Job Summary
The role is responsible for setting the strategic direction of Consumer Tire Marketing and driving business growth through marketing excellence. It requires a strong understanding of the overall business strategy and applying it to identify and capture market opportunities. The position leads the full cycle of integrated marketing—encompassing brand marketing, product communications, sales and promotional campaigns, product launch planning, retail and channel marketing support, digital and social engagement, PR and media relations, and customer experience programs—executed across ATL, BTL, and through-the-line initiatives.
Responsibilities
※Brand & Integrated Marketing
• Define and execute brand strategy in line with business priorities.
• Leverage market intelligence and consumer insights to identify trends, growth opportunities, and competitive advantages.
• Lead integrated marketing campaigns (ATL, BTL, TTL) across communications, PR, events, digital, and social media, ensuring measurable impact and ROI.
• Ensure brand consistency with global/regional guidelines while maximizing efficiency and synergies through budget accountability.
※Communications & Campaigns
• Design and deliver promotional campaigns, PR, events, and multi-channel marketing initiatives that reinforce brand positioning and business objectives.
• Develop creative concepts and communication materials aligned with company/regional brand standards.
• Track performance against KPIs, analyze ROI, and optimize marketing spend through impact analysis and scale opportunities.
※Digital Marketing
• Define and implement digital marketing strategies covering paid advertising, social media, SEM/SEO, and content planning, aligned with company/regional priorities.
• Drive digital engagement through consistent content, social media management, and competitor monitoring.
• Measure and report campaign performance, applying insights to continuously improve effectiveness and ROI.
※E-commerce
• Shape the e-commerce roadmap by assessing marketplace trends and B2B2C opportunities.
• Lead pilot projects to establish online presence and develop frameworks for operationalization and monetization.
• Define success metrics, test performance models, and build foundations for scalable growth in digital commerce.
※People Development
• Develop and upskill your team, ensuring each member is in a role that supports long-term stability and growth.
• Foster a performance-driven, inclusive, and respectful culture, recognizing high performers and supporting underperformers.
• Coach, mentor, and provide feedback to inspire continuous improvement and team cohesion.
Global/ Region/ Local Initiatives
• Represent the market in regional sales and marketing meetings and projects, providing input and support as required.
• Coordinate and collaborate with other market-based group companies to ensure alignment and shared objectives.
※Transversal Responsibility
• Ensure all business decisions and actions align with the Group’s Essence, principles, values, TRACE framework, and commitment to serving the community.
Requirements
• Bachelor’s or Master’s degree in Business, Marketing, Engineering, or related field.
• 5+ years of management experience in a global or matrix organization, preferably in automotive, consumer goods, or FMCG.
• Strong commercial and operational experience with strong budget management experience.
• Strategic thinker with critical thinking, commercial orientation, and ability to drive B2B, B2C, or B2B2C initiatives.
• Proven track record in leading cross-functional teams, managing stakeholders, and driving business results.
• Experience in marketing, digital channels, and familiarity with marketing automation tools is a plus.
• Strong leadership skills: talent development, coaching, team building, and performance management.
• Excellent communication, interpersonal, and influencing skills with executive presence.
• Able to work in a fast-paced, changing environment, managing multiple projects and complex business issues.
• High integrity, collaborative mindset, and passion for delivering results.
• Language proficiency: English and Mandarin required; additional languages an advantage.