We are building a new beauty brand from the ground up: digital-first, Gen Z at heart, and designed to compete in Southeast Asia’s most active online channels. This is a founding-team-level role with broad scope and genuine ownership. You will define the brand identity, curate and develop the product line, manage supplier relationships, and lead the go-to-market.
Key Responsibilities:
Brand Building
- Build a full brand concept from the ground up, covering name, positioning, personality, tone of voice, and visual direction, with full ownership over creative decisions
- Brief and direct the design team to execute the brand identity, maintaining a clear and consistent creative standard across all outputs
- Build and maintain a brand book together with the design team that keeps execution consistent as the team grows
- Ensure all touchpoints, including packaging, content, and comms, are cohesive and intentional
Product Development
- Work with OEM/ODM suppliers and formulation partners to develop or adapt products that meet brand positioning and quality standards
- Brief suppliers on requirements for formula, texture, finish, and scent, whether working from existing formulations or developing from scratch
- Own the sampling process end-to-end: evaluate, give feedback, iterate, approve
- Manage packaging development alongside formula, covering sourcing, briefing, and quality approval
- Apply sound commercial and aesthetic judgment to determine product readiness for launch
Supplier & Operations
- Build and manage relationships with manufacturers, packaging suppliers, and logistics partners in Thailand and regionally
- Negotiate pricing, MOQs, and lead times; keep cost structures within target margins
- Track production timelines and flag risks before they become problems
Go-to-Market & Comms
- Develop and execute the GTM plan for launch, covering channel strategy, content calendar, KOL/influencer direction, and campaign planning
- Produce creative briefs that are precise and actionable for the design and content team
- Demonstrate deep familiarity with how Gen Z beauty consumers discover, evaluate, and purchase across TikTok, Instagram, and e-commerce platforms
- Own the comms voice across all digital touchpoints
Requirements:
- 5–6+ years of experience in beauty brand building or product marketing; experience must be within the beauty industry
- Experience in beauty product development, brand positioning, or supplier management is strongly preferred
- Proven track record of launching at least one product or brand end-to-end
- Strong product instinct with deep familiarity with the beauty market, including the ability to evaluate formulations, textures, and formats against both trend and commercial potential
- Clear, confident writer with a natural grasp of brand voice and consumer communication
- Experienced in supplier communication, including precise briefing, quality feedback, and timeline management
- Strong understanding of Gen Z beauty consumer behaviour across digital and social commerce channels
- Highly self-directed with the ability to manage multiple workstreams independently
- English working proficiency required
Nice to Have:
- Existing relationships with ODM suppliers or packaging houses in Thailand
- Experience managing KOL or creator partnerships
- Personal presence on beauty-related social channels
- Experience with TikTok Shop, Shopee, or Lazada as a seller or brand operator
What This Role Is (and isn’t)
This is a builder role with broad scope and limited hierarchy. Design support is in place, but this person will operate with a high degree of autonomy: setting direction, making decisions, and taking accountability for outcomes from day one. It suits someone who has the experience to work without a playbook and the drive to build something of lasting value.
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