Head of Integrated Marketing Campaigns (IMC) - Southeast Asia (Singapore, E-commerce)

Responsibilities

About our team
Our SEA Integrated Marketing & Communication team is a dynamic group of creative minds, strategists, and marketing enthusiasts who are passionate about redefining the way people shop online. As a pivotal part of E-commerce Business, we work tirelessly to showcase the innovative potential of our platform, bridging the gap between users and their favorite contents & products. The team's core responsibility is to craft and execute integrated marketing and communications & campaign strategies that resonate with our diverse audience across SEA. We build brand awareness, drive user engagement, and enhance the overall shopping experience.

Responsibilities:
1. Regional Campaign Strategy & Direction
- Define the regional campaign vision, strategy, and governance for major TikTok Shop SEA campaigns (e.g. Mega Sale Days, Category Months, Strategic Business Pushes), with execution owned by local market teams.
- Translate regional and country-level business priorities (GMV, category growth, merchant activation, creator adoption) into clear campaign objectives, themes, and value propositions that scale across markets.
- Define campaign scope, success metrics, operating principles, and prioritization guidelines for country teams.
2. Regional Alignment & Decision-Making
- Act as the regional alignment and decision authority, coordinating across:
- Category & Commercial teams
- Merchant Acquisition & Ops
- Creator / Affiliate teams
- Marketing channels (in-app, CRM, paid, social, creator)
- Product, Ops, and Regional stakeholders
- Ensure alignment on priorities, messaging, success metrics, and execution standards, while avoiding direct execution ownership.
- Make regional trade-off decisions to protect overall SEA outcomes.
3. Channel Strategy & Frameworks (Non-Executional)
- Set regional channel strategy, integration frameworks, and best practices across all relevant touchpoints:
- In-app traffic and placements
- Creator and live commerce activations
- Affiliate and KOL programs
- Merchant enablement and toolkits
- Ensure a consistent narrative, user journey, and measurement logic across channels, with optimization led by country teams.
4. Performance Governance & Insights
- Define regional, business-linked KPIs and success definitions (e.g. GMV uplift, participation rate, traffic mix, creator contribution, conversion).
- Review performance with country teams, surface risks and opportunities, and guide strategic pivots at a regional level.
- Lead structured post-mortems, extracting insights and translating them into actionable improvements for future campaigns.
5. Regional Leadership & Capability Building
- Lead, coach, and develop the SEA IMC leadership team, with direct management of country IMC Leads and accountability for campaign direction, quality, and consistency across all SEA markets.
- Build strong regional campaign playbooks, operating rhythms, and governance mechanisms that raise execution quality, speed, and consistency across markets.
- Foster a culture of high standards, speed, and accountability.
6. Regional Stakeholder Leadership
- Partner closely with Regional Leadership, Country Managers, and Functional Heads to balance regional consistency with local market flexibility.
- Provide clear upward communication on campaign performance, risks, and strategic recommendations.

Success Metrics
- Consistent GMV uplift and campaign contribution across SEA markets
- Adoption of regional IMC frameworks and playbooks by all countries
- Improved campaign ROI / efficiency metrics at regional level
- Clear differentiation and maturity of country campaign execution quality
- Strength and stability of SEA IMC leadership bench

Qualifications

Minimum Qualifications
- 4+ years of total relevant experience in platform, e-commerce, or consumer internet businesses operating at regional or multi-country scale.
- 4+ years owning regional or SEA-level campaign strategy, covering at least 6 SEA markets as a regional leder.