Department: Global Expansion / Marketing
Reports to: Head of Marketing
Working Hours: Monday to Friday (8:30 AM – 5:30 PM), Saturday morning (8:30 AM – 12:30 PM)
Location: 568 Luy Ban Bich Street, Tan Phu Ward, Ho Chi Minh City, Vietnam
About Hasaki
Hasaki is one of Vietnam's leading beauty retail and omnichannel companies, currently expanding into the U.S. market. The first launch phase focuses on California, with the goal of validating store format, omnichannel operations, and a scalable growth model for future expansion.
About the Role
Hasaki is seeking a strategic and execution-driven Global Marketing Lead / Manager to lead the U.S. market launch and expansion journey. This role is responsible for building and driving the overall marketing strategy across launch phases, ensuring alignment between marketing execution, business priorities, store readiness, and omnichannel growth objectives.
The ideal candidate is capable of translating business goals into integrated 360° marketing plans, coordinating cross-functional teams, and building scalable launch playbooks for future market expansion.
Key Responsibilities
- Develop and lead the overall U.S. marketing strategy across pre-launch, launch, post-launch, and growth stages
- Translate business objectives into full-funnel marketing initiatives covering awareness, acquisition, conversion, retention, and store traffic growth
- Lead integrated 360° campaigns for store openings, retail activations, and key commercial moments
- Own the master marketing calendar across paid media, social content, influencers/KOLs, affiliate, CRM, livestream, events, in-store activation, and brand partnerships
- Collaborate closely with Digital, Content, Commercial, E-commerce, CRM, Store Operations, VM, and Merchandising teams to ensure operational alignment
- Partner with brand principals and commercial teams to execute co-marketing campaigns, hero SKU launches, sampling programs, and growth initiatives
- Manage marketing budget allocation and prioritization based on business impact and performance
- Lead weekly campaign and business reviews to monitor results, identify gaps, and drive optimization actions
- Build and standardize scalable marketing playbooks for future store launches and market expansion
- Ensure all marketing activities operate as one coordinated omnichannel growth engine
Qualifications
- 6+ years of experience in Marketing, preferably in retail, beauty, consumer, e-commerce, or omnichannel businesses
- Proven experience leading integrated marketing strategies across multiple channels
- Strong understanding of full-funnel marketing, omnichannel retail, market-entry strategy, and launch execution
- Strong business acumen, prioritization, and stakeholder management skills
- Excellent planning, coordination, and communication abilities
- Professional working proficiency in English
Preferred Qualifications
- Experience launching a new market, store network, or omnichannel retail business
- Background in beauty retail, pharmacy retail, lifestyle retail, or marketplace ecosystems
- Experience working with agencies, distributors, creator networks, or external business partners
- Strong systems-thinking and process-building mindset
What Success Looks Like
- Successful delivery of launch campaigns aligned with business and store-opening priorities
- Measurable growth in awareness, traffic, conversion, and customer retention across launch phases
- Development of a scalable and repeatable marketing framework for future U.S. expansion
Equal Opportunity Statement
Hasaki is committed to fostering a diverse, inclusive, and equitable workplace.
