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Head of International Marketing
Location: Singapore

About the job

In driving the transformation of the company, this newly created position this role will help to transcend the growth of the company to the next level of business excellence with innovative digital transformation of CHARLES & KEITH Brand in all markets via Digital Driven Marketing Strategy, including programmatic marketing, analytics, social media, partnerships & affiliates, operational marketing and CRM.

You will act as a strategic partner, optimising and leveraging on advancements in technology to constantly improve productivity and performance for our Asia, US and Europe markets in alignment with the strategies of our global HQ in Singapore. You will also be responsible for the full spectrum of the marketing plan and strategies, collaborating with cross-functional divisions to optimise on- and off-line sales by driving traffic to retail and different E-Commerce sites across the different markets.


  • Align with directions from the Creative Marketing team responsible for creative contents, PR and corporate communications
  • Execute and drive the brand’s global marketing and communication strategies and integrate these into digital & traditional marketing activities and investments with a focus on share of brand’s voice and leads generation
  • Define the execution strategies of the Brand and the niche positioning for the different markets with your innovative and creative flair
  • With digital and technologically-savvy zest, devise disruptive and innovative strategies to drive the Brand into a digital retail powerhouse, in line with our continued global expansion, both on- and off-line
  • Champion cross-functional teamwork and create an inclusive team environment that inspires a diversity of perspectives and bold ideas, ensuring a first to market approach:
  • Ensure all activity, content and creative output meets the Brand’s standard
  • Manage the briefing, planning, executing and distribution of plans, contents and work closely alongside with Creative Content team
  • Establish strong relationships cross-business units to ensure cohesive implementation and align strategically with all stakeholders
  • Develop seasonal/key calendars and campaign flighting, maintaining a communication flow across all global digital/traditional channels from website, newsletters, social media.
  • Coordinate across all departments from Merchandising, PR to E-commerce, Country Marketing, Performance Marketing and CRM to keep the 360 Marketing Communication
  • Plan up-to-date and aligned on upcoming campaigns, tactical campaigns and special projects
  • Translate brand full funnel media plan to optimize channel efficiency, traffic and conversion tactics based on brand, corresponding audience/customer, channel and campaign strategies
  • Lead daily integrated marketing cross functional scrum and related stand-up activity to identify and prioritize planning & execution agenda
  • Execute Offline brand engagement strategies such as pop up store, retail partnership and collaboration
  • Contribute to audience strategy development and approaches
  • Partner in developing retention journeys and strategies
  • Meaure pilot/test effectiveness, quantify scaled opportunity and ensure that successful pilots are scaled quickly
  • Highlight opportunities or trends for continuous improvement aligning with global marketing strategy and business roadmap
  • Leverage regular reporting/tools to communicate performance, auctioning key findings and strategic optimizations
  • Communicate budget forecast, strategies and guardrails to stay within monetary parameters and identify when activities are off track
  • Bring innovative new thinking and ideas to help drive customer engagement and financial performance
  • Stay current in all touch points and marketing trends; continuing to educate wider teams on innovations and maintain digital leadership within the industry

Job Requirements

  • Bachelor’s Degree in Marketing, Business Analytics or related discipline
  • At least 10 years’ experience in digital marketing in Asia, US and Europe
  • Digital centre of excellence mindset and a creative strategist with a strong understanding of the fashion industry
  • Demonstrated strong team leadership with successful business partnering experience across cross-functional departments
  • Ability to manage multiple projects, campaigns and events in a fast-paced, deadline-driven environment as part of a small-medium sized team
  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
  • Proven ability to operate at the intersection of business and technology, delivering memorable customer experiences through multiple inter-connected digital channels
  • Strong track record in marketing communications, lead generation, PR and achieving ambitious sales target
  • Excellent track record of executing the full PR mix
  • Proven expertise in digital and Programmatic marketing (e.g. Analytics, SEO/SEM, Social Media and creative design)
  • Exceptional and outstanding analytical skills, both quantitative and qualitative. Strong experience interpreting test results & drawing conclusions
  • Demonstrated strong business acumen and decision-making skills, able to identify, prioritize and articulate highest impact initiatives in global markets
  • Ability to pull data from various resources and translated it into trends, action plans and reporting templates
  • Strong media contact and prior creative contents experience would be an added advantage
  • Able to identify appropriate IT systems or have contacts to work with
  • Business proficiency in written and spoken English

*We thank you for your application, and regret to inform you that only shortlisted candidates will be notified. Please allow us up to 3-4 weeks to process your application. All resumes will be kept strictly confidential.