GLOBAL MARKETING MANAGER

Department: Global Expansion / Marketing

Reports to: Head of Marketing

Location: 568 Luy Ban Bich, Tan Phu Ward, Ho Chi Minh City

• Build the overall U.S. marketing strategy across pre-launch, launch, post-launch, and growth phases.
• Translate business objectives into clear marketing goals across the funnel: awareness, traffic, consideration, conversion, repeat, and store-visit intent.
• Lead and manage 360° launch plans for each store opening, campaign, and key retail moment.
• Own the master marketing calendar across paid media, content, creators/KOLs/KOCs, affiliate, CRM, livestream, events, in-store activation, and brand collaboration.
• Work closely with Digital, Content, Commercial, E-commerce, CRM, Store Operations, VM, and Merchandising to ensure marketing is aligned with inventory, pricing, promotions, store readiness, and execution reality.
• Partner with brand principals and commercial teams to build co-marketing plans, hero-SKU campaigns, launch activations, sampling programs, and joint-growth initiatives.
• Manage overall marketing budget allocation and prioritization based on business impact.
• Lead weekly campaign and business reviews to evaluate performance, identify issues, and drive action plans.
• Build and standardize launch playbooks that can be replicated across future stores and markets.
• Ensure all marketing execution runs as one coordinated growth engine rather than disconnected channel activity.

• 6+ years of experience in Marketing, preferably in retail, beauty, consumer, e-commerce, or omnichannel environments.
• Proven experience leading integrated marketing strategy rather than managing only one channel.
• Able to move between high-level planning and detailed execution follow-through.
• Strong understanding of full-funnel marketing, O2O/omnichannel growth, retail calendars, market entry, and launch orchestration.
• Strong business judgment and prioritization skills; able to focus on what drives real growth.
• Excellent stakeholder management, planning, coordination, and communication skills.
• Professional working proficiency in English.  

Preferred Background

• Experience launching a new market, new store network, or omnichannel retail business.
• Background in beauty retail, pharmacy retail, lifestyle retail, or marketplace ecosystems.
• Experience working with agencies, distributors, brand principals, creator networks, or external partners.
• Strong systems thinking and playbook-building mindset.