Job Description:
Own PR & Marketing Strategy
- Define and own annual and quarterly PR & Marketing strategies for Korea and Japan, aligned with regional and global business priorities.
- Translate business objectives into clear KPI frameworks (e.g. Leads, MQL, CVR, CAC, Brand Lift, Organic Traffic, Share of Voice).
- Balance short-term performance efficiency with long-term brand equity and organic growth.
Lead Full-Funnel Growth
- Own and integrate full-funnel growth strategy, covering: Performance marketing (lead generation, conversion, retargeting), PR & earned media, owned media (homepage, blog, SEO content, seller-facing assets)
- Ensure paid, PR, and organic channels operate as one growth system, not as siloed executions.
- Lead budget planning and allocation strategy, optimizing for marginal ROI and sustainable growth.
Define Brand Narrative & Creative Direction
- Own Shopee's core messaging framework and brand narrative for Korea and Japan.
- Set creative strategy and governance across campaigns, content, PR storytelling, and seller communications.
- Guide agencies and internal teams to deliver consistent, locally relevant yet globally aligned messaging.
Team Leadership & Org Building
- Lead, coach, and develop the KR/JP PR & Marketing team, setting a clear vision and execution standards.
- Build a scalable team structure and operating model, with a roadmap for future growth.
- Foster a culture of ownership, collaboration, and strategic thinking, not task-based execution.
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Requirements:
- Bachelor's degree or above with 8+ years of experience in marketing, PR, digital marketing, or related fields B2B marketing experience is required.
- Proven experience in planning, executing, and optimizing performance marketing campaigns focused on lead generation and conversion.
- Strong understanding of audience targeting, performance measurement, and attribution frameworks, with hands-on experience.
- Demonstrated ability to analyze campaign performance, derive actionable insights, and apply them to strategy and execution.
- Proven leadership capability in developing team members while driving performance and cross-team collaboration.
- Ability to proactively resolve issues, represent the team, and communicate effectively with diverse internal and external stakeholders.
- Excellent written and verbal communication skills in both Korean and English.
- Experience working with media and PR agencies, with a solid understanding of external communications and brand exposure management (preferred
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