Consumer Marketing Manager

Marketing & PR

The Consumer Marketing Manager is responsible for driving B2C marketing strategy and execution across Southeast Asia (SEA) and Greater China Region (GCR). This role drives cross-functional collaborations across consumer digital marketing, product marketing, campaign development, brand partnerships, influencer (KOL) management, and content creation to support the consumer regional marketing goals and deliver a strong marketing performance and return on investment.

Key Responsibilities

• Marketing Plan Development and Portfolio Management
• Drive the planning and execution of B2C marketing initiatives across SEA and GCR regions to drive a healthy consistent YoY business and consumer growth in key regions.
• Collaborate with internal teams (B2B, PR, social media, digital, media, channel) and external partners and agencies to deliver cohesive, high-impact brand and consumer marketing campaigns.
• Lead the creative development and localization of campaign assets, marketing content, and marketing promo calendar across board and with external agencies.
• Manage product marketing localization process for product marketing materials, ensuring cultural relevance and commercial alignment across functions and markets (e.g., Simplified Chinese, Traditional Chinese, Vietnamese, Bahasa Melayu).
• Marketing Campaign Management and Execution
• Plan, execute, and optimize regional and in-market specific digital marketing campaigns focused on promoting brand awareness, creating consumer demand, driving online clicks and conversions, and supporting the overall product adoption journey and process.
• Collaborate with B2B, digital and channel teams to manage end to end campaigns online and offline—from strategy and agency/vendor management to contracting, budgeting, invoicing, activation, and performance tracking and reports.
• Identify and manage brand partnership opportunities to enhance brand reach, drive unique consumer experiences, and bring additional value add offerings to consumer and product.
• KOL & Influencer Management
• Identify, onboard, and manage KOL and influencer partnerships through agencies or direct collaboration.
• Oversee content creation and ensure influencer output aligns with brand messaging, tone, and regional campaign goals.
• Coordinate KOL campaigns across multiple markets and evaluate performance against campaign KPIs and engagement benchmarks.
• Budget, Reporting & ROI Management
• Manage regional marketing budgets, campaign agreement and contracts, finance and payment processes, ensuring efficient spend, timely accruals, and adherence to internal policies.
• Track and report on campaign performance, measuring impact against key business and marketing KPIs.
• Work closely with finance and legal teams to ensure timely contract execution, PR submissions, and accurate documentation for all marketing activities.