Brand & Creative Lead
The Role
We are seeking a highly driven and culturally attuned Brand & Creative Lead to lead the global brand and marketing efforts of an emerging consumer brand from Southeast Asia.
This role sits at the intersection of brand strategy, creative direction, community building, partnerships, and growth. Working directly with the CEO, this person will define how the brand shows up across every consumer touchpoint — from social media and PR to retail launches, creator collaborations, and performance-driven campaigns.
The ideal candidate combines strong creative instincts with commercial thinking and is excited by the opportunity to help build a global consumer brand from the ground up.
Key Responsibilities
Brand Strategy & Positioning
- Lead the development and evolution of the brand’s global positioning and strategy.
- Refine messaging, tone of voice, and brand identity across different markets.
- Ensure brand consistency across digital channels, retail, packaging, and communications.
- Translate business priorities into compelling consumer-facing campaigns.
Content & Social Media
- Develop and oversee the global content strategy across key platforms.
- Lead social media planning, execution, and performance tracking.
- Direct creative production, including photo shoots, video content, and campaign assets.
- Build scalable systems for content creation, testing, and optimization.
Community & Partnerships
- Grow and engage the brand’s consumer community.
- Build partnerships with creators, ambassadors, influencers, and cultural partners.
- Support founder-led storytelling and thought leadership initiatives.
- Identify culturally relevant collaborations and partnership opportunities.
PR & Launches
- Lead earned media and PR initiatives across key markets.
- Support major retail launches, product campaigns, and go-to-market activities.
- Build and manage relationships with media, agencies, and brand partners.
- Coordinate launch strategies with sales and commercial teams.
Growth Marketing & Performance
- Lead consumer growth initiatives across paid, owned, and earned channels.
- Manage and optimize paid media campaigns across Meta, TikTok, Google, and emerging platforms.
- Partner with agencies and creators to develop high-performing performance creatives.
- Support customer acquisition, retention, and conversion strategies across e-commerce and retail campaigns.
- Track and analyze key metrics including CAC, ROAS, engagement, conversion, and retention.
- Develop testing frameworks for creatives, messaging, audiences, and landing pages.
- Oversee CRM and lifecycle marketing initiatives, including email and SMS.
Team & Vendor Management
- Manage external agencies, freelancers, creators, and creative partners.
- Help build the future internal marketing and creative team as the brand scales.
Who You Are
- 6–12+ years of experience across brand marketing, consumer growth, category strategy, or related fields.
- Experience in FMCG, food & beverage, wellness, or consumer packaged goods is strongly preferred.
- Ideally brings experience from established consumer companies, with exposure to high-growth or entrepreneurial environments.
- Understands both the strategic rigor of large organizations and the agility required in startups.
- Strong commercial understanding of retail, distribution, e-commerce, and consumer behavior.
- Excellent creative judgment, storytelling ability, and brand sensibility.
- Comfortable operating hands-on in a lean, fast-moving environment.
- Experience managing creator, ambassador, or influencer campaigns.
- International or multi-market experience is a strong plus.
- Experience scaling consumer brands through rapid growth phases is highly valued.
What We’re Looking For
We are looking for someone who is
- Entrepreneurial, resourceful, and highly ownership-driven.
- Strategic in thinking but hands-on in execution.
- Deeply passionate about consumer brands, culture, and storytelling.
- Comfortable working in a fast-moving startup environment.
- Excited to help build a globally recognized consumer brand from the ground up.
Compensation
Competitive salary, performance incentives, and equity participation may be offered based on experience.
