Consumer Marketing Manager

Job Purpose:

The Consumer Marketing Manager is responsible for driving B2C marketing strategy and execution across Southeast Asia (SEA) and Greater China Region (GCR). This role drives cross-functional collaboration across product marketing, campaign development, brand partnerships, influencer (KOL) engagement, and budget oversight to support regional business objectives and deliver strong marketing ROI.

Key Responsibilities:

1. Product Marketing & Portfolio Management

• Drive the planning and execution of B2C product marketing initiatives across SEA and GCR.
• Collaborate with internal teams (PR, social media, digital, channel) and external partners to deliver cohesive, high-impact marketing campaigns.
• Oversee the localization and quality assurance of product marketing materials, ensuring cultural relevance across markets (e.g., Simplified Chinese, Traditional Chinese, Vietnamese).
• Lead the creative development and localization of campaign assets for digital, channel, and offline.

2. Marketing Campaign Development & Execution

• Plan, execute, and optimize regional and in-market campaigns focused on building brand awareness, generating leads, driving conversions, and supporting product adoption.
• Collaborate with digital and channel teams to manage the full campaign lifecycle—from strategy and agency/vendor management to contracting, budgeting, activation, and performance tracking.
• Identify and manage brand partnership opportunities to enhance campaign reach, engagement, and value across relevant platforms and channels.

3. KOL & Influencer Management

• Identify, onboard, and manage KOL and influencer partnerships through agencies or direct collaboration.
• Oversee content creation and ensure influencer output aligns with brand messaging, tone, and regional campaign goals.
• Coordinate KOL campaigns across multiple markets and evaluate performance against campaign KPIs and engagement benchmarks.

4. Budget, Reporting & ROI Management

• Manage regional marketing budgets and finance processes, ensuring efficient spend, timely accruals, and adherence to internal policies.
• Track and report on campaign performance, measuring impact against key business and marketing KPIs.

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• Minimum 5 years of experience in regional B2C marketing, ideally within the technology or cybersecurity sectors.
• Strong background in campaign management, product marketing, localization, and budget oversight.
• Experience managing agency relationships, influencer partnerships, and cross-market initiatives.
• Proficient in digital marketing tools, metrics analysis, and performance reporting.
• Excellent communication, project management, and cross-functional collaboration skills.
• Fluent in English; additional fluency in Mandarin or other regional languages is an advantage