Head of Marketing – Indonesia

The Head of Marketing – Indonesia will be responsible for driving consumer equity, revenue growth & market expansion across all channels including e-commerce, marketplaces, offline retail (GT & MT), and partnerships. This role combines strategic leadership and hands-on execution, with shared P&L ownership with the head of commercial. 

The successful candidate will head a team whose structure includes the following:

1. Brand management team: Responsible for communications, campaign deployment, partnerships, KOL activation etc
2. Affiliate management team: Responsible for identification & deployment of affiliate campaigns across online channels
3. Performance marketing team: Responsible for PM strategies and operations including GMV Max, participation in platform campaigns, search advertising etc. 
4. Livestream management team: Responsible for livestream assets, including both company and agency partners 

The Head of Marketing will work closely with the following departments

1. Commercial Team: Key contact will be the Chief Commercial Officer. This team is responsible for distribution expansion, new product listing including online, discount strategies, trade marketing support (including visibility and display). In the online context, this team also initiates bundling and basic product discounting strategies to ensure higher AOV and revenue growth
2. Product Development Team: Works on new product development across SEA region and drives the right formulations, functionality and bringing the entire package to a commercial scale. 
3. Finance Team: Self explanatory. 
4. Other key stakeholders will include the founder, global HR. 

1. Consumer Led Equity Growth by owning the consumer journey across the funnel
2. Brand playbook evolution which includes the right STP (segmentation, targeting, positioning) to drive salience, meaning and distinctiveness for the brand
3. Portfolio marketing strategy including clarity on where to drive penetration, repeat and or AOV
4. Developing impactful and compelling comms including establish the right comms hierarchy ( Benefit- Function- RTB)

1. Demand Generation
2. Creation, deployment & evolution of full funnel marketing strategies & execution leading to brand equity & revenue growth. These include 
3. Media strategy including ATL media, KOL and Partnership deployment
4. Strategy & execution driving awareness and consideration through best in class affiliate management (including accountability for commission structure)
5. Live streaming strategy and execution
6. Performance marketing initiatives including GMV Max
7. Forecasting & demand planning management in conjunction with commercial teams

    3. Channel Strategy

1. Own pricing strategy across various channels to ensure fit with occasions and minimizing channel conflict
2. Work closely with commercial teams to optimize channel mix (revenue-profit continuum)
3. Support best in class display and visibility by supporting commercial teams with the right USP's, content, images, POSM etc.

   4. Market Expansion

1. Identify new growth opportunities including category expansion in support of global product development team
2. Fast scale up of NPD's through the right consumer campaign planning & execution

   5. Team Management

1. Build, lead, and develop a high-performing commercial team
2. Foster a performance-driven, data-led culture

Key Outcomes 

1. Key financial metrics including revenue, CM 1 (Gross Margin), CM 3 (post A&P)
2. Consumer metrics including new consumers & repeat consumers (on key ecommerce platforms) as well as sell out in offline (where tracked. This is shared with trade marketing)
3. CAC overall and specifically ROAS & Affiliate commissions. 
4. Pipeline management including overall stock holding inventory (shared with commercial)

• 6-8+ years in commercial, sales, or e-commerce leadership roles
• Strong experience in Indonesia market (mandatory)
• Proven track record in:
• Marketplace-led growth (Shopee / Tokopedia highly preferred)
• FMCG, beauty, baby, or consumer health
• Experience managing multi-channel distribution would be a bonus
• Strong commercial acumen with P&L ownership
• Leadership experience managing cross-functional teams
• Data-driven and execution-focused

• Experience in D2C or digitally native brands
• Background in mother & baby / personal care / wellness
• Experience scaling brands from growth to maturity