Senior Marketing Manager (Ecommerce & Growth)

About US

PurelyB is a leading wellness brand that modernises ancient Malaysian herbal remedies into natural superfood supplements for the modern lifestyle. Backed by science and rooted in tradition, our mission is to improve lives through accessible, natural solutions for gut health, skin, immunity, mental clarity, and respiratory wellness.

We're entering an exciting growth phase across Asia and the US, and we're looking for a dynamic, strategic Senior Marketing Manager to lead the next chapter of our journey.

Role Overview

As Senior Marketing Manager (Ecommerce & Growth), you will own PurelyB's marketing function end-to-end from strategy and campaign planning through to performance and execution. You report directly to the CEO and work in close partnership with the Senior Content Strategist, who leads the creative team.

You are a growth marketer, a brand builder and storyteller all in your own right - someone who deeply understands what PurelyB stands for, who our audience is, and how to communicate in a way that moves people. You bring both commercial sharpness and creative instinct to the role, and you hold both in equal measure.

Together, you and the Senior Content Strategist are the two-person leadership engine of the marketing department. You collaborate as peers - you drive the commercial strategy, campaign direction, and revenue outcomes; the Senior Content Strategist leads creative excellence and content output for their team. But brand storytelling is a shared responsibility. You both care deeply about how PurelyB shows up in the world, and your best work happens when those two lenses are fully aligned.

You will be the commercial and strategic voice in campaign briefings - setting objectives, articulating audience insight, defining success metrics - while the Senior Content Strategist translates that into creative that lands. But you are equally capable of shaping the narrative, identifying the emotional hook, and knowing when the storytelling is off. You bring both, and you know when to use each.

This is a high-impact leadership role for a results-driven digital marketer with strong ecommerce experience, a strategic mindset, and the ability to move fast without losing quality.

Key Responsibilities

1.  Strategic Brand & Marketing Leadership

• Own and evolve PurelyB's branding & marketing positioning, go-to-market strategy, and campaign calendar aligned with product launches, seasonal moments, and commercial priorities.
• Lead the overall ecommerce and digital marketing strategy to drive customer acquisition, retention, and revenue growth.
• Collaborate closely with the CEO and COO to align on KPIs, budgets, and growth targets.
• Ensure brand consistency across all channels — paid ads, email, social, packaging, and beyond.

2.  Collaboration with the Senior Creative Content Strategist

This is one of the most critical aspects of the role. You and the Senior Creative Content Strategist are co-leads of the marketing team. Your collaboration determines whether campaigns achieve their commercial objectives and whether the creative execution truly comes to life.

• Brief the Senior Content Strategist clearly on campaign objectives, audience insight, channels, timeline, and success metrics — giving the creative team the commercial context they need to ideate effectively.
• Review creative output with a sharp commercial eye - able to identify what will convert, what will connect with the audience, and what needs to be reworked. You may not write the copy yourself, but you know great copy from average copy.
• Ensure creative ideation and execution are fully aligned with the campaign calendar, product strategy, and performance goals - holding the creative team accountable to deadlines and quality without compromising on impact.
• Champion a feedback culture where commercial data (click-through rates, conversion, ROAS) actively informs future creative decisions - closing the loop between performance and content.
• Ensure that the end-to-end campaign journey - from the first piece of content a customer sees to the landing page they convert on - is cohesive, high-quality, and brand-aligned.

3.  Campaign Planning & Execution

• Lead ideation and execution of integrated digital campaigns across email, paid media, organic content, affiliates, and partnerships.
• Ensure all campaigns are on-brand, on-time, and optimised for conversion and ROI.
• Own the campaign calendar and ensure the entire team is aligned and moving at pace.

4.  Ecommerce Strategy & Website Optimisation

• Oversee Shopify website strategy and performance - guiding CRO, landing page design, content, and customer journey improvements.
• Work with tech and design to plan and execute product launches, promotional campaigns, and bundle offers.
• Analyse funnel performance and user behaviour to identify conversion opportunities and implement changes quickly.

5.  Affiliate & Partnership Marketing

• Lead and scale the affiliate marketing programme (via Social Snowball or similar), managing recruitment, communication, and performance.
• Identify and nurture strategic brand collaborations, retail partners, and influencer ambassadors to drive reach and revenue.
• Own partnership sales goals and report on performance and ROI regularly.

6.  Team Management & Leadership

You are the day-to-day commercial leader of the marketing function. The Senior Content Strategist leads their creative sub-team directly - but you work closely and collaboratively across that entire team, providing direction on campaign objectives, reviewing output, and ensuring everything ladders up to the brand and revenue goals.

The Senior Content Strategist's team, whom you will work alongside regularly:

• Content Creators - you will collaborate on campaign briefs, review content output, and ensure creative is aligned with performance and brand objectives
• Social Media Specialist - you will work together on channel strategy, campaign rollout, and community storytelling
• Copywriter - you will guide copy direction ensuring all messaging is on-brand, audience-appropriate, and conversion-focused

Your direct reports and agency partners:

• Senior Content Strategist (peer/co-lead - you collaborate as equals; they lead their creative team, you lead the commercial function)
• Digital Marketing Operations 
• Performance Marketing 
• Marketplaces (Shopee, Lazada, Tik Tok)
• Email Marketing & Whatsapp marketing 
• Website, Landing Pages & Funnels
• Community & Events 
• CRM

You provide clear direction, mentorship, and performance accountability across all direct reports and agency partners. You foster a culture of creativity, data-driven decision-making, ownership, and collaborative execution.

7.  Paid Performance & Channel Growth

• Oversee paid media strategy across Meta, Google, YouTube, TikTok, Shopee, and Lazada - working closely with agencies to maximise MER & ROAS.
• Own channel performance reporting weekly and monthly - use data to make fast, informed decisions.
• Identify underperforming channels and reallocate budget and effort accordingly.
• Ensure paid creative briefs are sharp, funnel-stage specific, and persona-driven — across cold, mid, and bottom-of-funnel audiences. Collaborate with the Senior Content Strategist to bring these briefs to life.

What We're Looking For

Experience & Track Record

• Minimum 6+ years in digital marketing and ecommerce, with at least 3 years in a senior leadership or Head of Marketing role.
• Proven track record of driving growth in DTC ecommerce brands - health & wellness, beauty, or supplements is a strong advantage.
• Experience managing or working alongside a creative team, with the ability to brief effectively and give commercially grounded creative feedback.
• Strong background in Shopify, ecommerce campaign planning, landing pages, funnel optimisation, and performance analysis.

Skills & Capabilities

• A natural brand storyteller - you understand how to build emotional connection with an audience and can articulate what a brand stands for in a way that moves people, not just converts them.
• Sharp commercial eye for marketing copy, design, and content - you know what converts and what connects with an audience, and you can hold both the emotional and commercial lens at the same time.
• Deep understanding of digital channels: paid ads, SEO, email, influencer, affiliate, and social media.
• Experience building and scaling affiliate, influencer, and strategic partnerships.
• Strong strategic mindset with the ability to zoom into operational execution and results.
• Excellent leadership, communication, and stakeholder management skills.
• Collaborative by nature - you know how to get the best out of a creative team through clarity, trust, and shared commercial purpose.

Bonus

• Experience working in international markets (US, Singapore, Malaysia) and across multiple marketplaces (Shopee, Lazada, TikTok Shop).
• Experience with Social Snowball, Klaviyo, and/or similar CRM and affiliate platforms.

What You'll Get

• Competitive salary: RM8,000 – RM10,000/month based on experience
• Performance-based bonuses tied to revenue and growth milestones
• The opportunity to lead a high-growth phase and help scale PurelyB across Asia and the US
• Work with a purpose-driven brand making a real impact on women's health and wellness
• Flexible working hours and hybrid remote options
• A dynamic, collaborative team environment with room to grow