Chief Marketing Officer

Private Advertiser; Johor Bahru; Presencial; MYR 600.000 - 1.000.000; Jornada completa

Descripción de la vacante

Private Advertiser in Malaysia seeks a strategic, commercially minded Chief Marketing Officer with international experience to lead the group’s marketing, branding and consumer-growth agenda.

The role focuses on developing distinctive brands, driving market-entry strategies across countries and channels, and aligning demand generation with distribution, product development and partnerships for sustainable growth.

Formación

• Bachelor’s degree in Marketing or related field, or equivalent executive experience.
• Typically 12–15+ years of progressive marketing experience, including at least five years in senior marketing or brand leadership.
• Substantial F&B marketing and branding experience, supported by measurable commercial results.
• Demonstrated experience managing international or multi-market marketing programmes beyond Malaysia.
• Strong understanding of consumer insights, brand positioning, product launches, digital marketing, trade marketing and omnichannel customer engagement.
• Willingness to travel internationally.

Responsabilidades

• Develop and execute a Group-wide marketing strategy aligned with business objectives, brand priorities and overseas expansion plans.
• Assess international opportunities through market research, consumer insights, competitor analysis and channel evaluation.
• Define target audiences, value propositions and positioning for each priority market.
• Develop go-to-market plans with clear objectives, budgets, launch schedules and performance measures.
• Adapt messaging, campaigns, packaging concepts and channel strategies to local consumer preferences while protecting the core brand identity.
• Partner with the COO and sales leadership to align demand creation with distribution coverage, production readiness and market-entry execution.
• Support overseas distributors and business partners with appropriate brand guidelines, campaign materials and market-development programmes.
• Lead launch positioning, consumer testing, marketing readiness and post-launch performance reviews.
• Identify opportunities in relevant segments, including convenience foods, premium products, healthier choices, vegetarian products and Halal markets.

Conocimientos

Marketing strategy

Brand management

International growth

Consumer insights

P&L management

Cross-functional leadership

Educación

MBA

Bachelor’s in Marketing

Herramientas

CRM software

Market research tools

Descripción del empleo

We are seeking a strategic, commercially minded Chief Marketing Officer with international experience and deep knowledge of the F&B industry to lead the Group’s marketing, branding and consumer-growth agenda.

The successful candidate will develop distinctive brands, identify market demand and translate consumer insights into effective product positioning, campaigns and market-entry strategies. The role extends beyond Malaysia and requires experience adapting brands and marketing programmes to different countries, cultures, customer segments and sales channels.

This executive will combine long-term brand building with measurable demand generation, working closely with the CEO, COO, sales leadership and product-development teams to support sustainable growth.

Key Responsibilities

A. Marketing Strategy and International Growth

Develop and execute a Group-wide marketing strategy aligned with business objectives, brand priorities and overseas expansion plans.

Assess international opportunities through market research, consumer insights, competitor analysis and channel evaluation.

Define target audiences, value propositions and positioning for each priority market.

Develop go-to-market plans with clear objectives, budgets, launch schedules and performance measures.

Adapt messaging, campaigns, packaging concepts and channel strategies to local consumer preferences while protecting the core brand identity.

Partner with the COO and sales leadership to align demand creation with distribution coverage, production readiness and market-entry execution.

Support overseas distributors and business partners with appropriate brand guidelines, campaign materials and market-development programmes.

B. Brand Strategy and Portfolio Management

Define and strengthen the Group’s brand architecture, positioning, identity and long‑term brand direction.

Establish clear differentiation across products, brands and business channels.

Oversee brand storytelling, creative direction, packaging design and communication standards.

Maintain consistent brand presentation across retail, restaurant, digital, distributor and corporate touchpoints.

Review brand performance and recommend portfolio development, repositioning or rationalisation.

Ensure consumer-facing and trade-facing brands have appropriate strategies, particularly where the Group operates both own‑brand and OEM businesses.

C. Consumer Insights and Product Innovation

Build a strong understanding of consumer preferences, purchasing behaviour, usage occasions, price sensitivity and emerging F&B trends.

Translate research and market feedback into actionable product, packaging, pricing and communication recommendations.

Work with R&D, QA, Operations and sales teams on new‑product development and product renovation.

Lead launch positioning, consumer testing, marketing readiness and post‑launch performance reviews.

Identify opportunities in relevant segments, including convenience foods, premium products, healthier choices, vegetarian products and Halal markets.

Establish feedback mechanisms that combine sales data, customer reviews, distributor feedback and consumer research.

D. Integrated and Omnichannel Marketing

Lead coordinated marketing programmes across relevant channels, including:

Digital advertising, search and social media.

Content, video, creators and influencer partnerships.

E‑commerce, marketplaces and direct‑to‑consumer channels.

Retail and in‑store activation.

Restaurant and outlet promotions.

Trade marketing and distributor programmes.

Public relations, media relations and corporate communications.

Exhibitions, trade shows, sampling and experiential events.

Customer relationship management and loyalty programmes.

Select channels according to the target audience and commercial objective rather than relying on a single platform.

Ensure a consistent customer experience across online and offline interactions.

Manage creative, media, digital, research and public‑relations agencies against agreed deliverables.

E. Commercial Alignment and Demand Generation

Partner with sales leadership on customer acquisition, sell‑through, repeat purchase and channel development.

Support key‑account presentations, distributor recruitment and trade exhibitions with compelling marketing materials.

Develop promotional strategies that balance volume growth, brand positioning and profitability.

Contribute consumer and competitor insights to pricing and product‑pack decisions.

Build suitable B2B marketing programmes for OEM, trading and foodservice customers.

Distinguish marketing‑generated demand from sales conversion responsibilities and establish shared accountability for business outcomes.

F. Marketing Analytics, Budget and Technology

Own the marketing budget and recommend investment allocation across brands, markets and channels.

Establish clear measures for campaign performance, brand health and marketing contribution.

Use appropriate analytics, CRM and marketing technology to improve targeting, customer engagement and decision‑making.

Apply test‑and‑learn methods to evaluate campaigns before scaling investment.

Report performance, insights, risks and recommendations to the CEO and leadership team.

Balance short‑term campaign returns with long‑term brand development.

G. Brand Governance and Team Leadership

Build, lead and develop a capable marketing organisation.

Establish clear objectives, ownership and approval processes.

Work with QA, regulatory and legal advisers to ensure product claims, packaging and promotional materials are appropriately reviewed.

Coordinate reputation management and crisis communications with the CEO and relevant functions.

Protect brand assets and work with appointed advisers on relevant trademark and intellectual‑property matters.

Promote collaboration between Marketing, Sales, Operations, R&D and overseas partners.

Candidate Requirements

Bachelor’s degree in Marketing, Business Administration, Communications or a related discipline, or equivalent relevant executive experience.

Typically 12-15 or more years of progressive marketing experience, including at least five years in senior marketing or brand leadership.

Substantial F&B marketing and branding experience, supported by measurable commercial results.

Demonstrated experience managing international or multi‑market marketing programmes beyond Malaysia.

Strong understanding of consumer insights, brand positioning, product launches, digital marketing, trade marketing and omnichannel customer engagement.

Proven ability to translate market demand into product, brand and growth strategies.

Experience managing marketing budgets, agencies and cross‑functional projects.

Strong analytical, commercial, creative and stakeholder‑management capabilities.

Ability to adapt marketing strategies to different consumer cultures and channel environments.

Willingness to travel internationally.

Added Advantages

Experience in Halal products, frozen food, bakery, pastry, restaurant chains or food retail.

Exposure to both B2C brand building and B2B/OEM marketing.

Experience supporting export brands, international distributors or franchise networks.

Experience building brands from an early stage or repositioning established portfolios.

Familiarity with customer data platforms, CRM, e‑commerce analytics and marketing automation.

Postgraduate business or marketing qualification.

Proposed Performance Measures

Brand awareness, consideration and preference in priority markets.

Marketing contribution to revenue and market‑share growth.

New‑product launch performance and repeat purchase.

Customer acquisition and retention.

E‑commerce conversion and channel profitability, where applicable.

Trade‑marketing effectiveness and retail sell‑through.

Overseas‑market campaign results.

Marketing‑budget effectiveness and campaign return.

Qualified B2B leads and conversion contribution for OEM or trading activities.