Marketing Director

About ThunderWear Asia

ThunderWear Asia specializes in premium men’s and women’s essentials, focusing on underwear and socks designed with genuine comfort technology rather than marketing gimmicks. Their flagship brands—THUNDIES, SHOCKS, and T.G.I.F.—feature the Ballroom comfort system and the #nosquishzone guarantee. The company operates across Singapore and is expanding into Malaysia, Hong Kong, and Australia, with a confident, straightforward, and playful approach in an otherwise serious industry.

Role Overview

The Marketing Director will lead performance-driven marketing efforts, responsible for end-to-end campaign development, execution, data analysis, and optimization. This role demands a perfect blend of analytical skills and creative judgment to craft effective marketing strategies that convert across multiple regional markets.

Key Responsibilities

• Develop and execute performance marketing strategies on platforms such as Meta, TikTok, Google, and others, including campaign structures, audience targeting, budgeting, and bid management.
• Maintain and oversee the marketing calendar and campaign plans tailored to the distinct behaviors, price sensitivities, and cultures of Singapore, Malaysia, Hong Kong, and Australia.
• Manage Shopify website campaigns, UX/UI, and associated apps to optimize performance.
• Analyze campaign metrics (CAC, ROAS, CTR, conversion rates, LTV) to provide actionable insights beyond reporting.
• Lead collaboration with the marketing team to plan and implement campaigns with a strong, dependable voice.
• Work closely with content creators and designers to guide creative assets with detailed, performance-based feedback before launch.
• Drive traffic to social media platforms such as Instagram, TikTok, and the company website.
• Leverage AI tools to enhance marketing workflows, including ad copy generation, creative testing, audience insights, and campaign optimization for efficiency.
• Optimize the e-commerce funnel across company websites and marketplaces through conversion rate enhancements.
• Implement systematic A/B testing of creatives, audiences, offers, and landing pages to identify scalable successes.
• Identify new growth opportunities like live selling, TikTok affiliates, and influencer collaborations.
• Manage marketing budgets and provide transparent reporting on spend effectiveness and growth directly to founders.
• Continuously monitor regional platform trends, competitor activities, and emerging channels in all markets served.

Qualifications and Requirements

• Demonstrated success managing performance marketing campaigns for B2C businesses on platforms such as Meta, TikTok, SEO, answer engines, Shopify, and other e-commerce systems.
• Strong analytical aptitude combined with creative instincts to independently test, optimize, and iterate marketing initiatives.
• Proficiency in ad analytics and attribution, including tools like Ads Manager, GA4, and e-commerce dashboards, with the ability to translate data into strategic decisions.
• Expertise in allocating ad budgets appropriately throughout different stages of the marketing funnel.
• Practical experience utilizing AI marketing tools for creative generation, copywriting, insights, and automation.
• An intuitive eye for creative content with the ability to assess its potential performance and lead improvements through testing.
• Familiarity with consumer behavior, platform preferences, and competition across Singapore, Malaysia, Hong Kong, and Australia.
• Comfort with budget ownership and full accountability for return on investment, beyond mere activity metrics.
• Proactive, self-starting attitude with the capacity to establish marketing systems and processes within a lean team setting.

Preferred Experience

• Background in scaling brands across multiple Southeast Asian and Asia-Pacific markets simultaneously.
• Experience working with direct-to-consumer (DTC) brands.
• Knowledge of e-commerce platforms such as Shopify, Lazada, Shopee, or other regional marketplaces.
• Ability to consistently collaborate with content creators and creative teams on daily marketing efforts.