Job Description

Product Marketing Lead — Summary

The Product Marketing Lead is responsible for turning products into meaningful customer experiences — not just selling items, but creating emotional connection, clear understanding, and consistent storytelling across all touchpoints.

Core Responsibilities

• Define product personality, story, emotional angle, and target audience
• Develop clear product positioning, messaging, and key selling points
• Align products with campaigns, branding, visuals, and storytelling
• Work closely with Product, Narrative, Graphic, Campaign, Retail, and Customer Experience teams
• Ensure consistent product communication across:
  
• Shopee
• TikTok
• Instagram
• Website
• Retail stores

Customer Experience Focus

Responsible for improving customer experience:

• Before purchase → product clarity & interest
• During purchase → confidence & easy decision-making
• After purchase → added value such as:
  
• care tips
• styling ideas
• educational content
• QR guides
• product stories

Cross-Department Alignment

Ensure all departments deliver the same product message and brand tone consistently:

• Marketing
• Social Media
• Graphic Team
• Retail Staff
• Customer Service

Key Deliverables

• Product storytelling & campaign integration
• Product briefing system for internal teams
• Retail product explanation scripts
• Product education system
• Visual merchandising collaboration
• Product experience consistency online & offline

KPI / Success Measurement

• Product story quality & emotional connection
• Message clarity across platforms
• Customer experience value creation
• Campaign alignment
• Conversion & sales impact improvement

Overall Role Objective

To ensure every product has:

• Meaning
• Clear positioning
• Strong storytelling
• Consistent delivery
• Better customer connection and buying experience

This role acts as the owner of the product experience, ensuring customers understand, connect with, and value the product throughout their journey.

Job Requirements

 Education & Experience

• Diploma / Bachelor’s Degree in Marketing, Branding, Mass Communication, Business, Creative Media, or related field
• Minimum 2–4 years experience in:
  
• Product Marketing
• Brand Marketing
• Campaign Strategy
• E-commerce / Retail Marketing
• Creative or Narrative Marketing
• Experience in fashion, footwear, handbag, beauty, or lifestyle industry is an advantage

Knowledge & Understanding

• Strong understanding of:
  
• consumer behavior
• emotional marketing
• storytelling strategy
• branding & campaign alignment
• Understand how different platforms require different communication styles:
  
• TikTok
• Shopee
• Instagram
• Website
• Retail environment
• Able to transform product features into relatable customer experiences

Required Skills

Strategic & Creative Skills

• Strong storytelling and narrative thinking
• Product positioning & campaign planning
• Creative direction understanding
• Customer experience thinking
• Ability to identify product USP and emotional value

Communication Skills

• Excellent written and verbal communication in English & Bahasa Malaysia
• Able to simplify product explanations into customer-friendly messaging
• Good presentation and briefing skills for internal teams

Coordination & Leadership

• Able to work cross-department with:
  
• Graphic team
• Marketing team
• Retail team
• Customer service
• Campaign team
• Strong project coordination and follow-up skills
• Able to ensure consistency across all touchpoints

Analytical Skills

• Monitor product performance and customer response
• Understand conversion, engagement, and campaign effectiveness
• Able to improve messaging based on customer feedback and sales performance

Personal Characteristics

• Creative but structured thinker
• Strong sense of branding and aesthetics
• Detail-oriented and customer-focused
• Proactive and independent
• Strong ownership mentality
• Passionate about building meaningful customer experiences
• Able to think beyond “just selling products”

Skills