Integrated Marketing & E-commerce Director

Integrated Marketing Strategy & Leadership

• Design and lead the Group's integrated marketing framework — brand strategy alignment, media strategy, content, and communications — across all business units.
• Act as the central point of expertise and governance for marketing strategy, ensuring consistency, efficiency, and best practice across brand portfolios.
• Partner with Business Unit heads and Brand/Trade Marketing teams to translate category strategies into integrated marketing plans.
• Build and lead a high-performing central marketing team; develop capability and succession across the function.

E-commerce & Social Commerce

• Own the Group's e-commerce and social commerce strategy — platform partnerships, joint business plans, content-commerce integration, and performance management.
• Drive sustainable growth in online sales channels through improved processes, KOC/influencer partnerships, and platform investment.
• Build first-party data and CRM capability to support personalised, data-led consumer engagement across the funnel.

Media, Content & Communications

• Set the Group's media investment strategy and governance; lead negotiations with media and platform partners to optimise ROI.
• Oversee content strategy and production, including AI-augmented content capability, to improve speed, quality, and conversion.
• Lead always-on and campaign communications, ensuring brand safety, consistency, and effectiveness across channels.
• Apply Marketing Mix Modelling (MMM) and other analytics to continuously improve marketing ROI and investment allocation.

Agency & Vendor Management

• Manage the Group's roster of media, creative, and digital agencies — ensuring accountability, cost efficiency, and quality of output.
• Lead commercial negotiations and contract governance for marketing vendors and platform partners.

Governance & Stakeholder Management

• Represent the marketing function at senior leadership level, reporting to the COO on strategy, budget planning, and performance.
• Ensure compliance with brand safety, data privacy, and regulatory requirements across all marketing and e-commerce activities.

Build strong working relationships with Business Unit General Managers, Sales, Finance, and Supply Chain to align commercial priorities.

Experience

• 15+ years of progressive marketing, media, or e-commerce leadership experience, including senior client-side and/or agency leadership roles.
• Proven track record leading integrated marketing or media functions at a multi-brand, multi-category organisation — FMCG experience strongly preferred.
• Demonstrated P&L or budget ownership at a significant scale, with experience managing large teams (50+) and multi-million-dollar budgets.
• Strong track record in social/e-commerce growth, digital transformation, and platform partnerships (Google, Meta, TikTok, Shopee, etc.).
• Experience operating across multiple ASEAN markets is an advantage.

Skills & Competencies

• Strategic thinking with the ability to translate consumer insight into commercial outcomes.
• Strong commercial and analytical acumen — comfortable with MMM, ROI analysis, and data-led decision-making.
• Excellent stakeholder management — able to influence Business Unit leaders, the COO, and external partners.
• Change leadership — able to build new capability and drive adoption across a large, matrixed organisation.
• Fluent English required; Vietnamese language ability an advantage.

Education

• Bachelor's degree required; MBA or equivalent postgraduate qualification in Marketing/Business preferred.