth and sales.

WHAT WE ARE LOOKING FOR

Requirements

Proven experience in branding or marketing, preferably within fashion, lifestyle, beauty, retail or a related consumer industry.

Strong understanding of brand positioning and brand consistency.

Strong understanding of social media, particularly Instagram, TikTok, Facebook and Xiaohongshu / RED.

Experience managing both online and offline marketing campaigns.

Strong understanding of influencer, KOL and KOC marketing.

Good visual taste and strong creative judgement.

Able to evaluate photography, graphics, video, styling, storytelling and copywriting.

Strong project management and execution skills.

Proven ability to lead and develop a team.

Commercially aware and comfortable working with KPIs and performance data.

Strong communication, presentation and decision‑making skills.

Able to translate broad management direction into clear action plans.

Able to work independently, take ownership and make recommendations.

THE PERSON WE WANT

Strategic

You understand the bigger picture and can turn business direction into clear marketing priorities.

Creative

You have strong taste and can recognise good visuals, storytelling and ideas.

Commercial

You understand that good marketing should strengthen the brand while contributing to customer and business growth.

Organized

You can turn ideas into plans, timelines, responsibilities and deliverables.

Decisive

You are comfortable making recommendations, giving direction and taking responsibility for decisions.

Hands‑On

You are willing to get involved when needed and understand the realities of execution.

Brand‑Sensitive

You understand that not every trend, idea or collaboration is suitable for the brand.

You can guide people, raise standards, challenge mediocre work and build a stronger team.

You prefer waiting for management to tell you exactly what to do.

Your marketing experience is mainly limited to posting social media content.

You understand performance marketing but have little interest in branding.

You have strong ideas but struggle to execute them.

You avoid giving constructive feedback or challenging your team.

You believe every social media trend should be followed.

You cannot explain why a piece of creative work is strong or weak.

You rely entirely on agencies or junior team members to think for you.

You prefer managing tasks rather than taking ownership of outcomes.

WHAT SUCCESS LOOKS LIKE

In this role, we expect to see:

Clearer brand and marketing direction.

Stronger and more consistent brand presentation.

Better‑quality social media and content.

Better campaign planning and execution.

Stronger coordination between marketing, creative, retail and management.

Fewer last‑minute marketing activities.

Faster and more organized execution.

Greater ownership and accountability within the team.

Better KOL, influencer and partnership strategies.

A stronger connection between marketing activities and commercial results.

Ultimately, management should not need to review every post, artwork or small marketing decision.

You should be able to understand the direction, lead the team, protect the brand and deliver the outcome.

PREFERRED BACKGROUND

Candidates may come from:

Fashion

Beauty

Luxury / contemporary retail

DTC / e‑commerce brands

Creative or branding agencies

Integrated marketing

Fashion experience is highly preferred, but strong candidates from relevant lifestyle or consumer industries are welcome.

EXPERIENCE

Ideally, 5–10+ years of relevant marketing / branding experience, including experience leading people, campaigns or creative teams.

Candidates with fewer years of experience but exceptional leadership, brand judgement and execution capabilities may also be considered.

ABOUT JOYCE COUTURE

Founded in 2008, JOYCE COUTURE is a Malaysian women’s fashion brand built on creativity, confidence and a strong point of view, with the ambition to build a distinctive fashion brand that women recognise, trust and want to be part of.

As we enter our next stage of growth, we are looking for a strong marketing leader to sharpen the brand, strengthen the team and connect creativity with commercial results.

We want someone with the taste, judgement and confidence to challenge ideas when needed – and come back with a better one.

We are not simply looking for someone to run marketing.

We are looking for someone who can lead it.