Marketing and Communication Senior Manager

Position

The Marketing and Communication Senior Manager leads the definition and execution of integrated marketing and communication strategies for Thailand, ensuring consistency of brand image, visibility, and commercial impact across all channels. The role combines strategic brand stewardship, communication leadership, and operational marketing management, while ensuring alignment with global brand direction and local market priorities. It is responsible for driving brand desirability, media presence, client engagement, digital and social media activation, CRM culture, and the operational excellence required to deliver cohesive and high-performing marketing initiatives.

 

Key Responsibilities:

 

Integrated Strategy & Brand Management

• Define and implement the overall marketing and communication strategy for Thailand in line with brand vision, mission, and business goals.
• Guide the development of a coherent and consistent brand image across all consumer touchpoints, ensuring alignment between communication, visibility, and commercial initiatives.
• Translate global directions into relevant local strategies and execution plans adapted to the Thailand market.
• Supervise the development and implementation of sales marketing activities across product categories and channels.
• Ensure harmonized and integrated commercial and marketing plans and initiatives.

Communication, Media Relations & Brand Visibility

• Lead the development and execution of corporate communication activities and external relations initiatives in Thailand.
• Manage proactive media relations, including press outreach, relationship building, editorial visibility, and reputation management.
• Maintain strong relationships with local press and external stakeholders to maximize brand exposure and editorial impact.
• Oversee the planning and execution of advertising campaigns locally, ensuring consistency with brand positioning and business priorities.
• Prepare for and manage crisis communication scenarios with clear processes, messaging discipline, and stakeholder coordination when needed.

Events, Client Engagement & Influence

• Oversee the planning and delivery of brand events, heritage activations, regional events, and in-store events in Thailand.
• Ensure events support both brand elevation and commercial objectives, while delivering a seamless and elevated client experience.
• Develop and implement influencer strategies to strengthen brand buzz and visibility on key social platforms.
• Support VIP and celebrity engagement initiatives in coordination with relevant internal stakeholders.
• Foster strategic partnerships and collaborations that reinforce brand desirability and market presence.

Job responsibilities

(cont.)

Digital, Social Media & Content Development

• Lead the development of digital and social media communication in line with marketing and customer communication goals.
• Supervise the creation of digital content and tools, ensuring consistency across online and offline channels.
• Ensure integration between digital plans, sales priorities, and operational requirements, in collaboration with IT and commercial teams.
• Drive innovation in content formats, channel activation, and audience engagement to improve brand reach and effectiveness.
• Establish and monitor relevant digital KPIs to assess performance and optimize initiatives.

CRM & Client Development

• Guide the development of CRM culture within the organization to strengthen client loyalty and maximize return on investment.
• Work closely with CRM teams to support client engagement strategies, including VIP and high-potential client initiatives.
• Ensure marketing and communication activities contribute to client acquisition, retention, and relationship development.
• Promote a client-centric approach across campaigns, events, and communication touchpoints.

Operational Marketing, Governance & Performance Management

• Design and optimize marketing and communication workflows, planning cycles, templates, and governance processes to improve efficiency and execution quality.
• Lead project management for major initiatives from planning to rollout, ensuring timelines, deliverables, and quality standards are met.
• Establish, monitor, and report on KPIs covering communication impact, campaign effectiveness, operational efficiency, and budget performance.
• Use data and market insights to assess results, identify improvement opportunities, and refine future plans.
• Ensure compliance with brand standards, internal procedures, and relevant regulations in all marketing and communication activities.

Budget & Resource Management

• Manage the Thailand A&P budget and ensure effective allocation of resources across marketing and communication priorities.
• Monitor campaign spending and operational costs to ensure budget adherence and investment efficiency.
• Consolidate budget needs, track actuals, and provide clear reporting and recommendations to leadership.

Team Leadership & Cross-Functional Collaboration

• Lead, coach, and develop the marketing and communication team, setting clear priorities and performance expectations.
• Foster a collaborative, agile, and high-performance team culture focused on excellence, innovation, and accountability.
• Act as a key interface between country management, retail, finance, HR, IT, CRM, omnichannel, aftersales, and corporate marketing and communication teams.
• Coordinate with regional and global stakeholders to ensure local execution remains aligned with broader brand strategy.

 

Any ad-hoc duties and support as needed.

Profile

Academic / Professional Qualifications

• At least 15 years of experience in Marketing and Communications, with at least 3 years in relevant role.
• Strong interpersonal and communication skills
• Solid understanding of the luxury business sector
• Knowledge of CRM and digital tools and techniques
• Passion for building client relationships and networking
• Speak and write fluent Thai and English
• Meticulous and ability to thrive in a fast-paced environment
• High sense of integrity and security

 

Key Interactions (Internal & External):

• All internal stakeholders (local, regional, central)
• Medias, agencies, influencers and external partners
• Landlords
• Clients and VVIPs

 

Required Competencies/ Traits required for the role

• Hard skills: Brand Management, Brand Reputation Management, Budget Planning & Management, Campaign Planning and Execution, Content Strategy & Development, Corporate Communication, CRM and Client Development, Crisis Communication Management, Digital Marketing & Social Media Management, Event Management & Coordination, External Relations & Media Relations, Influencer Strategy, Marketing Operations, Marketing Planning & Workflow Structuring, Media Relations & Monitoring, Performance Tracking & Data Analysis, Project Scoping & Management, Reporting & Data Analysis.

 

• Soft skills: Adaptability & Flexibility, Analytical Thinking, Attention to Detail, Brand Builder Mindset, Business Awareness, Client Orientation / Customer Centricity, Collaboration & Cross-Functional Influence, Communication (Written & Verbal), Creativity, Critical Thinking, Decision Making, Impact Driven, Innovation, Interpersonal Savviness, Leadership & People Development, Negotiation & Stakeholder Management, Organizational Skills, Problem Solving, Results Orientation, Strategic Thinking.