Head of Digital Marketing

Hoppi Malaysia Sdn.Bhd.; Selangor; On-site; MYR 325,000 - 489,000; Full time

Job summary

A leading digital marketing firm is seeking a Head of Digital Marketing to develop TikTok strategies and lead growth initiatives across Southeast Asia and the U.S. This is a high-impact role ideal for candidates with over 5 years of experience in digital marketing and proven success in scaling brands to USD 10 million. Responsibilities include managing influencer collaborations, optimizing digital marketing spend, and leading a regional team. Fluency in English is required; knowledge of Mandarin, Thai, or Vietnamese is an advantage.

Qualifications

• 5+ years experience in digital marketing for FMCG, beauty, or lifestyle brands.
• Proven track record of scaling brands from 0 to USD 10 million.
• Deep knowledge of TikTok algorithm and creator economy.
• Strong analytical and creative judgment.
• Excellent communication and leadership skills.
• Fluent in English; Mandarin, Thai, or Vietnamese is a plus.

Responsibilities

• Develop and execute a regional TikTok strategy.
• Build and manage a regional influencer and affiliate network.
• Manage TikTok and Meta ad budgets for maximum ROI.
• Maintain consistent brand storytelling across multiple markets.
• Build and lead a regional TikTok growth team.

Skills

Digital marketing

Influencer collaboration

Performance marketing

Analytical skills

Tools

TikTok Ads Manager

Affiliate dashboards

Job description

We’re looking for aHead of Digital Marketingwho is passionate about building growth through TikTok, influencer collaborations, and affiliate ecosystems. You will lead thedigital growth strategy for Hoppi and Alcean acrossSoutheast Asia (Malaysia, Thailand, Vietnam)and theU.S., helping our brands grow from0 to USD 10 million in annual revenue.

This is ahigh-impact, fast-growth leadership rolefor 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 aregional TikTok strategyto drive awareness, engagement, and revenue.

  Build ahigh-performing content enginecombining organic storytelling, trending formats, and paid campaigns.

  ManageTikTok 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 aregional influencer and affiliate networkacross SEA and the U.S.

  Recruit, onboard, and activatemicro, mid-tier, and top-tier KOLsthat align with brand positioning.

  Design and manageaffiliate programsthat drive measurable sales performance.

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

• 3. Performance Marketing & Data Optimization

  ManageTikTok and Meta ad budgetsfor maximum ROI and growth efficiency.

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

  Collaborate withLeah (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 acrossMalaysia, 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.

• 5. Team Leadership & Collaboration

  Build and lead aregional 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+ yearsexperience in digital marketing, influencer, or growth roles withinFMCG, beauty, or lifestyle brands.

• Proven successscaling brands from 0 to USD 10 millionthrough TikTok and influencer-driven growth.

• Deep knowledge ofTikTok 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 inMandarin, Thai, or Vietnameseis an advantage.

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