Reports to: General Manager, Taiwan/Hong Kong/Macau

Team Scope: Leads a team of 10 or more across brand, product marketing, social/content, PR/communications and creative, and manages agency and project partners.

ROLE PURPOSE

• Own the brand strategy and demand creation agenda for Taiwan, Hong Kong and Macau, translating Paula’s Choice positioning—rooted in science, truth and consumer education—into sustainable brand equity and commercial growth.
• This role sets the multi-market brand strategy, portfolio priorities and integrated marketing agenda, balancing scale in Taiwan, omnichannel development in Hong Kong and strategic expansion in Macau.
• The role partners with Commercial and Global teams to grow revenue, profitability and consumer lifetime value.

KEY RESPONSIBILITIES AND ALLOCATION

• Brand Strategy and Market Portfolio

Set the TWHKMO brand positioning, annual strategy, architecture and market priorities. Allocate resources based on market maturity, consumer needs and competitive dynamics, with clear brand and commercial KPIs.

• Integrated Marketing and Demand Creation

Lead the annual marketing calendar and full-funnel campaigns across media, PR, influencers, social and content. Ensure consistency across DTC, marketplaces, retail and wholesale, and optimize return on investment.

• Portfolio and Launches

Manage the portfolio through consumer insight, category roles and financial potential. Lead launches, localized go-to-market plans and post-launch reviews while balancing global strategy with local needs.

• Consumer Insight and Brand Performance

Establish brand health, consumer insight and competitive intelligence disciplines. Integrate quantitative and qualitative evidence to identify growth opportunities and shape business decisions.

• Cross-functional and Regional Governance

Partner with the Commercial, Finance, Supply Chain, CS & Education and Global Brand teams. Establish decision rhythms, priorities and risk management to ensure execution.

• People and Organization Leadership

Lead a team of ten or more; define capability, talent and succession plans; and build a high-accountability, inclusive culture through coaching, empowerment and performance management.

MEASURES OF SUCCES

• Revenue and UOP/profit contribution, marketing ROI and budget delivery.

• Awareness, consideration, preference, share of search and quality engagement.

• Launch delivery, core portfolio growth, consumer recruitment and retention.

• Cross-channel brand consistency, on-time campaign delivery and stakeholder confidence.

• Team engagement, capability growth and succession readiness.

EXPERIENCE AND QUALIFICATIONS

• 15+ years of progressive experience in brand marketing, integrated marketing or related commercial leadership; beauty, skincare, consumer goods, retail or DTC experience preferred.

• 5+ years of formal people management experience, including leadership of a team of five or more and complex cross-functional or multi-market programs.

• Demonstrated success across brand strategy, consumer insight, portfolio management, launches, media, PR, social and omnichannel marketing.

• Strong commercial and financial acumen, with the ability to make P&L- and ROI-informed trade-offs and advise the GM and regional/global executives.

• Ability to set direction, make decisions and mobilize teams amid ambiguity, change and resource constraints.

• Fluent Mandarin and English, including executive-level presentations, negotiation and global collaboration.

COMPETENCY EXPECTATIONS

• Strategic Leadership: Connect a three-to-five-year market direction with annual execution, turning brand, channel and financial assumptions into measurable choices.
• Commercial Judgment: Recommend portfolio, priority and risk decisions that balance near-term performance with long-term brand equity.
• Enterprise Influence: Influence the GM, functional leaders, Global teams and external partners without relying on direct authority.
• Talent Leadership: Shape team structure and capability standards, develop leaders/high-potential talent and address complex performance issues.
• Change Leadership: Set direction with incomplete information, establish governance and communication rhythms, and lead the team through transformation.