Marketing Lead (XHS)

MY GOLD INTI SDN. BHD.; Kuala Lumpur; On-site; MYR 90,000 - 150,000; Full time

Job summary

SKINTIFIC is seeking a Marketing Lead to drive comprehensive campaigns across digital, social, and traditional channels in Malaysia. You will oversee influencer collaborations, guide content creation, and ensure brand consistency while pursuing growth in the beauty sector.

The role requires fluency in Mandarin and English, deep understanding of the Chinese consumer market, and hands-on work with Xiaohongshu and Instagram.

Qualifications

• 3–4 years of marketing experience in beauty, skincare, FMCG, lifestyle or consumer brands.
• Fluent Mandarin and English, written and spoken; strong Mandarin copywriting preferred.
• Experience developing and executing 360° marketing campaigns from strategy to performance analysis.
• Strong understanding of the Chinese consumer market, including cultural nuances and trends.
• Experience managing campaigns targeting Malaysian Chinese consumers.

Responsibilities

• Assist development and execution of 360° marketing campaigns across channels.
• Oversee influencer marketing process from identifying KOLs to briefs and evaluating outcomes.
• Ensure brand consistency across campaigns and touchpoints while keeping the brand fresh.
• Forecast ROI of campaigns and align with product and business development teams.
• Lead cross-functional teams to maintain quality in marketing materials and campaigns.
• Drive KOL/Influencer seeding strategies to amplify brand awareness and engagement.
• Mentor junior team members and provide regular performance insights to leadership.
• Monitor and optimize campaign performance; provide reports and actionable recommendations.
• Manage marketing budgets to meet or exceed performance goals.
• Champion marketing innovation and adapt to emerging platforms.

Skills

Mandarin & English fluency

360° marketing campaigns

Content creation & copywriting

KOL/Influencer marketing

Cross-channel marketing

Chinese digital platforms

Tools

Xiaohongshu (RED)

Instagram

Job description

Assist the development and execution of comprehensive marketing strategies that encompass awareness, consideration, and conversion across multiple channels, including digital, social media, and traditional advertising.

Analyze marketing trends and consumer behavior to provide actionable insights and key recommendations for improving content promotion and discovering new ways to drive traffic and sales.

Oversee the end-to-end influencer marketing process, from identifying suitable KOLs/Influencers to creating and presenting briefs, managing relationships, and evaluating campaign performance.

Ensure brand consistency and relevance across all marketing campaigns, advertisements, and touchpoints, while making sure the brand remains fresh and appealing to the target audience.

Forecast the growth and ROI of marketing campaigns, collaborating with product development and business development teams to ensure alignment with broader business objectives.

Supervise and guide cross-functional teams, including advertising, design, and content creation, ensuring consistency and quality in all marketing materials.

Take ownership of planning and executing key brand initiatives, including beauty-related events, product launches, and high-profile influencer collaborations.

Drive KOL/Influencer seeding strategies to amplify brand awareness, publicity, and customer engagement across various platforms.

Lead and mentor junior team members, fostering a collaborative and results-driven environment while supporting their professional development.

Monitor and optimize campaign performance, providing regular reports to senior leadership with key insights and actionable recommendations for future strategies.

Manage marketing budgets, ensuring cost-effective allocation of resources across campaigns while meeting or exceeding performance goals.

Champion innovation in marketing strategies, staying ahead of industry trends and leveraging emerging platforms and tactics to enhance brand visibility.

Take on additional projects as assigned by senior leadership, contributing to broader.

Job Requirements

3–4 years of experience in marketing, preferably within the beauty, skincare, FMCG, lifestyle, or consumer brands industry.

Proven experience in developing and executing 360° marketing campaigns, from strategy and planning to execution, optimisation, and performance analysis.

Strong understanding of the Chinese consumer market, including consumer behaviour, cultural nuances, purchasing habits, and current beauty and lifestyle trends.

Fluent in Mandarin and English, both written and spoken. Strong Mandarin copywriting skills are highly preferred.

Strong understanding and hands-on experience with Chinese digital platforms such as Xiaohongshu (小红书/RED) & Instagram.

Candidates with experience managing campaigns targeting Malaysian Chinese consumers are strongly preferred.

Health & Beauty Retail Not specified

SKINTIFIC, skincare developed and formulated by scientists in Canadian laboratories. Through years of research, scientists have finally found that damaged skin barrier is the root of all skin problems on the face.

With the patented technology of TTE (Trilogy Triangle Effect), SKINTIFIC managed to formulate the perfect combination of active ingredients and barrier ingredients for fast and barrier safe skin result.

Global leader in beauty retailing and operates successfully in more than two thousand points of sale. With a vision of making SKINTIFIC the most loved beauty community in the world, it aims to transform the beauty shopping experience through strong relationships with customers, brands and products, unexpected concepts, and a non-conformist attitude.

Whether you’re passionate about products, people, numbers, words, code, or strategy, we have a place for you. SKINTIFIC is a place where you have the power to change someone’s day and truly make them feel better about themselves.

By staying true to our core value of possessing a disruptive spirit, SKINTIFIC manages to provide all employees a fun place to learn with the freedom to experience, to create, to innovate.

SKINTIFIC, skincare developed and formulated by scientists in Canadian laboratories. Through years of research, scientists have finally found that damaged skin barrier is the root of all skin problems on the face.

With the patented technology of TTE (Trilogy Triangle Effect), SKINTIFIC managed to formulate the perfect combination of active ingredients and barrier ingredients for fast and barrier safe skin result.

Global leader in beauty retailing and operates successfully in more than two thousand points of sale. With a vision of making SKINTIFIC the most loved beauty community in the world, it aims to transform the beauty shopping experience through strong relationships with customers, brands and products, unexpected concepts, and a non-conformist attitude.

Whether you’re passionate about products, people, numbers, words, code, or strategy, we have a place for you. SKINTIFIC is a place where you have the power to change someone’s day and truly make them feel better about themselves.

By staying true to our core value of possessing a disruptive spirit, SKINTIFIC manages to provide all employees a fun place to learn with the freedom to experience, to create, to innovate.

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