Digital Marketing Manager

The Role

You own the full customer-acquisition system: campaigns, landing pages, tracking, lead quality, appointment conversion and attributable revenue. You will be measured on booked appointments and revenue, not on impressions, reach or raw lead count.

This is a builder role, not an agency-coordination role. You start as the person who personally plans, launches, troubleshoots and optimises the work. Once you have established a repeatable and commercially sound growth engine, you will propose, recruit and lead a lean 2–3 person marketing team.

What You Will Own

• Paid acquisition end to end across Meta, Google (PMax and Search) and Xiaohongshu; deploy TikTok or other channels only when the commercial case is clear
• Media budget planning and reallocation across different brands, based on qualified leads, appointments, customer acquisition cost and attributed revenue
• Build, improve and A/B test landing pages and lead journeys without waiting on an external developer for routine changes
• The measurement layer: Google Tag Manager, GA4, Meta Pixel and Conversions API, conversion events, UTM discipline and weekly performance reporting
• The full funnel from ad or content to WhatsApp enquiry, contact, appointment, arrival, sale and repeat visit — and the ability to identify whether lost revenue is caused by marketing, by follow-up, or by outlet conversion
• Direct work with outlet management on lead-response standards, appointment quality, and cross-referrals.
• Websites, domains, hosting and external vendors where necessary — while retaining company ownership and internal control of all platform access, tracking assets and performance data
• After proving the operating model: the roles, hiring sequence, KPIs and workflows for a 2–3 person in-house marketing team, and leadership of that team

Requirements

• Proven hands-on marketing experience within the beauty, aesthetics, skincare, hair/scalp, slimming or medical-aesthetics sector in Singapore is mandatory. This is a hard requirement, not a preference — we are not willing to spend three months teaching the category.
• At least 5 years of hands-on performance marketing, paid media or growth marketing experience.
• Evidence of real commercial outcomes. You must be able to explain at least one campaign using the actual period, media spend, lead or sales volume, CPL/CPA/CAC, conversion rate, attributable revenue or ROAS, and your personal contribution.
• Demonstrated responsibility for a five-figure monthly media budget, or an equivalently complex multi-account or multi-brand portfolio.
• Ability to launch and optimise campaigns personally. You should not require an agency, developer or junior team member to perform the core work for you.
• Strong working knowledge of Meta Ads, Google Ads, GTM, GA4, Meta Pixel/CAPI, conversion tracking, landing-page optimisation and structured testing.
• Practical website and technical ability: WordPress or comparable tools, basic front-end or AI-assisted web development, domains, DNS and hosting administration.
• Commercial judgement to diagnose funnel leakage beyond advertising — slow lead follow-up, poor contact rates, weak appointment conversion, no-shows and outlet close rates.
• Working proficiency in written and spoken Mandarin in addition to English, required to serve our Mandarin-speaking customer base and to produce Mandarin-language content for Xiaohongshu and WhatsApp.
• Ability to operate independently now, and to build a disciplined 2–3 person team when business volume justifies it.

Preferred

• Experience across both skin/mani and hair/scalp categories
• Xiaohongshu / RED campaign or content experience
• Shopping-mall retail footfall experience
• Prior experience recruiting or supervising junior marketing, content or creative staff
• Platform certification (e.g. Meta Media Buying Professional, Google Ads)

How Performance Will Be Measured

• Qualified leads, CPL/CPA, WhatsApp response and contact rates, appointment rate, show rate, customer acquisition cost, attributed revenue, ROAS.

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