Digital Marketing Executive

About Kinova

Kinova Co., Ltd. is a Thailand-based importer and distributor of premium international health, beauty, and family-care brands, with a sourcing office in France. We operate across beauty, wellness, family care, and pet care categories, distributing through major Thai retail channels (Tops, Central Group, …) and leading e-commerce platforms (Shopee, Lazada, TikTok Shop).

This is our first dedicated marketing hire. We are looking for a versatile, digital-first Digital Marketing Executive who can build our marketing function from the ground up — someone equally comfortable creating a TikTok video, running Shopee Ads, and coordinating with KOLs to amplify our brands.

Role Overview

As Kinova’s first marketing team member, you will own the full marketing execution across all our brands and channels. This is a hands-on, generalist role where you will create content, manage campaigns, build influencer relationships, and track performance — with the opportunity to grow and shape the marketing team as we scale.

Key Responsibilities

Social Media Management

• Own and manage Kinova's brand social media accounts across Facebook, Instagram, TikTok, LINE, and LinkedIn.
• Develop and execute monthly content calendars aligned with product launches, promotions, and seasonal campaigns.
• Write engaging captions, manage posting schedules, and handle community management (comments, DMs, reviews).
• Monitor and report on social media KPIs (followers, engagement rate, reach, traffic).

Content Creation & Visual Design

• Create on-brand visual content for social media, e-commerce, and marketing materials using Canva (or similar tools).
• Shoot and edit short-form videos for TikTok, Instagram Reels, and Shopee/Lazada product videos (CapCut or equivalent).
• Produce product photography and lifestyle imagery for digital channels and marketplace listings.
• Ensure visual consistency across all touchpoints in line with each brand's identity and Kinova's guidelines.

KOL & Influencer Marketing

• Identify, recruit, and manage relationships with KOLs, micro-influencers, and content creators relevant to our brand categories (beauty, family care, wellness, pet care).
• Plan and execute influencer campaigns: briefing, product seeding, content approval, tracking deliverables and timelines.
• Negotiate collaboration terms and manage influencer budgets.
• Build and maintain a database of KOL contacts, rates, audience profiles, and past performance metrics.
• Monitor influencer content performance and optimize future partnerships based on ROI and engagement data.
• Coordinate with affiliate programs on e-commerce platforms (Shopee Affiliates, TikTok Creator Marketplace, Lazada).

E-Commerce Advertising & Performance Marketing

• Set up, manage, and optimize paid advertising campaigns on Shopee Ads, Lazada Sponsored Solutions, and TikTok Ads.
• Manage Meta Ads (Facebook/Instagram) for brand awareness and traffic generation.
• Monitor daily ad spend, ROAS, CPC, and conversion metrics; adjust campaigns to meet targets.
• Plan and execute promotional campaigns tied to platform mega-sales (e.g., 6.6, 7.7, 11.11, 12.12).
• A/B test ad creatives, audiences, and bidding strategies to continuously improve performance.

Marketplace Content & Optimization

• Create and optimize product listings on Shopee, Lazada, and TikTok Shop (titles, descriptions, images, A+ content).
• Design shop pages, banners, and promotional visuals for marketplace storefronts.
• Monitor product reviews and ratings; coordinate responses and improvement actions.
• Stay informed on marketplace algorithms and ranking factors to improve product visibility.

PR & Offline Activations

• Support press and media outreach: draft press releases, coordinate press samples, and manage media contact lists.
• Assist in organizing offline activations and events (e.g., retail launch events at Tops/Central, beauty fairs, pop-ups).
• Coordinate product sampling campaigns and in-store promotional materials.
• Identify and pursue PR opportunities to build brand awareness in Thai media.

Analytics & Reporting

• Track and report on marketing performance across all channels on a weekly and monthly basis.
• Consolidate campaign data into clear, actionable reports for management.
• Analyze customer insights, engagement trends, and competitive activity to inform marketing strategy.
• Manage and allocate the marketing budget; track spend vs. results across channels.

Qualifications

Required

• 2–4 years of experience in digital marketing, social media management, or e-commerce marketing in Thailand.
• Proven hands-on experience managing social media accounts and creating content (portfolio or examples required).
• Experience running paid ads on at least two of: Shopee Ads, Lazada Sponsored Solutions, TikTok Ads, Meta Ads.
• Proficient with Canva or similar design tools; comfortable with basic video editing (CapCut, InShot, or equivalent).
• Experience working with KOLs and influencers: sourcing, briefing, negotiating, and tracking campaign results.
• Strong understanding of Thai consumer behavior and digital trends.
• Proficient in English and Thai (written and spoken).
• Self-starter who thrives in a fast-paced, entrepreneurial environment with minimal supervision.

Preferred

• Experience in beauty, health, wellness, or FMCG marketing.
• Familiarity with TikTok Creator Marketplace and Shopee Affiliate programs.
• Basic knowledge of SEO, Google Analytics, or platform-specific analytics dashboards.
• Experience with PR, media relations, or event coordination.
• Photography or videography skills beyond basic smartphone content.

What We Offer

• Be Kinova's first marketing hire - build the function from scratch and shape how our brands are perceived in Thailand.
• Work with a portfolio of premium international brands across beauty, wellness, family care, and pet care.
• Direct exposure to international brand partnerships and cross-functional collaboration.
• Entrepreneurial, hands-on work environment where your ideas go live fast.
• Competitive salary commensurate with experience.
• Hybrid work arrangement - 2 days per week at the office, 3 days remote.
• Opportunity to grow into a marketing leadership role as the company scales.