Senior Marketing Specialist (Xiao Hong Su)

Glad2Glow Malaysia; Kuala Lumpur; On-site; MYR 90,000 - 140,000; Full time

Job summary

Glad2Glow Malaysia is seeking a seasoned marketing professional to lead multi-channel campaigns. You will shape brand strategy, oversee influencer collaborations, and manage end-to-end campaign lifecycles from planning to post-analysis.

You will forecast performance, track ROI, mentor junior team members, and ensure consistent brand messaging across platforms while controlling budgets. The role requires Mandarin and English proficiency and a strong awareness of Chinese consumer trends.

Qualifications

• 2–4 years of marketing experience.
• Experience in beauty, skincare, FMCG, lifestyle, or consumer brands is preferred.
• Fluent in Mandarin and English (written and spoken).
• Strong Mandarin copywriting skills are highly preferred.
• Hands-on experience with Chinese digital platforms such as Xiaohongshu (小红书/RED) and Instagram.
• Experience targeting Malaysian Chinese consumers is strongly preferred.

Responsibilities

• Lead the development of comprehensive marketing strategies across multiple channels.
• Oversee the end-to-end influencer marketing strategy and execution.
• Own the end-to-end marketing campaign lifecycle from planning to post-analysis.
• Develop forecasts and track campaign performance, growth, and ROI.
• Lead, mentor, and develop junior team members for effective day-to-day execution.
• Plan and execute brand initiatives including product launches, influencer collabs, brand activations, and events.
• Monitor market trends, consumer behavior, competitor activities, and industry developments.
• Ensure consistent brand positioning and messaging across all touchpoints.
• Develop and manage the marketing budget to maximize ROI and business impact.
• Prepare and present regular marketing performance reports and updates to senior management.
• Take ownership of ad-hoc strategic marketing projects as assigned.

Skills

Marketing strategy

Influencer marketing

Campaign management

Brand development

Team leadership

Data-driven decisions

Mandarin copywriting

Job description

• Lead the development of comprehensive marketing strategies to drive brand awareness, consideration, and conversion across multiple channels.
• Oversee the end-to-end influencer marketing strategy and execution, ensuring campaigns are aligned with brand objectives, timelines, and budgets.
• Own the end-to-end marketing campaign lifecycle, from strategy development and planning to execution, performance tracking, and post-campaign analysis.
• Develop forecasts and track campaign performance, growth, and ROI, leveraging data and insights to optimize marketing strategies and drive business results.
• Lead, mentor, and develop junior team members, providing guidance and support to ensure effective execution of day-to-day marketing activities.
• Plan and execute key brand initiatives, including product launches, influencer collaborations, brand activations, and high-profile events, in line with the brand’s strategic direction.
• Monitor market trends, consumer behavior, competitor activities, and industry developments to identify new opportunities and inform marketing strategies.
• Ensure consistent brand positioning and messaging across social media, advertising, influencer partnerships, and other marketing touchpoints.
• Develop and manage the marketing budget, ensuring resources are strategically allocated to maximize campaign effectiveness and business impact.
• Prepare and present regular marketing performance reports and business updates, providing actionable insights and recommendations to senior management.
• Take ownership of ad-hoc strategic marketing projects and initiatives as assigned by senior management, contributing to broader business and brand objectives.

Job Requirements

• 2–4 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.