Head of Marketing (SEA)

About the Role

We are a leading sporting goods company with a portfolio that includes exclusive regional distribution of a major international sports brand, proprietary footwear manufacturing, and an emerging performance athleisure brand. With operations across Southeast Asia, South Asia, and China, we are seeking a Head of Marketing to take full ownership of our marketing function and build it from the ground up.

This is a senior leadership role with full accountability for brand strategy, regional marketing execution, and commercial growth across all business lines. You will be responsible for assembling and leading your own team, defining the strategy, and delivering results across multiple markets.

This role is suited for someone who thrives in a fast-paced, entrepreneurial environment. You must be equally comfortable setting long-term brand strategy and rolling up your sleeves to execute in the short term.

Responsibilities

Brand Strategy & Management

•      Develop and execute brand strategy across the full product portfolio, spanning international sports brand distribution, footwear, and performance athleisure

•      Define and maintain brand architecture, positioning, and visual identity systems across multiple brands and sub-brands

•      Establish and enforce brand guidelines ensuring consistency across all markets and touchpoints

Product Marketing & Go-to-Market

•      Lead go-to-market planning and execution for all new product lines and seasonal launches

•      Develop product positioning, messaging, and storytelling for each product category

•      Create and manage the seasonal marketing calendar aligned with product development timelines

•      Develop trade marketing materials including dealer catalogues, product guides, lookbooks, and sales collateral

•      Plan and execute trade shows, dealer events, and distributor-facing marketing activities

•      Support the sales team with marketing tools, materials, and campaigns for retail and distribution partners

•      Manage communications around product launches, brand announcements, and company milestones

•      Coordinate with product development teams to ensure marketing input is reflected in product planning

Regional Marketing & Activations

•      Develop market-specific marketing plans across Southeast Asia, adapting brand strategy to local market dynamics

•      Plan and execute regional brand activations including sports event sponsorships, athlete-driven activations, tournaments, and grassroots sports community engagement

•      Build and manage relationships with event organisers, sports federations, national sporting bodies, and venue partners across markets

•      Manage and coordinate marketing activities across multiple countries simultaneously

•      Travel regularly across the region to oversee activations and partnerships on the ground

Digital Marketing & Content

•      Own the digital marketing strategy including social media, paid media, SEO/SEM, and content marketing

•      Oversee content production across all formats including video, photography, editorial, and social media

•      Manage the company’s digital presence including website, social media channels, and online marketplaces

Influencer, Partnerships & Sports Marketing

•      Develop and own the influencer and sports marketing strategy across all markets

•      Identify, negotiate, and manage professional athlete, sports personality, and celebrity partnerships at a senior level

•      Manage talent and influencer contracts, deliverables, and performance tracking

•      Explore and develop co-branding, licensing, and strategic partnership opportunities with sports organisations, events, and complementary brands

Budget & Performance

•      Own the full marketing budget including planning, allocation, and ROI tracking across all channels and markets

•      Set KPIs across all marketing channels and report on performance to senior leadership

•      Manage external agency relationships where required, with a clear preference for building in-house capability and direct execution

Team Leadership

•      Build and lead the marketing team from the ground up, defining the team structure and hiring plan

•      Hire, develop, and manage direct reports across creative, content, digital, and communications functions

•      Set creative standards and quality benchmarks for all marketing output

Requirements

•      10+ years of progressive marketing experience, ideally with globally recognised FMCG, consumer goods, sportswear, lifestyle, fashion, or retail brands

•      Demonstrated track record of building or significantly growing a consumer brand, not just managing or maintaining an established one

•      Regional experience across Southeast Asia — has planned and executed marketing across multiple countries, not just a single market

•      Hands-on executor who is comfortable producing work directly and not dependent on external agencies for day-to-day output

•      Experienced in managing agencies selectively and strategically when needed, but fully capable of operating without them

•      Proven experience negotiating and managing sports sponsorship deals, athlete endorsements, and high-value commercial partnerships

•      Strong creative judgment with the ability to set and maintain a high visual and creative standard across all output

•      Demonstrated experience owning and managing marketing budgets and delivering measurable commercial outcomes

•      Experience building, hiring, and leading a marketing team

•      Fluent in English, Mandarin, and Bahasa Malaysia/Indonesia

•      Willingness to travel regularly across Southeast Asia

Preferred

•      Experience in sporting goods, sportswear, or performance apparel categories

•      Existing relationships with professional athletes, influencers, or sports organisations in Southeast Asia

•      Experience managing marketing for both consumer (B2C) and trade (B2B) channels

•      Understanding of product development cycles and experience working closely with product teams to align marketing and product strategy

•      Experience with brand launches or market entry in new territories

•      Familiarity with the Southeast Asian sporting goods and athleisure market landscape

What We Offer

•      Competitive salary commensurate with experience

•      The opportunity to build a marketing team and brand strategy from scratch within a commercially successful, established business

•      A fast-moving, entrepreneurial environment with real decision-making authority and minimal bureaucracy

•      Exposure to a diverse portfolio spanning international sports brand distribution, footwear manufacturing, and proprietary brand development

•      Regional scope with regular travel across Southeast Asia