Brand Development
1 • Lead the brand planning process including definition of consumer target, development of marketing mix and tactics on the how/when/where the brand interacts with the consumer while encouraging trial and purchase
2 • Guide and develop brand look and feel across all marketing touchpoints (email, social, web, etc.)
3 • Create messaging strategies specifically for key segments
4 • Refine/update all standard messaging, positioning, and collateral

Research
1 • Own on-going customer insight and analysis for our free consumer products, feeding this back into all marketing and organisational efforts to ensure the company remains in tune with consumer needs, pain points, and satisfaction
2 • Create a customer segmentation framework which monitors behaviours against defined metrics (retention, engagement, product purchases, etc).
3 • Maintain a strong understanding of category changes and competitive landscape

User Engagement
1 • Develop integrated consumer engagement strategy across all customer touchpoints
2 • Develop and manage cross-promotional strategy for company assets (apps, site, email, and social)
3 • Track audience data and incorporate data and learnings into our customer acquisition and lifecycle marketing strategies and campaigns

Monetisation
1 • Identify significant long-term opportunities based on research, analysis and a strategic view of the direction of the market
2 • Work with Business Manager to identify, design, and plan experiments to validate monetisation hypotheses
3 • Track and evaluate all monetisation tests

GROWTH:
Customer Experience & Growth
1 • Develop customer experience and growth goals that roll into marketing objectives
2 • Use both quantitative and qualitative analysis to identify key points of friction within the customer experience
3 • Collaborate with team to develop a product roadmap focused on growth initiatives prioritised by impact, confidence, and ease of execution
4 • Work with Product & Engineering teams to establish a cadence of user experience and growth initiatives balanced against ongoing product priorities
5 • Drive execution of growth initiatives from high-level ideation and planning to design, implementation, and evaluation
6 • Rigorously test, measure, and evaluate all growth initiatives
7 • Communicate learnings across organisation and leverage to inform marketing and product decisions

SUPPORT
As the company’s core executive, this is position will receive the following support,
1 • Chinese / English content writer and editor
2 • In-house graphic designer