Head of Marketing

The Head of Marketing will lead the strategic and operational direction of the Marketing function

across all business units, delivering both long-term brand equity and short-term commercial results. This role demands a rare balance: the creativity to craft distinctive, buzzworthy campaigns that elevate the brand, and the discipline to ensure every initiative delivers measurable value to the

business. Reporting to the General Manager, Commercial, and working closely with the CEO, the

Head of Marketing must be adept at translating diverse perspectives into an integrated marketing

agenda that advances both brand and commercial priorities.

JOB RESPONSIBILITIES:

1. Strategic Leadership & Regional Expansion

Develop and lead the long-term FMCG marketing strategy across Malaysia and new international

markets.

Ensure brand positioning, product portfolios, and GTM (Go-to-Market) strategies are market-

relevant and competitively advantaged.

Oversee country-specific adaptations for campaigns, innovation, and partnerships to ensure local

resonance while maintaining global brand consistency.

2. Commercial & Revenue Accountability

Take full ownership of FMCG portfolio revenue and profitability targets.

Manage brand P&L, pricing strategies, promotional plans, and portfolio mix optimization.

Partner with Sales, Trade Marketing, and E-commerce to align marketing activities with sales

targets and channel-specific opportunities.

3. Campaign & Brand Development

Lead the creation of integrated marketing campaigns that are breakthrough, relevant, and on-

brand while meeting commercial KPIs.

Ensure creative output is bold and differentiated, but grounded in data, insights, and clear

performance metrics.

Oversee content creation, brand storytelling, and partnerships to strengthen brand positioning

4. Marketing Budget & Financial Discipline

Establish robust financial reporting structures for marketing budgets and spends,

ensuring transparency, accuracy, and ROI tracking.

Regularly review and optimize marketing investments to maximize commercial impact.

Lead quarterly budget reviews and prepare reports for senior management.

5. Customer Engagement & Joint Business Planning

Prepare the marketing team to lead brand presentations during annual Joint Business Planning

(JBP) sessions with key retailers such as Lotus's, Family Mart, and Jaya Grocer.

Work closely with Key Account Managers to tailor marketing and promotional plans to retailer-

specific strategies.

Build strong customer-facing marketing credibility to support sell-in and sell-through.

6. Partnerships & Commercial Opportunities

Lead all group-level FMCG partnerships and collaborations, negotiating and delivering deals that

drive both commercial and brand value.

Ensure partnerships are integrated into the wider marketing calendar and contribute to revenue

growth.

7. Team Leadership & Capability Development

Inspire and coach a high-performing marketing team across brand, digital, trade comms, and

partnerships.

Build team capabilities in strategic brand planning, financial acumen, and retailer engagement.

Set clear expectations, performance standards, and career development pathways for team

members.

JOB COMPETENCIES / REQUIREMENTS:

Bachelor's degree in marketing, Business, or related field; MBA preferred.

10+ years experience in FMCG marketing, with at least 5 years in a senior leadership role.

Proven track record in brand portfolio management, P&L ownership, and market expansion.

Experience in developing marketing strategies for international markets.

Strong commercial acumen with advanced skills in budget management and ROI analysis.

Skilled in customer-facing marketing and JBP presentations with top-tier retailers.

Exceptional leadership skills, with the ability to drive results through influence and vision.

Entrepreneurial mindset with superior drive and hunger to succeed in fast-paced, competitive environments.

Revenue Contribution: Measurable uplift in sales attributable to marketing initiatives.

Brand Health: Growth in brand awareness, consideration, preference, and share of voice.

Campaign Effectiveness: ROI against spend, engagement rates, and conversion metrics.

Innovation Impact: Number of distinctive campaigns or initiatives that generate market buzz and

business results.

Stakeholder Alignment: Ability to balance and integrate differing strategic perspectives into a

cohesive plan.

Team Development: Improved capability, performance, and retention within the marketing team.