Job Description

Job Description

Our client, a multi-brand FandB group with a strong footprint across Malaysia, is looking for a Head of Digital Growth and Ecosystem. Reporting to the GM of Marketing, Digital and Growth, the Head of Digital Growth and Ecosystem is responsible for developing, executing, and scaling the end-to-end digital growth strategy and connected customer ecosystem across all brands.

This role owns the digital customer journey across platforms, with shared accountability for driving transactions, visit frequency, and customer value through data-driven digital strategies, performance marketing, CRM, app experiences, and social platforms.

The role plays a critical leadership function in delivering the Connected Ecosystem mandate, working closely with Technology, Operations, and Finance to ensure digital initiatives translate into measurable commercial outcomes.

Job Responsibilities

Digital Growth Strategy and Planning

• Develop and execute a comprehensive digital growth strategy across all brands.
• Own the digital marketing funnel across paid media, social platforms, app, and CRM.
• Translate brand and business objectives into clear digital growth priorities, roadmaps, and execution plans.
• Lead strategies focused on acquisition, conversion, retention, and repeat behaviour.
• Establish hypotheses, pilots, and scaling frameworks aligned to commercial outcomes.

Customer Journey, Funnel and CRM Ownership

• Own and optimise the end-to-end digital customer journey from discovery to repeat purchase.
• Design, manage, and improve funnels across paid media, social platforms, app, and CRM.
• Identify friction points and conversion drop-offs and implement targeted improvements.
• Drive engagement mechanics, offers, and nudges to increase frequency and customer lifetime value.

App and Digital Platform Ownership

• Own all customer-facing digital assets, including app content, journeys, and campaigns.
• Work with Technology to prioritise digital features, improve usability, and ensure integration with POS, CRM, and data systems.
• Act as business owner of digital platforms to meet commercial and customer needs.

Social Media Strategy, Performance and Brand Stewardship

• Lead social media strategy and performance across platforms aligned to brand objectives.
• Manage content and campaigns on TikTok, Instagram, and other relevant platforms.
• Use social platforms to drive awareness, engagement, and conversions while maintaining brand safety and consistency.

Performance Marketing, Analytics and Monitoring

• Own all performance marketing activities, including planning, budget allocation, and optimisation.
• Use data-driven decision-making to optimise acquisition, conversion, and retention.
• Establish a test-and-learn culture with A/B testing, pilots, and continuous optimisation.
• Monitor, analyse, and report key performance metrics and drivers.

Agency and Vendor Governance

• Manage all digital agencies and vendors across performance marketing, social, CRM, and platforms.
• Set clear briefs, KPIs, and ROI expectations.
• Build internal expertise to reduce dependency on external agencies.
• Evaluate in-house versus outsourced capabilities for effectiveness.

AI, Tools and Connected Ecosystem Enablement

• Champion AI and digital tools to improve efficiency, personalisation, and insight generation.
• Leverage AI for content creation, targeting, experimentation, and reporting.
• Ensure digital platforms, data, and tools operate cohesively for the Connected Ecosystem.

Cross-Functional and Stakeholder Engagement

• Collaborate with Marketing, Technology, Operations, and Finance to ensure digital initiatives are commercially viable and operationally executable.
• Align digital campaigns with store readiness, product availability, and operational capacity.
• Share digital insights and performance across the organisation to reduce friction and improve prioritisation.

Job Requirements

Education and Experience

• Bachelor’s degree or equivalent experience.
• 7–10 years in digital marketing, growth, or performance-led roles.
• Combination of agency experience and client-side ownership preferred.
• Proven track record of driving measurable digital growth outcomes.
• Strong understanding of digital platforms, CRM, performance marketing, analytics, and customer journeys.

Related Experience

• Hands-on experience with performance marketing, CRM, app-based journeys, and social platforms.
• Strong understanding of funnel optimisation, experimentation, and data-driven decision-making.
• Experience working with technology teams on digital platforms, integrations, and data infrastructure.
• Ability to manage budgets and clearly articulate ROI.
• Experience in multi-brand, multi-outlet, or fast-paced consumer businesses is preferred.

Competencies

Technical and Professional

• Proven leader and communicator, able to engage senior leadership and cross-functional teams.
• Highly analytical, able to translate data into actionable insights.
• Strong problem-solving skills with bias toward execution.
• Organised, disciplined, and comfortable operating in ambiguity.
• Commercially minded with understanding of how digital drives business outcomes.

Behavioural

• Willing to roll up sleeves while maintaining strategic perspective.
• Entrepreneurial mindset with resilience in fast-paced environments.
• Comfortable being challenged and accountable for outcomes.
• Operates with urgency, focus, and ownership.

For more information or confidential consultation, please do not hesitate to contact Pui Yee at puiyee.chow@bell-ward.com.

We thank you for applying with us in advance but only short-listed candidates will be notified.

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Company Registration No.: 1080098-P (JTK License No: JTKSM 427)