Marketing Director

Lockly · Full-Time · Hong Kong

 

About Lockly

Lockly is a global smart security company best known for its award-winning smart lock products sold across major retail channels, direct-to-consumer, and through a global network of distributors and commercial partners. Alongside the consumer brand, Lockly operates LocklyPRO — a dedicated B2B division serving commercial and multifamily property markets. The broader group also includes Smartec, an OEM/ODM contract manufacturing business serving enterprise and industrial clients.

We are a product-focused, fast-moving team that holds ourselves to a high standard — on brand, on execution, and on outcomes.

 

The Role

We are looking for a hands-on, strategic Marketing Director to lead the full marketing function for Lockly and LocklyPRO, with active marketing responsibilities for Smartec. This role is primarily US market-focused, with global scope across international markets, distributors, and retail channels.

This is not a purely strategic role — you will own the roadmap and remain closely involved in execution, working alongside a lean internal creative team and a network of specialist external agencies. You will report directly to the CEO.

 

Key Responsibilities

Brand Strategy & Budget

• Define and execute the overall marketing and brand strategy for Lockly and LocklyPRO, with active marketing execution for Smartec
• Manage the global marketing budget and maintain brand consistency across all markets, channels, and touchpoints

 

Channel Marketing & Sales Enablement

• Partner with the global sales team to develop pitch & product decks, catalogues, sell sheets, brand & product videos, POP materials, and other retail-facing content
• Oversee the accuracy and storytelling quality of all product listings across retail platforms, including Amazon, Home Depot, Best Buy, and Lowe’s
• Support channel partners and distributors with materials and training that drive sell-through

 

B2B Lead Generation

• Develop and manage lead generation and nurture programs for LocklyPRO and Smartec across tradeshows, content, outbound, and digital channels
• Work closely with the B2B sales team, Customer Success, and international distributors on new product launches and feature rollouts

 

Digital Marketing, DTC & Direct Channels

• Own Lockly.com as a sales channel — responsible for promotions, full sales funnel management, and conversion rate optimization
• Oversee email, SMS, and app push notification strategy and execution, including campaign and lifecycle flows
• Manage the affiliate program, CRM strategy, and loyalty and referral programs

 

Content, Creative, UGC & KOL

• Lead the in-house creative graphics team and collaborate with external agencies on all content / video production
• Drive creative direction and execution for brand and product videos, campaign assets, and all channel content
• Oversee UGC and KOL programs — both agency-managed — including brief-setting, final content review, and performance assessment

 

PR, Social Media & Communications

• Manage the PR agency across media coverage, product launches, awards submissions, press reviews, and speaking opportunities
• Oversee the global social media team across Instagram, Facebook, TikTok, Reddit (agency-managed), and LinkedIn — setting strategy, reviewing output, and monitoring analytics

 

Events, Cross-Functional Collaboration & AI

• Lead preparation and on-site execution for CES, industry tradeshows, and PR events, including pre- and post-show communications
• Collaborate with R&D on product roadmap input, feature feedback, and launch readiness
• Build and maintain AI-powered marketing tools and workflows that improve team efficiency and content quality — hands-on tool building is expected

 

Requirements

Must-Have

• Overseas market experience — You have marketed products across multiple international markets and can adapt strategy without losing brand coherence
• English excellence — Native or near-native written and spoken English, with the ability to write, edit, and direct copy to a professional standard
• Mandarin — Professional working proficiency required for cross-team and regional collaboration
• AI tool building — You have built functional AI workflows, automations, or tools, prompt engineering, or no-code/low-code platforms. Good AI skills.
• Team leadership — 5+ years leading marketing teams, with concurrent experience managing in-house staff and external agencies
• Storytelling — Ability to craft compelling narratives for technical products across consumer, commercial, and trade audiences
• Hands-on mindset — Self-motivated, agency mentality, and comfortable staying close to the work at every level

 

Strong Advantage

• Experience across both B2C and B2B marketing within the same organisation
• Background in consumer electronics, smart home, or hardware categories
• Direct ownership of DTC e-commerce, CRM, or retention marketing programs

 

Additional Information

• This is a lean, fast-moving team — resource efficiency and initiative are essential
• You will be building and improving marketing systems, not inheriting finished ones
• Occasional before- and after-hours availability will be required given the global nature of the role