About Markato

Markato is one of the fastest-growing distribution and brand marketing companies in Asia, serving as the exclusive distributor for trending brands such as WELLAGE, ILSO, LILYEVE, BB LAB, and more. We are driven to be a tech-led disruptor in the FMCG industry, dedicated to introducing a new generation of innovative brands to consumers across Asia. Operating in a fast-paced, high-growth startup environment, Markato is backed by Lightspeed, a leading global VC.

Job Summary

The Marketing Lead is both the creative engine behind our brands’ success and the architect of our future marketing operations. Working in close partnership with the Brand and Channel Growth Team (who own the annual phasing and commercial P&L), you will co-create overarching brand positioning strategies and translate commercial targets into compelling, multi-channel campaigns.

Crucially, you have a unique dual mandate: alongside driving immediate retail sales, you are responsible for building Markato's capabilities by recruiting, training, and leading an AI-native marketing team. You do not need to be a technical AI expert — we are looking for a resourceful leader with the passion to learn, innovate, and redefine how FMCG marketing is done.

Key Responsibilities

• Brand Strategy & Positioning: Act as the subject matter expert to co-create localized brand identities, core messaging, and positioning strategies that resonate deeply with the target market and differentiate our brands on crowded retail shelves.

• Detailed Campaign Design: Take established commercial targets, annual phasing plans, and budgets from the Channel team and translate them into comprehensive 360-degree campaign strategies, defining the visual identity, communications strategy, and media mix.

• Building the AI-Native Operating Model: Redefine traditional marketing workflows by embedding AI tools into the daily operations of the team. Automate repetitive tasks and scale creative output without compromising brand quality.

• Team Building & Leadership: Hire, mentor, and lead a modern, agile marketing team. Cultivate a culture of continuous learning where AI literacy is prioritized, upskilling your team to become innovative and AI-enabled marketers.

• AI-Enabled Execution: Oversee the end-to-end execution of all campaign pillars (Digital, PR, KOLs, Social, Trade Marketing, OOH, Events). Leverage AI uses cases to enhance the quality and productivity of execution, such as prototyping ad creatives, creating social content briefs, and managing performance marketing.

• Budget Allocation & Optimization: Strategically distribute the designated campaign budget to maximize ROI and achieve specific scan sales targets, utilizing data and analytics to optimize spend in real time.

• Cross-Functional Collaboration: Work in lock-step with the Brand and Channel Growth Team and retail partners to ensure top-of-funnel marketing activities directly support bottom-of-funnel conversion and align with sales objectives.

Requirements

• A Bachelor's degree is required, preferably in Marketing, Communications, Business Administration, or a closely related field.

• A minimum of 5-8 years of demonstrated experience in brand marketing or campaign management, with at least 1-2 years of experience successfully building and leading a team.

• A strong passion for and practical experience with Artificial Intelligence: You actively use Generative AI tools to enhance productivity and creativity, and you have a vision for how AI can disrupt traditional FMCG marketing workflows.

• Prior experience within the Fast-Moving Consumer Goods (FMCG) and Beauty/Retail sectors is a significant advantage.

• A deep understanding of Asian Beauty trends (Korean, Japanese, and Chinese beauty brands) and the local Hong Kong media/influencer landscape.

• Exceptional creative and strategic thinking skills, with the ability to turn abstract brand concepts into concrete, sales-driving campaigns.

• Highly organized, demonstrating excellent time management capabilities to handle multiple overlapping campaigns and tight deadlines effectively.

• Fluency in English, Cantonese, and Mandarin is required.

• Energetic, highly collaborative, and comfortable thriving in a fast-paced, high-growth startup environment where adaptability is key.