Head of Marketing (SEA)

• Develop and execute brand strategy across the full product portfolio, spanning international sports brand distribution, footwear, and performance athleisure

• Define and maintain brand architecture, positioning, and visual identity systems across multiple brands and sub-brands

• Establish and enforce brand guidelines ensuring consistency across all markets and touchpoints

• Lead go-to-market planning and execution for all new product lines and seasonal launches

• Develop product positioning, messaging, and storytelling for each product category

• Create and manage the seasonal marketing calendar aligned with product development timelines

• Develop trade marketing materials including dealer catalogues, product guides, lookbooks, and sales collateral

• Plan and execute trade shows, dealer events, and distributor-facing marketing activities

• Support the sales team with marketing tools, materials, and campaigns for retail and distribution partners

• Manage communications around product launches, brand announcements, and company milestones

• Coordinate with product development teams to ensure marketing input is reflected in product planning

• Develop market-specific marketing plans across Southeast Asia, adapting brand strategy to local market dynamics

• Plan and execute regional brand activations including sports event sponsorships, athlete-driven activations, tournaments, and grassroots sports community engagement

• Build and manage relationships with event organisers, sports federations, national sporting bodies, and venue partners across markets

• Manage and coordinate marketing activities across multiple countries simultaneously

• Travel regularly across the region to oversee activations and partnerships on the ground

• Own the digital marketing strategy including social media, paid media, SEO/SEM, and content marketing

• Oversee content production across all formats including video, photography, editorial, and social media

• Manage the company’s digital presence including website, social media channels, and online marketplaces

• Develop and own the influencer and sports marketing strategy across all markets

• Identify, negotiate, and manage professional athlete, sports personality, and celebrity partnerships at a senior level

• Manage talent and influencer contracts, deliverables, and performance tracking

• Explore and develop co-branding, licensing, and strategic partnership opportunities with sports organisations, events, and complementary brands

• Own the full marketing budget including planning, allocation, and ROI tracking across all channels and markets

• Set KPIs across all marketing channels and report on performance to senior leadership

• Manage external agency relationships where required, with a clear preference for building in-house capability and direct execution

• Build and lead the marketing team from the ground up, defining the team structure and hiring plan

• Hire, develop, and manage direct reports across creative, content, digital, and communications functions

• Set creative standards and quality benchmarks for all marketing output

• 10+ years of progressive marketing experience, ideally with globally recognised FMCG, consumer goods, sportswear, lifestyle, fashion, or retail brands

• Demonstrated track record of building or significantly growing a consumer brand, not just managing or maintaining an established one

• Regional experience across Southeast Asia — has planned and executed marketing across multiple countries, not just a single market

• Hands-on executor who is comfortable producing work directly and not dependent on external agencies for day-to-day output

• Experienced in managing agencies selectively and strategically when needed, but fully capable of operating without them

• Proven experience negotiating and managing sports sponsorship deals, athlete endorsements, and high-value commercial partnerships

• Strong creative judgment with the ability to set and maintain a high visual and creative standard across all output

• Demonstrated experience owning and managing marketing budgets and delivering measurable commercial outcomes

• Experience building, hiring, and leading a marketing team

• Fluent in English, Mandarin, and Bahasa Malaysia/Indonesia

• Willingness to travel regularly across Southeast Asia

• Based in Kuala Lumpur

• Experience in sporting goods, sportswear, or performance apparel categories

• Existing relationships with professional athletes, influencers, or sports organisations in Southeast Asia

• Experience managing marketing for both consumer (B2C) and trade (B2B) channels

• Understanding of product development cycles and experience working closely with product teams to align marketing and product strategy

• Experience with brand launches or market entry in new territories

• Familiarity with the Southeast Asian sporting goods and athleisure market landscape

• Competitive salary commensurate with experience

• Full autonomy over the marketing function

• The opportunity to build a marketing team and brand strategy from scratch within a commercially successful, established business

• A fast-moving, entrepreneurial environment with real decision-making authority and minimal bureaucracy

• Exposure to a diverse portfolio spanning international sports brand distribution, footwear manufacturing, and proprietary brand development

• Regional scope with regular travel across Southeast Asia

Sunrise & Co