Our client is a growing consumer products company that combines smart hardware, a companion app, and a library of original and licensed audio content to create screen-free learning experiences for young children. As the business expands into new markets, this role will build brand strategy from the ground up, driving awareness through creative, non-paid tactics given a capped advertising budget, and keeping messaging aligned across a website-led sales channel that now drives the majority of revenue and a growing network of retail partners. You will lead end-to-end product launches and turn deep parent and child research into marketing strategies that support long-term brand KPIs, such as organic traffic, which are inherently harder to measure than short-term, direct-response performance metrics.
What You'll Do
- Lead end-to-end planning and execution of new product launches, covering naming, packaging copy, website and social assets, promotional campaigns, pre-orders, and localization of branded character content for the local market
- Oversee owned social media channels, word-of-mouth marketing, and search and generative-search optimization strategies to build sustained brand awareness and engagement
- Develop and execute public relations strategy, including press releases and ongoing media and KOL relationship management, to strengthen brand reputation and mindshare
- Identify, negotiate, and manage strategic cross-industry partnerships, such as collaborations with other parenting brands, educational organizations, or IP holders, to expand the brand's audience reach
- Design and run structured user and market research initiatives, including customer surveys, market studies, and exit-poll analysis, translating the findings into actionable marketing strategy
Core Essentials
- 7+ years of hands-on experience in brand marketing, integrated marketing, or product marketing, with a track record of owning campaigns end to end across social, PR, partnerships, and research, rather than just managing agencies
- Strong consumer empathy and research capability, with demonstrated ability to translate user insight into brand and marketing strategy
- Business-level English proficiency, sufficient for regular reporting and strategic alignment with an overseas headquarters
- Proven ability to independently drive a project from zero to one, without heavy day-to-day oversight
- Strong project management skills and self-discipline to manage multiple concurrent workstreams
Bonus Skills
- Prior marketing experience in early childhood education, or in baby and parenting consumer brands
