Head of Digital Marketing

HOPPI MALAYSIA SDN.BHD.; Petaling Jaya; On-site; MYR 120,000 - 150,000; Full time

Job summary

A leading digital marketing firm is seeking a Head of Digital Marketing in Petaling Jaya, Malaysia. This role focuses on building brand growth through TikTok, influencer collaborations, and affiliate strategies across Southeast Asia. The ideal candidate will have over 5 years of experience in digital marketing and proven success in scaling brands to USD 10 million. Strong analytical and leadership skills are essential, along with fluency in English. Join and lead a high-impact team driving innovative strategies.

Qualifications

• 5+ years experience in digital marketing, influencer, or growth roles.
• Proven success scaling brands through TikTok and influencer-driven growth.
• Deep knowledge of TikTok algorithm and performance funnels.
• Excellent communication and leadership skills.
• Fluency in English; Mandarin, Thai, or Vietnamese is a plus.

Responsibilities

• Develop and execute a regional TikTok strategy to drive awareness.
• Build a high-performing content engine for engagement and revenue.
• Manage TikTok Shop operations and optimize for conversions.
• Build and manage a regional influencer and affiliate network.
• Manage TikTok and Meta ad budgets for maximum ROI.

Skills

Digital marketing

Influencer collaborations

Data analysis

Content creation

Leadership

Tools

TikTok Ads Manager

Affiliate dashboards

Job description

We’re looking for a Head of Digital Marketing who is passionate about building growth through TikTok, influencer collaborations, and affiliate ecosystems. You will lead the digital growth strategy for Hoppi and Alcean across Southeast Asia (Malaysia, Thailand, Vietnam) and the U.S., helping our brands grow from 0 to USD 10 million in annual revenue.

This is a high-impact, fast-growth leadership role for someone who can blend creative thinking, performance marketing, and data insights to scale a consumer brand globally. You will work closely with the media, content, and sales teams to turn TikTok into one of our most powerful sales and brand-building engines.

Key Responsibilities

1. TikTok Growth & Channel Strategy

Develop and execute a regional TikTok strategy to drive awareness, engagement, and revenue.

Build a high-performing content engine combining organic storytelling, trending formats, and paid campaigns.

Manage TikTok Shop operations, including listings, campaign execution, and conversion optimization.

Collaborate with creative and media teams to scale high-performing content that converts.

2. KOL & Affiliate Ecosystem Development

Build and manage a regional influencer and affiliate network across SEA and the U.S.

Recruit, onboard, and activate micro, mid-tier, and top-tier KOLs that align with brand positioning.

Design and manage affiliate programs that drive measurable sales performance.

Co-create storytelling content with influencers for both awareness and conversion-led campaigns.

3. Performance Marketing & Data Optimization

Manage TikTok and Meta ad budgets for maximum ROI and growth efficiency.

Track and optimize key performance metrics: CPA, ROAS, conversion rate, engagement rate.

Collaborate with Leah (Regional Media Buy Specialist) to synchronize ad performance and content results.

Use performance insights to refine targeting, creative strategy, and spending efficiency.

4. Cross-Market Brand Alignment

Maintain consistent brand storytelling across Malaysia, Thailand, Vietnam, and the U.S.

Localize campaign concepts and creative assets based on cultural and consumer insights.

Work with product and sales teams to align content with launches and retail moments.

Build and lead a regional TikTok growth team (content strategist, influencer manager, video editor).

Collaborate closely with creative, sales, and eCommerce teams to deliver full-funnel results.

Coach local teams to strengthen execution capability and creative quality.

Qualifications

5+ years experience in digital marketing, influencer, or growth roles within FMCG, beauty, or lifestyle brands.

Proven success scaling brands from 0 to USD 10 million through TikTok and influencer-driven growth.

Deep knowledge of TikTok algorithm, creator economy, and performance funnels.

Strong analytical and creative judgment, with hands‑on experience using TikTok Ads Manager and affiliate dashboards.

Excellent communication, leadership, and project management skills.

Fluent in English; proficiency in Mandarin, Thai, or Vietnamese is an advantage.

Passionate about content culture, community marketing, and brand storytelling.