📌 Core Information
🔹 Job Title: Head of Marketing APAC
🔹 Company: Emma – The Sleep Company
🔹 Location: Manila, Philippines
🔹 Job Type: Fulltime
🔹 Category: Marketing
🔹 Date Posted: June 6, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading strategic and operational marketing initiatives across Performance Marketing, Brand & Communication, and Webshop Excellence in the APAC region.
- Driving growth, cultural excellence, and operational rigor at the Manila office while collaborating with global marketing teams and regional stakeholders.
- Balancing rapid regional growth with consistent brand positioning, navigating diverse market dynamics, and aligning regional strategies with global marketing objectives.
- Optimizing performance marketing spend, enhancing webshop performance, and developing impactful brand and communication strategies.
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to thrive in a fast-paced, dynamic environment. The ideal candidate will have proven success in senior marketing roles within high-growth e-commerce or digitally native brands.
📋 Key Responsibilities
✅ Strategic Regional Leadership: Set and implement ambitious marketing strategies tailored to the diverse APAC market landscape, ensuring strong brand positioning, sustainable growth, and market leadership.
✅ Performance Marketing Excellence: Oversee digital performance channels, optimizing spend and maximizing ROI. Champion rigorous attribution modeling, incrementality tests, and continuous optimization aligned with global standards.
✅ Brand & Communication Oversight: Lead regional brand strategies and communication initiatives that drive brand awareness, preference, and loyalty. Ensure consistency and quality across all touchpoints.
✅ Webshop Excellence (E-commerce): Drive best-in-class customer experiences across our digital platforms. Leverage data-driven insights to continuously enhance conversion rates, customer satisfaction, and overall webshop performance.
✅ Cross-Functional Integration: Actively collaborate with global marketing teams, product teams, and regional stakeholders. Foster strong alignment, communication, and best-practice sharing between global teams and the APAC region.
✅ Leadership and Cultural Influence: Serve as a central leader within the Manila office, shaping an environment of accountability, talent density, and high-performance. Lead by example, setting standards of excellence and fostering professional growth among your teams.
✅ Data-Driven Decision Making: Champion a culture of measurement, analytics, and experimentation, driving decision-making based on robust data insights and predictive analytics.
ASSUMPTION: This role requires a strong understanding of the APAC market, with the ability to adapt marketing strategies to diverse cultural and economic landscapes.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field. An MBA is a plus.
Experience: Proven success in senior marketing roles, ideally within high-growth e-commerce or digitally native brands, managing multi-channel strategies.
Required Skills:
- Expertise in performance marketing, including paid media channels (search, social, affiliates, influencers), CRM strategies, attribution models, and budget optimization.
- Proven track record in developing and executing impactful brand and communication strategies with measurable outcomes.
- Demonstrated expertise in digital platforms, UX/UI principles, conversion optimization, and customer journey management.
- Strong analytical skills, comfortable using data analytics, dashboards, and advanced measurement tools to drive marketing effectiveness.
- Excellent leadership and interpersonal skills, capable of motivating teams, influencing stakeholders, and shaping a high-performing organizational culture.
- Fluent in aligning diverse stakeholders, from senior management to local teams, ensuring clarity, alignment, and effective execution.
Preferred Skills:
- Experience working in the APAC region.
- Fluency in local languages (e.g., Mandarin, Japanese, Korean).
- Knowledge of sleep industry trends and competitors.
ASSUMPTION: The ideal candidate will have a proven track record in leading marketing teams and driving growth in a dynamic, international environment.
💰 Compensation & Benefits
Salary Range: The salary range for this role is estimated to be between PHP 1,500,000 - PHP 2,500,000 per year (approximately USD 27,000 - USD 46,000), based on industry standards for senior marketing roles in the Philippines. This range may vary depending on the candidate's experience and qualifications.
Benefits:
- Health insurance and wellness programs
- Retirement plans
- Employee discounts on Emma products
- Opportunities for professional development and growth
Working Hours: Full-time position with standard office hours (Monday-Friday, 9:00 AM - 6:00 PM), with flexibility for remote work as needed.
ASSUMPTION: Salary and benefits packages may be subject to change based on the company's policies and the candidate's negotiation skills.
📌 Applicant Insights
🔍 Company Context
Industry: Emma operates in the manufacturing industry, specializing in sleep technology, mattress design and innovation, ergonomic sleep solutions, and sustainable sleep solutions. They also focus on e-commerce retail and global sleep wellness, with a strong emphasis on sleep research and insights.
Company Size: Emma is a mid-sized company with 1,001-5,000 employees, providing a dynamic and collaborative work environment where individual contributions can make a significant impact.
Founded: Emma was founded in 2015 and has since grown into the world's largest D2C sleep brand, available in over 35 countries with more than 25 stores across Europe.
Company Description:
- Emma is a global sleep brand committed to empowering customers to awaken their best every day through innovative, high-quality sleep comfort products.
- The company fosters a strong culture of collaboration, teamwork, and knowledge sharing, empowering employees to drive meaningful impact and continuous learning.
- Emma celebrates diversity, with Emmies from over 60 nationalities working across offices in Frankfurt, Lisbon, Manila, and Mexico City.
Company Specialties:
- Sleep Technology
- Mattress Design and Innovation
- Ergonomic Sleep Solutions
- Sustainable Sleep Solutions
- E-commerce Retail
- Global Sleep Wellness
- Sleep Research and Insights
Company Website: https://team.emma-sleep.com/
ASSUMPTION: Emma's commitment to diversity, collaboration, and employee growth makes it an attractive workplace for driven, innovative professionals.
📊 Role Analysis
Career Level: This role is a senior leadership position, reporting directly to the Global Marketing Director and overseeing regional marketing teams.
Reporting Structure: The Head of Marketing APAC will have regional marketing teams reporting to them, with dotted-line relationships to global marketing teams and other regional stakeholders.
Work Arrangement: This role is primarily on-site, with flexibility for remote work as needed. The Manila office serves as the regional headquarters for APAC operations.
Growth Opportunities:
- As Emma continues to expand in the APAC region, there may be opportunities for the Head of Marketing APAC to grow into a more global role or take on additional responsibilities within the company.
- The dynamic and fast-paced nature of the role provides ample opportunities for professional development and growth within the marketing function.
ASSUMPTION: The ideal candidate will be proactive in seeking out growth opportunities and taking on new challenges to drive their personal and professional development.
🌍 Location & Work Environment
Office Type: Emma's Manila office is a modern, collaborative workspace designed to foster creativity and productivity.
Office Location(s): Manila, Philippines
Geographic Context:
- The Philippines is a vibrant, multicultural country with a growing economy and a strong focus on consumer goods and services.
- Manila, the capital city, is a bustling metropolis with a diverse range of cultural, entertainment, and dining options.
- The city's tropical climate and proximity to beaches and natural wonders make it an attractive location for work-life balance.
Work Schedule: The standard workweek is Monday-Friday, with flexible hours and remote work options available as needed.
ASSUMPTION: The Manila office provides a dynamic and engaging work environment that supports the growth and success of its employees.
💼 Interview & Application Insights
Typical Process:
- Online application submission and resume screening
- Phone or video call with the HR team to discuss the role and assess cultural fit
- In-depth interviews with the Global Marketing Director and other key stakeholders to evaluate skills and experience
- Case study or presentation preparation and delivery to demonstrate strategic thinking and problem-solving skills
- Final round interviews with senior leadership to discuss career growth and expectations
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team management capabilities
- Cultural fit and alignment with Emma's values
- Expertise in performance marketing, brand building, and e-commerce
- Data-driven decision-making and analytical skills
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your strategic thinking, leadership, and marketing expertise.
- Prepare a case study or presentation demonstrating your ability to develop and execute impactful marketing strategies in the APAC region.
- Research Emma's company culture and values to ensure a strong fit and alignment with your personal and professional goals.
ATS Keywords: Marketing Leadership, Performance Marketing, Brand-Building, E-commerce, Strategic Thinking, Data-Driven Decision Making, Leadership, Communication, APAC, Regional Marketing, Global Marketing, Marketing Strategy, Marketing Execution, Marketing Excellence, Webshop Excellence, Customer Experience, Customer Journey, Attribution Modeling, Incrementality Tests, Continuous Optimization, Cross-Functional Integration, Stakeholder Management, Cultural Influence, Data Analytics, Marketing Effectiveness
ASSUMPTION: The interview process for this role is designed to assess the candidate's strategic thinking, leadership, and cultural fit, as well as their technical expertise in marketing and data analysis.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., HubSpot, Marketo)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
- Data analytics and visualization tools (e.g., Google Analytics, Tableau)
- Social media management platforms (e.g., Hootsuite, Buffer)
- Search engine optimization (SEO) and pay-per-click (PPC) management tools (e.g., SEMrush, Google Ads)
ASSUMPTION: The ideal candidate will have experience with a range of marketing technologies and be comfortable learning and adapting to new tools as needed.
👔 Cultural Fit Considerations
Company Values:
- Think big: Emma encourages employees to think ambitiously and push boundaries to drive innovation and growth.
- Take ownership: Emmies are empowered to take responsibility for their work and make decisions that drive meaningful impact.
- Collaborate: Emma fosters a strong culture of teamwork and knowledge sharing, with a focus on collective success.
Work Style:
- Data-driven: Emma relies on data and analytics to inform decision-making and drive marketing effectiveness.
- Dynamic: The company operates in a fast-paced, ever-changing environment, requiring employees to be adaptable and proactive.
- Inclusive: Emma values diversity and fosters a culture of belonging, with a commitment to creating an equal-opportunity workplace.
Self-Assessment Questions:
- Do you thrive in a dynamic, fast-paced environment, and are you comfortable adapting to change?
- Are you a strong communicator and influencer, capable of aligning diverse stakeholders and driving results?
- Do you have a proven track record of driving growth and excellence in senior marketing roles?
ASSUMPTION: The ideal candidate will be a strategic thinker, strong leader, and effective communicator, with a proven track record of driving growth and excellence in senior marketing roles.
⚠️ Potential Challenges
- Balancing rapid regional growth with consistent brand positioning across diverse APAC markets.
- Navigating complex market dynamics and regulatory environments in the APAC region.
- Aligning regional strategies closely with global marketing objectives while maintaining local relevance and cultural sensitivity.
- Managing a remote, distributed team with varying levels of experience and expertise.
ASSUMPTION: The ideal candidate will be proactive in identifying and mitigating potential challenges, with a strong focus on strategic planning and risk management.
📈 Similar Roles Comparison
- This role is unique in its regional focus and leadership responsibilities, with a broader scope than typical marketing manager positions but less global strategic oversight than a chief marketing officer (CMO) role.
- Compared to other regional marketing leadership positions, this role places a greater emphasis on performance marketing excellence and data-driven decision-making.
- Career progression in this role may involve moving into a more global marketing leadership position or taking on additional responsibilities within the company.
ASSUMPTION: The ideal candidate will have experience in regional marketing leadership roles and be comfortable navigating the unique challenges and opportunities of the APAC market.
📝 Sample Projects
- Developing and executing a regional marketing strategy that drives sustainable growth and market leadership in the APAC region.
- Optimizing performance marketing spend across multiple channels, with a focus on maximizing ROI and incrementality.
- Launching a new product or brand in the APAC market, with a comprehensive go-to-market strategy that includes performance marketing, brand and communication initiatives, and webshop excellence.
ASSUMPTION: The ideal candidate will have experience in developing and executing strategic marketing projects that drive growth and excellence in dynamic, international environments.
❓ Key Questions to Ask During Interview
- How does Emma support the professional growth and development of its employees, particularly in senior leadership roles?
- What are the key priorities for the first 90 days in this role, and how can I best contribute to driving success in these areas?
- How does Emma foster a culture of collaboration and knowledge sharing across its global offices, and what opportunities exist for cross-functional collaboration and learning?
- What are the most significant challenges facing the APAC region, and how can I best position Emma for success in this dynamic market?
- How does Emma measure and track the performance of its marketing initiatives, and what key performance indicators (KPIs) will I be responsible for managing in this role?
ASSUMPTION: The ideal candidate will be proactive in seeking out information and insights to inform their strategic planning and decision-making in the role.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your strategic thinking, leadership, and marketing expertise.
- Prepare a case study or presentation demonstrating your ability to develop and execute impactful marketing strategies in the APAC region.
- Research Emma's company culture and values to ensure a strong fit and alignment with your personal and professional goals.
- Follow up with the HR team one week after submission to inquire about the status of your application.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
