Chief Marketing Officer (CMO)

1. Marketing and Branding Strategy
• Develop medium-term marketing strategies and annual/quarterly plans aligned with business strategy, revenue targets, and product portfolio priorities.
• Develop brand architecture, positioning, brand proposition, messaging system, and brand management principles for the company/product.
• Develop strategies for market and channel penetration; clearly define the roles of Brand, Product Marketing, and Performance Marketing.
• Advise the CEO and Board of Directors on customers, market, competition, trends, and growth opportunities.
2. Integrated Marketing Campaigns
• Directly lead the development of the big idea, campaign platform, and integrated Paid-Owned-Earned plan; ensuring both brand strength and impact on user behavior.
• Manage the entire campaign lifecycle: brief, insights, concept, media, production, launch, real-time optimization, and post-campaign review.
• Design campaign portfolios according to objectives: brand building, user acquisition, product launch, market entry, seasonal growth, and reactivation.
• Establish creative standards and quality assessment mechanisms; select and manage agencies/partners, negotiate scope, and evaluate effectiveness.
• Responsible for campaign budget effectiveness, contribution to brand lift, traffic, user acquisition, conversion, and revenue within the assigned scope.
3. Customer Insight, Brand Health, and Go-to-Market
• Build market research, social listening, customer insight, and brand tracking systems; translate data into decisions.
• Lead the go-to-market strategy regarding segmentation, positioning, messaging, launch plan, and channel plan; Product/BU owns the product decision-making and roadmap.
• Collaborate with Product, Data, and BU to understand funnels, conversion barriers, retention, and monetization; propose marketing-related experiments.
4. Performance, Data, and Budget
• Establish metrics and dashboards: awareness/consideration, share of search/voice, traffic, CAC, ROAS, conversion, Marketing ROI, and user quality metrics.
• Allocate and adjust budgets across brands, products, markets, and channels based on agreed-upon strategies, data, and performance thresholds.
• Develop testing discipline: clear hypotheses, baselines, test design, success/stop criteria, and scaling mechanisms.
5. Team Organization and Leadership
• Design a marketing operational model that aligns with the BU structure; clarify responsibilities between the Marketing Center, BU, Product, and Growth.
• Recruit, evaluate, develop, and succeed the team; build capabilities in Brand, Integrated Campaign, Product Marketing, Performance, Content/Creative, and Research.
• Establish processes for briefs, approvals, budget management, measurement, and post-campaign lessons learned.