Head of Marketing

About the role

We are looking for a Head of Marketing to own the marketing function end to end: strategy, brand, team, budget and results.

Here is the honest context: Our founding team brings deep strength in commercial strategy, operations and franchising. You will be the most senior marketing voice in the company: no layers between you and the founders, and full authority to build the function the way you believe it should run.

You will inherit a capable team: a campaign strategist, a senior campaign and rebrand lead, a creative lead with a designer, a marketing coordinator, an outlets and events specialist, and CRM/analytics support. Your job is to lead them, develop them, keep them, and turn their work into market share.

KEY RESPONSIBILITIES

Marketing Strategy & Annual Planning

• Own the marketing strategy for multi-brands: annual plan, campaign calendar, channel mix, and budget allocation.

• Work with the team to develop the 12-month brand and campaign roadmap with proper lead times, working with R&D on the product pipeline.

• Define what PlayMade stands for in the market and how we win against well-funded competitors.

Brand Stewardship & Rebrand

• Lead our brand refresh journey: positioning, visual identity governance, and how the new brand rolls out across every touchpoint.

• Own brand health: awareness, consideration, and share of voice against category competitors.

• Oversee Public Relations strategy and agency relationships.

Team Leadership & Organisation Building

• Lead, develop and retain a marketing team of 6 to 8 across strategy, campaigns, creative, coordination, outlets and analytics.

• Design the team structure as we scale, with hiring authority for your function.

• Build the operating rhythm: planning cycles, standups, reviews, and 1-on-1s.

• Develop your people deliberately: this team has talent that needs a leader who grows it.

Campaign Delivery & Execution Management

• Own end-to-end delivery of marketing campaigns across multi-brands: work allocation, timelines, quality, and post-campaign accountability.

• Run the campaign calendar so every launch gets proper lead time, from merchandise production to key visuals to content.

• Be a player-coach at our scale: comfortable getting hands-on when it matters, while building a team that does not depend on you for everything.

Performance, Budget & Reporting

• Own the full marketing budget with P&L-level accountability for marketing’s contribution to revenue.

• Track campaign ROI, channel performance, CRM metrics and brand health, and present a monthly marketing review to the founders.

• Build a culture where every campaign is measured, every learning is documented, and decisions follow the data.

CRM & Retention

• Co-shape the lifecycle marketing strategy for our 100,000+ member app: retention, frequency, credit-loading mechanics and segmentation, planned and executed with our in-house Digital and CRM specialists.

Partnerships & Commercial

• Own Tier 1 commercial partnerships: delivery platforms, payment merchants, and long-term brand collaborations.

• Identify and develop partnership opportunities that expand reach and drive revenue.

International & Franchise Marketing

• Own marketing support for our overseas franchise partners: brand toolkits, campaign guidance, and local-market adaptation frameworks across Korea and pipeline markets.

• Build the franchise marketing playbook that lets our brand travel.

REQUIREMENTS

• 8 to 12 years of marketing experience, including at least 3 years leading a marketing team of 5 or more.

• Experience as the most senior marketing leader in an organisation (Head of Marketing, Senior Marketing Manager reporting to founders/GM), or demonstrable readiness to step into that seat.

• F&B, FMCG, consumer retail or lifestyle brand background. Multi-outlet retail experience strongly preferred.

• A track record of building and retaining teams.

• Proven campaign and launch delivery at pace, with results you can show in numbers.

• Strategic depth and hands-on range: you can set a 12-month brand strategy and also sharpen a campaign brief the same afternoon.

• Working fluency across digital marketing (social, paid media, CRM/EDM, influencer). You direct specialists confidently even where you are not the deepest expert.

• Data-driven decision making: budgets, ROI, and brand metrics are your natural language.

• Founder-ready: you communicate directly, manage upward with clarity, and thrive with autonomy rather than needing direction.

• Bonus: rebrand leadership experience, franchise/regional marketing, or loyalty programme ownership.