Overview Main Purpose of the role Lead Youth Platform Brands and Develop E2E plan to drive sustainable growth among Youth Cohort with Digital-First approach and build Digital Capabilities for THF Marketing team Maximize & strengthen marketing campaigns -- building brand equity to ultimately drive incremental penetration and market shares Managing efficient and effective in executing marketing campaigns is very critical to build iconic brands and achieving perfect media (efficient and data-driven media targeting) Ensure brands are always the 1st and the pioneer in digital-innovation-lead campaigns, delivering more personalized content (Personalization @ Scale), and ensuring end-to-end full-funnel execution (from awareness to conversion) Develop strategic & sustainable Ecommerce Channels growth roadmaps, as well as test and learn with new channels like social commerce (TikTok Shop, Livestreaming and KOL Affiliate programs) Deliver incremental online growth/shares, incremental brand equity scores/brand power, 1P data acquisition + media savings via optimization and look-a-like targeting, A&M efficiency for both Thailand and Vietnam Responsibilities Lead Digital Strategy Define and lead the digital marketing communication and content strategy across all consumer touchpoints, ensuring alignment with the overall brand strategy to significantly enhance the brand’s online presence and foster strong consumer engagement. Youth Platform Lead Develop Brand Growth Strategy and AOP Plan E2E for Youth Platform Brands with Digital-First Approach to create Brand Distinction and sustainable competitive advantage for PEP Portfolio among Youth Cohorts Performance Analysis & Optimization Continuously analyze and interpret digital performance metrics. Provide strategic recommendations on audience segmentation and content adjustments to maximize relevance, engagement, and brand appeal. Cross-Functional Collaboration Proactively collaborate with internal teams—including Brand, E-commerce, and Media—as well as external partners such as digital agencies, Mindshare, and online PR agencies to ensure seamless execution of digital initiatives. Budget Ownership Manage the digital marketing and communication budget for the Lay’s brand, ensuring effective allocation and ROI-driven spending. Capability Building Drive digital capability development within the Thailand Marketing team by fostering knowledge sharing and best practices. Full-Funnel Integration Integrate end-to-end, full-funnel digital solutions—from awareness to conversion—into all marketing communication campaigns, with a focus on digital-first strategies for ICF. Digital Innovation Develop and pioneer first-in-market digital innovation solutions that enhance consumer connection and engagement across campaigns. Capability Gap Assessment & Training Identify gaps in digital marketing capabilities and design learning plans, training sessions, and workshops to upskill the marketing team. Always-On Content Strategy Develop and execute a platform-specific, always-on content strategy across key social media channels including Facebook, YouTube, TikTok, and others. Qualifications Bachelor’s degree in related fields Proven 7 experience in leading and executing digital marketing and communication strategies, ideally within the FMCG industry, with a solid understanding of brand building in the digital space. Strong Brand Management and Marketing skills with exceptional Digital savvy to raise the bar on Creativity and Agility to capture new generation consumers and emerging e-commerce channel Demonstrated ability to effectively manage and collaborate with third-party agencies to deliver impactful digital marketing campaigns. Strong leadership capabilities with the ability to lead cross-functional teams and drive initiatives through influence rather than direct authority. Outstanding verbal and written communication skills, with the ability to engage, influence, and align internal and external stakeholders across all levels of the organization.