Head of Global Brand Strategy

CHARLES & KEITH (SINGAPORE) PTE LTD; Singapore; On-site; SGD 260,000 - 320,000; Full time

Job summary

CHARLES & KEITH Group in Singapore is seeking a Head of Global Brand Strategy to architect integrated marketing planning and execution across international markets, delivering consumer-led campaigns that elevate brand experiences worldwide.

You will lead the global calendar, align campaigns across digital, retail, PR and CRM, and collaborate with cross-functional teams to drive traffic, engagement and revenue while preserving premium brand equity.

Qualifications

• 10+ years of global integrated marketing and brand strategy experience.
• Proven leadership across cross-functional teams and multiple markets.
• Ability to translate strategy into actionable go-to-market plans.

Responsibilities

• Architect the global brand strategy and integrate marketing planning across markets.
• Own and lead the global calendar for campaigns across digital, retail, PR and CRM.
• Collaborate with cross-functional teams to deliver consumer-led campaigns and experiences.
• Ensure brand consistency and premium execution in all touchpoints during rapid expansion.

Skills

Integrated marketing

Brand strategy

Cross-functional leadership

Global markets

Project management

Job description

Head of Global Brand Strategy

We’re on the lookout for individuals who are passionate about fashion, think outside the box, and have an eye for innovation. Unleash your potential with us, and join us as we create joy and excitement in our global community to empower people to express themselves freely through fashion. Are you a strategic visionary ready to shape the narrative of a global fashion icon? As the Head of Global Brand Strategy, you will be the architect of our integrated marketing planning and execution across diverse international markets. You will command the global integrated marketing calendar, conceptualizing and delivering consumer-led campaigns that create seamless, elevated brand experiences at every touchpoint. This is a high-impact, global role where you will partner closely with cross-functional teams and regional stakeholders worldwide. Your mission is to ensure that as CHARLES & KEITH continues its rapid global expansion, our brand execution remains consistently premium, locally resonant, and commercially disruptive.

Integrated Strategic Planning

• Command the Global Calendar: Own and lead the comprehensive integrated marketing calendar, meticulously aligning brand campaigns across digital, retail, PR, and CRM channels worldwide.
• Drive Commercial Success: Translate ambitious business objectives into holistic, multi-channel marketing strategies that aggressively drive traffic, deepen engagement, and accelerate global revenue growth.

Brand Strategy & Market Positioning

• Define the Global Narrative: Architect the brand positioning across diverse international markets, striking the perfect balance between local cultural relevance and unwavering global consistency.
• Innovate and Disrupt: Develop nuanced execution strategies and niche positioning for specific markets, devising disruptive and innovative tactics to strengthen brand equity in alignment with our aggressive global expansion plans.
• Translate Vision to Action: Align seamlessly with strategic directives from creative content, PR, and corporate communications, translating high-level vision into actionable executional strategies and robust go-to-market plans.

Omnichannel Brand Consistency

• Elevate the Experience: Ensure a seamless, consistent, and elevated brand experience across all customer touchpoints, bridging the gap between online and offline environments globally.
• Integrate the Journey: Masterfully integrate campaigns across ecommerce, retail, social media, CRM, and experiential channels to create a unified brand ecosystem.
• Partner for Impact: Collaborate closely with UX, Ecommerce, and Retail teams to align compelling brand storytelling with the end-to-end customer journey and experience.
• Leverage Technology: Act as a strategic partner, optimizing and leveraging advancements in marketing technology to constantly improve productivity and performance across global markets, while aligning with the strategic vision of our global HQ in Singapore.
• Uphold the Standard: Take ultimate responsibility for ensuring all activity, content, and creative output meets and exceeds the brand’s rigorous global standards.

Cross-Functional & Regional Collaboration

• Bridge the Global Divide: Act as the critical bridge between global HQ and local markets, ensuring strategic alignment while empowering regional teams to execute with cultural nuance.
• Foster Cohesion: Establish and nurture strong relationships across all business units to ensure cohesive implementation and strategic alignment across necessary departments globally.
• Optimize the Ecosystem: Take ownership of the full spectrum of the marketing plan and strategies for different markets, collaborating with cross-functional divisions to optimize offline and online sales by driving targeted traffic to retail locations and diverse Ecommerce sites across the globe.

What We Are Looking For

• Extensive Experience: Minimum of 10 years of progressive experience in integrated marketing and brand strategy across global markets, ideally within the fashion or retail industries.
• Strategic Acumen: Strong business judgment and decision-making skills, with the ability to identify, prioritize, and articulate the highest impact initiatives in complex global markets.
• Exceptional Leadership: Demonstrated strong team leadership with the proven ability to lead cross-functional collaboration and influence key stakeholders across multiple global markets and cultures.
• Proven Track Record: Demonstrated success in developing and executing complex, integrated marketing strategies that simultaneously drive brand equity and deliver strong commercial results on an international scale.
• Project Management Mastery: Exceptional project management skills with the ability to seamlessly manage complex, multi-market campaigns from inception to execution.
• Innovative Vision: Highly creative, resourceful, and forward-thinking, with a passion for crafting impactful, memorable brand experiences.

CHARLES & KEITH Group is headquartered in Singapore and has more than 700 stores and 4000 employees worldwide. Founded by siblings, Charles and Keith Wong, the Group manages the development of two premium fashion brands – CHARLES & KEITH and PEDRO. Through its modern and edge-cutting designs across footwear, bags and accessories categories, the Group aims to empower people to express themselves freely through fashion. Driven by a culture of creativity and innovation, the Group strives to continually elevate the image of their brands, pushing the boundaries between traditional retail and the digital world by exploring new activities and unique experiences to bring to its ever-evolving community.