Marketing Lead – (US CPG/FMCG Market experience is required)

Marketing Lead – US Market (CPG/FMCG)

Location: Singapore (with frequent travel to the US)

Salary: Around USD 10,000/month (negotiable, depending on experience)

Reporting to: CEO / Founding Team

Industry: Consumer Goods / Food & Beverage / FMCG

About the Company

An emerging consumer brand with an ambitious vision to build a strong presence in the US market.

Over the past three years, the company has focused on establishing its products across key retail markets in the US, successfully securing distribution and shelf presence in major retailers and supermarkets.

As the business enters its next phase of growth, the key priority is no longer simply getting products onto shelves, but building sustainable consumer demand, strengthening retail performance, and making its products an everyday household choice.

The company is now looking for a commercially driven Marketing Lead to work closely with the CEO and founding team to spearhead this next stage of growth.

Key Responsibilities

1. US Market Growth & Consumer Acquisition

• Develop and execute marketing strategies to strengthen the company's presence and market penetration in the US.
• Identify and target core US consumer segments through market insights, audience analysis, and consumer behaviour.
• Drive customer acquisition, engagement, conversion, and retention across online and offline channels.
• Develop strategies to increase consumer demand and repeat purchases, ultimately strengthening retail sell-through and product velocity.

2. Performance & Growth Marketing

• Lead performance marketing initiatives across digital channels, ensuring efficient customer acquisition and measurable business outcomes.
• Develop and optimize marketing campaigns based on ROI, customer acquisition cost (CAC), conversion rates, and retention metrics.
• Manage advertising budgets with a strong focus on marketing efficiency and profitable growth.
• Leverage consumer data and market insights to continuously improve campaign effectiveness.

3. Product Marketing & Market Positioning

• Develop effective product positioning and go-to-market strategies tailored to the US market.
• Identify consumer needs, market trends, and competitive dynamics to refine product messaging and marketing initiatives.
• Work closely with the founding team to translate business objectives into actionable marketing strategies.
• Support product launches, promotional campaigns, and initiatives that drive consumer adoption and repeat purchases.

4. Agency & Partner Management

• Lead and manage external marketing agencies, media partners, and local marketing partners in the US.
• Oversee campaign planning and execution across digital and offline channels.
• Ensure marketing initiatives are aligned with business objectives and deliver measurable results.
• Build effective partnerships to strengthen consumer engagement and market presence.

5. Strategic Leadership & Execution

• Work closely with the CEO and founding team to define the company's overall marketing direction and growth strategy.
• Take ownership of marketing strategy from planning through execution, bringing structure and marketing expertise to a fast-growing startup environment.
• Establish key marketing KPIs and performance tracking mechanisms.
• Balance long-term market development with short-term commercial growth objectives.

Requirements

• 8–15+ years of relevant marketing experience, preferably within the CPG/FMCG industry.
• Strong understanding of the US consumer market and CPG/FMCG landscape is essential.
• Proven experience developing and executing marketing strategies for consumer-facing brands in the US market.
• Strong expertise in growth marketing, performance marketing, customer acquisition, retention, and conversion.
• Experience in product marketing, market positioning, and go-to-market strategy.
• Commercially minded, with a strong understanding of marketing ROI, advertising efficiency, and business growth metrics.
• Proven ability to manage external agencies, partners, and cross-functional stakeholders.
• Comfortable working in a fast-paced, entrepreneurial startup environment, with the ability to operate both strategically and hands-on.

Preferred Background

• Experience with established FMCG/CPG brands headquartered in the US or Europe would be highly desirable.
• Ideally, candidates have started their careers in large, established consumer brands before moving into emerging or high-growth businesses, bringing both corporate marketing expertise and hands-on startup experience.
• Candidates from the food, beverage, snacks, or beauty industries are welcome.
• Experience working directly with US retail channels and understanding the dynamics of US consumer behaviour and retail sell-through would be a strong advantage.
• International candidates with relevant US market experience are welcome. Singapore-based candidates and overseas candidates open to relocating to Singapore will be considered.

What We Are Looking For

We are looking for a commercially driven marketing leader who can bring a different dimension of expertise to the founding team.

The ideal candidate understands how to build consumer demand, not just brand awareness; knows how to turn marketing investment into measurable business growth; and is equally comfortable developing strategy and driving execution.

This is an exciting opportunity to take ownership of the marketing function and help scale an emerging consumer brand in the highly competitive US market.

Work Arrangement: Singapore-based, with frequent business travel to the US. Work pass sponsorship can be considered for suitable international candidates.