Marketing Director

Job Overview

We are looking for a highly experienced and strategic Marketing Director to lead the overall marketing direction across our pawn shop and gold retail networks. This senior leadership position will be responsible for strengthening the brand, driving nationwide business growth, and transforming traditional retail operations into modern, data-driven, and customer-focused ecosystems.

The ideal candidate will bring 15–20 years of marketing leadership experience, strong knowledge of the Thai consumer market across different generations, and a proven track record of managing large-scale retail networks and delivering measurable business growth.

Key Responsibilities

• Strategic Marketing Leadership: Develop and implement comprehensive omnichannel marketing strategies that support overall business objectives across pawn shop operations and gold retail branches.
• Brand Development & Trust: Strengthen and modernize the company's brand positioning, building strong perceptions of trust, transparency, credibility, and financial reliability among local communities and customers.
• Integrated Marketing Communications (IMC): Lead nationwide marketing communication initiatives, integrating creative content, storytelling, media, and B2C communication channels to ensure consistent and impactful brand messaging.
• Traditional & Digital Marketing Integration: Connect conventional local marketing activities, such as flyers, branch promotions, and storefront activations, with digital platforms including social media, CRM, mobile applications, and other digital channels to engage both traditional and younger customer segments.
• Field & Trade Marketing: Develop and execute field marketing, trade marketing, and on-ground activation programs to increase customer engagement, branch traffic, and retail performance.
• Regional Marketing Strategy: Analyze local market trends, consumer behavior, and demographic data to develop location-specific marketing strategies that effectively respond to regional opportunities.
• Marketing Performance & Budget Management: Monitor marketing budgets, campaign effectiveness, ROI, and regional performance, continuously optimizing initiatives to maximize business impact.
• Leadership & Talent Development: Build and develop a high-performing marketing team through coaching, mentoring, capability development, and succession planning for future marketing leadership.

Qualifications

• Bachelor's degree or higher in Marketing, Business Administration, MBA, or a related field.
• 15–20 years of experience in marketing, with at least 8–10 years in senior marketing leadership positions such as Marketing Director, Head of Marketing, or equivalent.
• Strong expertise in brand strategy, corporate communications, integrated marketing, and full-funnel digital marketing.
• Extensive understanding of Thai consumer behavior, local market dynamics, and saving/spending patterns across different customer segments.
• Proven experience leading large-scale brand transformation, repositioning, digital transformation, or nationwide marketing campaigns that generated measurable improvements in customer traffic, engagement, and revenue.
• Strong capabilities in crisis communication and reputation management, with high emotional intelligence and the ability to manage sensitive situations within a retail financial environment.
• Established network and strong relationships with corporate partners, media and marketing agencies, and relevant retail/business associations in Thailand.
• Strong strategic thinking, commercial acumen, leadership capability, and the ability to translate marketing strategies into measurable business results.