Job Description

We are looking for a sales-driven and commercially minded Digital Marketing Category Team Lead to lead our Beauty category.

This role goes beyond managing social media or executing campaigns. You will take ownership of 2–3 beauty / skincare brands, from brand positioning and content strategy to monthly campaign planning and sales performance.

You will be responsible for turning brand strategy into measurable business growth, while leading a digital marketing team to execute effectively.

1. Brand Management & Strategy

• Manage and grow 2–3 brands within the Beauty / Skincare category.
• Develop clear brand positioning, target audience, key messaging and communication direction.
• Ensure each brand maintains a strong and consistent identity across digital channels.
• Identify market trends, consumer insights and competitor movements to continuously improve brand strategy.

2. Content Strategy

• Develop monthly brand content strategies based on business objectives and customer pain points.
• Plan content pillars, campaign angles, promotional messaging and creative directions.
• Work closely with content creators, designers and performance marketing teams to produce content that drives both engagement and conversion.
• Continuously identify new creative angles and content opportunities within the beauty and skincare market.

3. Monthly Campaign Planning

• Plan and execute monthly campaigns for assigned brands, including
• Product launch
• Monthly promotions
• Festive campaigns
• New customer acquisition campaigns
• Retention / repeat purchase campaigns
• Develop campaign mechanics, offers, messaging and marketing calendars.
• Review campaign performance and continuously optimise based on results.

4. Sales & Performance Ownership

• Take ownership of the monthly sales targets for assigned brands.
• Monitor key performance indicators including Revenue, ROAS, CPA/CAC, Conversion Rate, AOV and other relevant commercial metrics.
• Analyse sales and marketing data to identify performance gaps and growth opportunities.
• Work closely with the performance marketing team to improve campaign profitability and scalability.
• Be proactive in proposing new campaigns, offers or strategies when sales performance is below target.

5. Team Leadership

• Lead and manage a digital marketing team to achieve both brand and sales objectives.
• Set clear priorities, KPIs and monthly deliverables for team members.
• Review the quality and effectiveness of campaigns, content and marketing execution.
• Coach team members and improve the team's overall marketing and commercial capabilities.
• Coordinate across Creative, Performance Marketing and other relevant departments.

Job Requirements

• Minimum 3–5 years of hands-on Digital Marketing experience.
• At least 1–2 years of experience managing a marketing team.
• Strong experience in the Beauty, Skincare or Personal Care industry is required.
• Proven experience in brand management, brand positioning, content strategy and campaign planning.
• Strong commercial mindset and comfortable being accountable for sales targets and revenue performance.
• Highly data-driven and numbers-sensitive; able to analyse marketing and sales performance and translate data into actions.

Skills