At Hegen, we redefine the parenting experience with award-winning innovations tailored for mothers and their little ones. As a trusted brand in mother and baby products, our mission is to empower mothers in their breastfeeding journey and ease the transition into parenthood through meaningful products and services. Recognised as one of Singapore’s top 10 fastest growing companies, Hegen takes pride in creating practical solutions that combine thoughtful designs with functionality and sustainability for time-strapped parents.
About the Role
The Senior Marketing Manager is a key leadership role responsible for driving Hegen’s brand growth through integrated 360° go-to-market (GTM) strategies, creative direction, and consumer-first engagement. This role will lead the full marketing ecosystem, from brand storytelling and digital activation to campaign performance and cross-market alignment, ensuring every touchpoint builds both equity and impact.
The ideal candidate is an experienced marketer who combines creative flair with strong analytical skills and leadership acumen. You will work closely with cross-functional teams to deliver impactful campaigns, enhance brand storytelling, and build meaningful connections with our customers and partners.
Key Responsibilities:
1. Brand & Creative Leadership
- Champion the development of first-in-class consumer engagement and brand campaigns that deliver measurable results and emotional resonance across all channels.
- Lead creative strategy and direction in partnership with the Creative team to ensure all assets reflect brand DNA, campaign objectives, and consumer insights.
- Guard and evolve brand equity by ensuring all communications, activations, and experiences consistently embody Hegen’s tone, purpose, and visual identity.
2. Integrated 360° GTM Strategy
- Develop and execute holistic GTM plans that integrate paid, earned, shared, and owned media to meet brand and commercial objectives.
- Build multi-channel campaign frameworks (digital, retail, PR, social, influencer, experiential) that deliver both awareness and conversion outcomes.
- Work cross-functionally with Commercial, Strategic Partnerships, International and E-Commerce to align marketing initiatives with business priorities and launch pipelines.
3. Digital, Social & Consumer Engagement
- Lead the content and social media strategy with a consumer-first mindset, ensuring storytelling that builds brand love and drives purchase intent.
- Partner closely with the US Marketing team to localize and amplify the brand’s digital and social presence for the US market.
- Identify emerging trends, platforms, and creator opportunities to strengthen brand relevance and reach.
4. Insights, Performance & Budget Management
- Develop annual marketing plans and manage marketing budgets (PR, social, digital, and commercial) to ensure efficiency and ROI.
- Use analytics and insights to evaluate campaign effectiveness against defined KPIs, optimize in real time, and inform future strategy.
- Prepare monthly reports on progress versus strategy, identifying key learnings and growth opportunities.
5. Cross-Market Synergy & Partnerships
- Ensure alignment of brand message, positioning, and creative expression across all international markets.
- Identify and build strategic partnerships (brands, communities, media, influencers) that expand Hegen’s reach and reinforce its advocacy for mothers worldwide.
- Manage agency and vendor relationships to deliver excellence in creative output and execution.
6. Leadership & Team Development
- Lead, mentor, and develop a team of high-performing, impact-driven marketers to deliver breakthrough campaigns with precision and heart.
- Foster a collaborative and agile culture within the marketing team, ensuring alignment with evolving business needs and brand ambitions.
7. Continuous Innovation
- Stay abreast of emerging tools, technologies, and cultural trends to identify white spaces and elevate Hegen’s brand relevance.
- Bring fresh creative and data-driven thinking to marketing challenges, ensuring the brand remains ahead of consumer expectations.
Requirements:
- Bachelor’s degree in Marketing, Communications, Business, or a related discipline.
- 8+ years of integrated marketing experience, preferably in FMCG, parenting, or lifestyle sectors.
- Strong command of creative direction, brand strategy, and consumer engagement.
- Proven track record in managing full-funnel campaigns and cross-functional GTM execution.
- Deep understanding of digital, social, and performance marketing analytics
- Inspirational leadership style with the ability to align teams around a clear vision.
- Strategic, data-driven, and emotionally intelligent with an ability to balance creativity with commercial acumen.
What we offer:
- A dynamic and fast-paced work environment that values creativity, collaboration, and innovation.
- The opportunity to shape and grow a leading brand with regional and global ambitions.
- Exposure to cross-functional projects that expand strategic and leadership capabilities.
- A supportive culture that encourages personal growth, career development, and continuous learning.
At Hegen, we are deeply passionate about building a purpose-driven, inclusive, and collaborative workplace where every team member is empowered to thrive. We believe in nurturing personal growth, providing meaningful challenges, and creating opportunities for career advancement at every stage of your journey with us.
Join us in realising our bold vision of impacting 100 million mothers worldwide through innovation, compassion, and excellence. If you’re inspired to make a difference and grow alongside a dynamic team, we would love to hear from you!
Apply now to embark on an exciting career with Hegen. Alternatively, you may submit your resume and cover letter directly to careers@hegen.com.