Head / Senior Marketing Manager

Carousell Group is the leading recommerce group in Greater Southeast Asia on a mission to inspire the world to start selling, and to make secondhand the first choice. Founded in August 2012 in Singapore, the Group has a leading presence in eight markets under the brands Carousell, Cho Tot, Laku6, Mudah.my, OneKyat, Ox Street, and Refash, serving tens of millions of monthly active users. Carousell is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, STIC Investments and Sequoia Capital India. 

As a team of passionate individuals working together to solve meaningful problems, there is so much more for you to discover in a career with Carousell. Our culture is made up of hiring, developing, and promoting people who embody our values of solving problems for our users; having a mission-first mindset; being relentlessly resourceful; caring deeply; and staying humble to constantly improve. Together as an organisation, we make magic happen.

About Mudah.my

Mudah.my is part of Carousell Group, the leading multi-category platform for secondhand in Greater Southeast Asia on a mission to make secondhand the first choice. Founded in August 2012 in Singapore, the Group has a leading presence in seven markets under the brands Carousell, Carousell Media Group, Cho Tot, Laku6,  LuxLexicon, Mudah.my, OneShift, REFASH and Revo Financial, serving tens of millions of monthly active users. Carousell is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, STIC Investments, 500 Global and Peak XV Partners (formerly known as Sequoia Capital India). Visit mudah.my for more information

1. Strategic Leadership & Vision

Define and Drive Integrated Marketing Strategy

• Co-Develop and execute marketing strategies that align with both platform-wide objectives and vertical-specific requirements.
• Co-create and maintain a long term (3 year) marketing vision aligned with the company's growth trajectory and market position.
• Build quarterly and annual marketing roadmaps that balance immediate performance needs with long-term brand building.
• Establish clear success metrics across the full marketing funnel at both horizontal and vertical levels.

Market Intelligence & Competitive Positioning

• Work with vertical leaders to define market segmentation and user profiling per vertical to inform tailored strategies, including specific differentiation strategy.
• Monitor competitive intelligence across each category to shape brand positioning and product marketing.
• Identify emerging market opportunities and threats, translating insights into actionable strategies.
• Collab with Product and Vertical teams to drive marketplace liquidity strategies, ensuring optimal supply-demand balance for each category.

2. Growth & Performance

User Acquisition & Growth

• Oversee integrated performance marketing across all channels (SEM, socials, display, affiliate, CRM etc).
• Work with vertical heads to design and improve of user acquisition funnels tailored to vertical-specific journeys.
• Work with Product and Verticals to identify and implement conversion rate optimization initiatives across the platform.
• Develop and scale new growth loops including referral programs, viral mechanics, and partnership-driven acquisition.

ROI Optimization & Budget Management

• Manage campaign-level budgets and provide input on spend efficiency and reallocations.
• Develop and own rigorous measurement frameworks including media mix modeling and attribution analysis.
• Continuously drive marketing efficiency through continuous A/B testing and experimentation.
• Maximize ROI through strategic partnerships with media, influencers, and platform partners.

3. Brand Building & Go-to-Market

Brand Strategy & Positioning

• Co-develop and evolve the master brand narrative with adaptive frameworks for each vertical and also for the platform.
• Support brand initiatives that build trust and relevance with targeted user segments.
• Champion brand consistency while enabling localized execution per vertical needs.
• Own the brand equity measurement and improvement initiatives.

Go-to-Market Leadership

• Support the GTM strategy and execution for new products and feature rollouts.
• Coordinate product launches with cross-functional teams ensuring market readiness.
• Develop messaging frameworks that support long-term differentiation in competitive landscapes.
• Oversee marketing calendar coordination across all verticals and campaigns.

4. Team Leadership & Organizational Development

Team Building & Management

• Lead and Work collaboratively within a cross-functional marketing team, supporting growth, content, CRM, and analytics initiatives.
• Recruit and develop junior team members.
• Implement AI-enablement initiatives to enhance team productivity and campaign effectiveness.
• Foster a data-driven, experimentation-focused culture within the marketing organization.

Cross-functional Collaboration

• Act as key connector between central marketing, category teams, product, and sales organizations
• Partner with vertical business owners and GMs to develop category-specific growth plans
• Collaborate with executive team to align marketing initiatives with overall business strategy
• Build strong relationships with regional and global stakeholders within the broader organization

5. Innovation & Digital Transformation

Marketing Technology & Innovation

• Lead the adoption of AI and machine learning tools for marketing optimization
• Drive marketing automation and personalization initiatives at scale
• Explore and implement emerging marketing channels and technologies
• Build capabilities in predictive analytics and customer lifetime value optimization

Strategic

• Systems thinking with ability to balance platform and vertical needs
• Data-driven decision making with strong analytical capabilities
• Innovation mindset with continuous learning orientation
• Global perspective with local market sensitivity

Operational

• Excellence in execution with attention to detail
• Agility in resource allocation and priority management
• Strong project management and cross-functional coordination
• Technology fluency and digital-first approach

Leadership

• Inspirational leadership with ability to influence without authority
• Strong communication skills across all organizational levels
• Cultural sensitivity and team development expertise
• Openness to change and ability to support team through transitions

Key Performance Indicators

Growth Metrics

• Monthly Active Users (MAU) growth by platform and vertical.
• New user acquisition cost (CAC) and payback period.
•  User retention rates (D7, D30, D90) by segment.
• Marketplace liquidity metrics (listings growth, transaction velocity).

Financial Metrics

• Marketing ROI by channel and campaign.
• Revenue contribution from marketing-driven initiatives.
• Marketing efficiency ratio (marketing spend as % of revenue).
• Customer Lifetime Value to CAC ratio (LTV:CAC).

Brand Metrics

• Operational MetricsBrand awareness and consideration scores
• Net Promoter Score (NPS) by vertical
• Share of voice vs. competitors
• Brand equity index

Operational MetricCampaign velocity and time-to-market

• Marketing qualified leads (MQL) to sales qualified leads (SQL) conversion
• Content engagement and viral coefficient
• Team productivity and AI-adoption metrics

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