Role Overview

The Head of Consumer Marketing is accountable for shaping and leading end-to-end consumer marketing strategies that elevate brand equity, deepen consumer engagement, and accelerate business growth across the consumer healthcare portfolio in Hong Kong and Macau.

This position calls for a strong grasp of local consumer healthcare dynamics, including shopper behavior, category trends, and competitive positioning. The role holder will convert insights into impactful marketing initiatives that reinforce sales effectiveness, support long-term growth, and advance the organization’s strategic ambitions.

Reporting to the General Manager, HK & Macau, this role is a critical leadership position within the business, providing direction on retail and consumer marketing strategy. The role holds full commercial ownership of the assigned brand portfolio, including revenue delivery, profitability, budget stewardship, and portfolio performance over the product lifecycle.

Close collaboration with Sales, Medical, Corporate Affairs, Market Access, Legal, and Compliance teams is essential to ensure strong execution, regulatory adherence, and sustainable brand development.

Core Responsibilities

Strategic Direction & Brand Leadership

• Set, implement, and continuously evolve short- and long-term consumer marketing strategies aligned with clearly defined target audiences and business priorities.
• Oversee brand portfolio strategy, including lifecycle planning, commercial forecasting, and strategic prioritization.
• Harness consumer insights, market intelligence, and competitive data to guide strategic choices and uncover new growth opportunities.

Marketing Planning & Delivery

• Lead the creation and rollout of integrated, multi-channel marketing programs to achieve topline and bottom-line objectives.
• Establish success metrics, measure performance and ROI, and adjust strategies based on insights and outcomes.
• Own marketing investment decisions and budget allocation to ensure effective and efficient deployment of resources.

People Leadership & Capability Building

• Build, coach, and motivate a high-performing consumer marketing organization, driving accountability and excellence.
• Implement clear governance, planning processes, and KPI tracking to enable consistent and high-quality execution.
• Focus team efforts and resources on initiatives with the greatest commercial impact.

Cross-Functional Partnership

• Collaborate closely with Sales, Medical, Corporate Affairs, Market Access, Legal, and Compliance to drive alignment and execution excellence.
• Engage internal and external stakeholders to support product growth while maintaining strong compliance and quality standards.

Compliance & Risk Management

• Ensure all consumer marketing activities comply fully with internal guidelines, local regulations, and industry advertising standards.

Key Stakeholder Relationships

• Direct reporting line to the General Manager, Hong Kong & Macau
• Active member of the Extended Leadership Team
• Maintains strategic partnerships with key internal and external stakeholders

Financial & People Accountability

• Full responsibility for P&L performance of the consumer brand portfolio
• Leadership, development, and performance management of the Consumer Marketing team

Qualifications & Experience

• Bachelor’s degree required; postgraduate qualification preferred
• At least 15 years of experience in consumer healthcare marketing
• Minimum of 2 years’ experience in a people management role
• Demonstrated ability to use data, analytics, and market insights to improve marketing effectiveness
• Proven experience leading large, cross-functional, and diverse teams within complex organizations

Capabilities & Skills

• Strong strategic acumen with the ability to solve complex business challenges
• Excellent analytical capability with a results-oriented mindset
• Track record of delivering successful consumer marketing strategies and campaigns
• Effective leader with strong influencing, communication, and stakeholder management skills
• Confident presenter able to translate complexity into clear, compelling messages
• Comfortable operating in a fast-moving, high-change environment
• Fluent in English, Cantonese, and Mandarin

Please apply direct or reach out to Turby via Turby.ho@linksinternational.com for a confidential discussion if you are interested!