Head of Digital Marketing--Global Beauty Brand

Digital Strategy & Leadership

• Develop and execute the overall digital marketing strategy aligned with brand and commercial objectives.
• Lead annual digital planning, budget allocation, and performance forecasting.
• Drive full-funnel marketing initiatives that balance brand equity building and sales conversion.
• Identify emerging digital trends, platforms, technologies, and consumer behaviors to maintain competitive advantage.
• Act as a strategic advisor to senior leadership on digital transformation and consumer engagement opportunities.

Performance Marketing

• Own customer acquisition and digital traffic growth across key channels:
  • Paid Social (TikTok, Xiaohongshu, WeChat)
  • Display & Programmatic
  • Affiliate Marketing
  • Video & Connected TV
• Optimize media efficiency through performance metrics including:
  • ROAS
  • CAC
  • Conversion Rate
  • Customer Lifetime Value
  • Incrementality
• Partner with agency teams to maximize campaign effectiveness and ROI.

Social Media & Influencer Marketing

• Lead social media strategy across relevant platforms.
• Build integrated influencer, KOL, KOC and creator programs.
• Drive community engagement and advocacy initiatives.
• Ensure social content aligns with brand positioning and consumer insights.
• Monitor trends and leverage cultural moments to increase brand relevance.

CRM & Consumer Lifecycle Management

• Own CRM strategy and customer journey programs.
• Develop segmentation, loyalty, personalization and retention initiatives.
• Drivelifecycle marketing through:
  • Email
  • SMS
  • WeChat CRM
  • Marketing automation
• Increase customer engagement, repeat purchase rates and customer lifetime value.

E-commerce & Social Commerce Support

• Partner with E-commerce teams to drive online revenue growth.
• Develop digital campaigns supporting:
  • Brand.com
  • Marketplace platforms
  • Social commerce channels
• Optimize traffic, conversion and sales performance through data-driven initiatives.
• Collaborate with merchandising and commercial teams on key promotional events and product launches.