Leader, Digital Marketing APAC

About the Role

This position is responsible for managing the complete digital customer journey across the LIXIL brand portfolio in the Asia-Pacific (APAC) region. The role requires creating a unified, continuous digital marketing system that spans from initial awareness through consideration and purchase to advocacy. Instead of fragmented, campaign-based efforts across various markets, this role will establish a regional digital media strategy and framework to guide planning, buying, and effectiveness measurement.

The responsibility includes building an always-on digital engine that drives discovery, expedites consideration, and effectively converts demand across various channels such as ecommerce, marketplaces, retail, project/B2B, and LEC showrooms. This position pioneers integrating AI-enabled marketing capabilities into a region where digital marketing is still largely fragmented.

Key Responsibilities

• Lead the end-to-end APAC digital marketing strategy covering the full funnel: awareness, consideration, and conversion for brands GROHE, American Standard, and INAX.
• Develop a regional digital media strategy and framework that determines channel mix, investment principles by funnel stage and category, media planning, buying standards, governance of agencies and MarTech, and budget efficiency benchmarks to unify multiple markets under one coherent structure.
• Identify and systematically address specific barriers to purchase at each funnel stage, such as low product confidence, complex specifications, dealer gatekeeping, insufficient pre-purchase content, and fragmented online-to-offline transitions.
• Build and continually optimize a digital demand engine utilizing SEO/SEM, paid and organic social media, content platforms, marketplace presence, and owned digital assets to ensure continuous discovery and consideration, moving beyond campaign-dependent efforts, and measuring success based on actual conversions online and offline.
• Oversee conversion-stage digital experiences across all commercial touchpoints including ecommerce checkout, marketplace listings, retail/dealer tools, project/specifier portals, and showroom-adjacent digital resources, ensuring seamless purchase journeys.
• Integrate AI into marketing functions by deploying tools for customer insights, predictive lead scoring, personalized content and media, AI-assisted content creation, conversational AI sales support (chatbots, virtual product advisors), and optimized media buying. Establish the practical AI roadmap emphasizing real efficiency gains.
• Set and manage full-funnel KPIs and attribution models from reach and engagement through lead quality, cost-per-acquisition, and channel-wise conversions, offering a unified, trusted perspective for category, brand, and market leaders.
• Collaborate closely with CX Journey and CRM leadership to ensure a smooth customer handoff between digital marketing (focused on acquisition, consideration, conversion) and CX/CRM functions (focused on retention, loyalty, advocacy), aligned through shared customer data and journey insights.
• Coordinate with Brand Marketing and Space & Visual Experience teams to make sure digital content harmonizes with brand positioning (GROHE SPA/Shower/Core/Regional; AS/INAX) and matches in-person retail, project, and showroom experiences.
• Manage the regional digital agency portfolio, MarTech/AdTech stack, and budget; establish briefing, testing, and media efficiency standards for markets to adopt, reducing local capability rebuild efforts.
• Serve as the digital capability lead for market marketing teams by providing playbooks, tools, and training to ensure consistent but adaptable execution at the local level.

Qualifications

• Bachelor's degree in Marketing, Digital Media, Business, or related field; MBA preferred.
• At least 10 years of digital marketing experience including 4+ years in regional or multi-market leadership, ideally in consumer durables, FMCG, home/building products, or premium consumer goods with considered-purchase and dealer-mediated sales models.
• Proven ability managing full-funnel digital marketing with measurable improvements in conversions beyond traffic or engagement.
• Hands-on experience using AI tools in marketing such as personalization, predictive analytics, content generation, conversational AI, and media optimization, with insight into real commercial value.
• Strong knowledge of CRM/MarTech ecosystems, capable of strategically architecting digital marketing and CX/CRM integrations for reinforced customer journeys.
• Experience working in APAC markets or exposure to multi-market and multicultural regional environments.

Additional Information

This is a full-time role based in Thailand with remote working flexibility. The position specifically focuses on bringing modern and AI-enabled digital marketing practices to a diverse and regionally complex market environment.