Head of Marketing

Job Summary

We are seeking a visionary
Head of Marketing
to lead the overall marketing direction and brand strategy for Cosway. This role is responsible for shaping the company's marketing vision, driving brand growth, and leading a diverse team spanning digital marketing, branding, PR & events, creative, multimedia, and e-commerce.

As a key member of the leadership team, you will collaborate closely with Product Development, Sales, Operations, and Customer Service to deliver impactful, data-driven marketing strategies that strengthen brand equity and accelerate business performance across all channels.

Key Responsibilities:

1. Strategic Marketing & Brand Leadership

• Define and execute comprehensive marketing strategies that align with the company's business objectives and growth roadmap.
• Champion brand positioning and ensure consistency in brand identity, tone, and communication across all consumer touchpoints.
• Translate market insights, consumer behavior, and emerging trends into actionable marketing initiatives.
• Strengthen Cosway's brand relevance and differentiation in a competitive FMCG and retail landscape.

2. Leadership & Team Development

• Lead and mentor a multidisciplinary marketing team across:

Marketing & Social Media
– Paid media, influencer marketing, and content engagement.

Branding & Creative
– Brand storytelling, design, and visual communication.

Events & PR
– On ground activations, roadshows, corporate communications, partnerships, and

media engagement.

E-Commerce & Multimedia
– Online presence, digital content, and user experience.

• Foster a collaborative, high-performance culture focused on creativity, accountability, and measurable impact.
• Build marketing capabilities through continuous learning, innovation, and process optimization.

3. Integrated Campaigns & Creative Direction

• Lead the conceptualization and execution of 360° integrated campaigns across digital, retail, and PR platforms.
• Oversee creative ideation, ensuring all content and visuals reflect the brand's personality and resonate with target audiences.
• Develop thematic, product launch, and seasonal campaigns that drive awareness, engagement, and conversion.
• Uphold creative excellence and alignment with strategic business goals.

4. Digital, Social & E-Commerce Growth

• Drive digital transformation through robust online marketing strategies encompassing SEO/SEM, CRM, and paid media.
• Strengthen brand presence and engagement across major social platforms (Instagram, TikTok, Facebook, XiaoHongShu, etc.).
• Enhance e-commerce performance through targeted traffic generation, conversion optimization, and loyalty programs.
• Utilize analytics and consumer insights to refine content strategies and maximize ROI.

5. Events, PR & Strategic Partnerships

• Spearhead brand activations, media events, and collaborations that amplify visibility and strengthen brand affinity.
• Cultivate strong relationships with media partners, influencers, and key opinion leaders to enhance brand credibility.
• Ensure seamless event execution with strong alignment to marketing objectives and brand image.

6. Market Intelligence & Performance Analytics

• Monitor competitive activity, market dynamics, and category trends to identify growth opportunities.
• Establish KPIs and track campaign performance, delivering actionable insights and data-driven recommendations.
• Use analytics to measure marketing ROI and inform future strategic decisions.

7. Budget, Resource & Vendor Management

• Oversee annual marketing budget planning and allocation to maximize impact and efficiency.
• Manage vendor relationships, contract negotiations, and project timelines to ensure quality and cost-effectiveness.
• Ensure all marketing initiatives are delivered within scope, budget, and timelines.

Job Requirements:

• Bachelor's Degree in Marketing, Mass Communications, Business, or a related field.
• Minimum 8–10 years of progressive marketing experience, with at least 4 years in a leadership or head-of-department capacity.
• Proven success leading multi-functional marketing teams across digital, brand, PR, and e-commerce functions.
• Strong track record in strategic planning, campaign leadership, and brand management within FMCG, retail, or beauty/wellness industries.
• Visionary leader with strategic agility, creativity, and strong commercial acumen.
• Exceptional stakeholder management, communication, and presentation skills.
• Highly skilled in data-driven marketing, analytics tools, and performance optimization.
• Hands-on, results-oriented leader who balances strategic foresight with execution excellence.