Sr. Specialist, Digital Brand Marketing

Overview

The Senior Specialist Digital Brand Marketing (International) will play a key role in supporting the execution of digital brand marketing initiatives across Organic Social Media, Digital Innovation (with a focus on Gaming), and Social Commerce (especially TikTok Shop). Reporting to the Senior Digital Brand Marketing and Communications Manager, this role will collaborate with global and local marketing teams to oversee & facilitate the development of projects and consumer-facing campaigns across international markets. This includes working directly with our T1 directly-operated markets as well as providing support to distributor markets across the world via our Distributor Marketing team.

The individual will act as a key connector between global strategies and local implementations, ensuring alignment, consistency, optimization and cultural relevance across channels and regions. The role will also aim to Identify opportunities for scaling successful initiatives across markets.

What You'll Do

1. Organic Social Media & Quick-to-Market Conten

• Support local market teams and agency partners in the activation of organic social campaigns across platforms.
• Assist with content planning, briefing, and optimization to drive engagement and visibility in local markets.
• Facilitate the coordination and sharing of content and best practices across markets.
• Monitor community management processes in collaboration with agencies and local market teams, ensuring responsiveness and brand tone adherence.
• Coordinate quick-to-market (QTM) social opportunities based on global toolkits or local trends, with support from social listening insights.
• Assist in assessing agency performance as well as KPI’s for our activities & channels

2. Digital Innovation & Gaming Activation

• Partner with the Global team to bring innovative digital ideas to life in international markets, focusing on gaming activations and new digital formats.
• Own the end-to-end execution of international gaming campaigns, including coordination with game publishers, localization of creative, and asset deployment.
• Track campaign timelines, delivery milestones, and support campaign wrap-up recaps and learnings.
• Identify local opportunities for innovation based on platform trends and consumer behavior.
• Lead the relationship with agencies we collaborate with on Digital Innovation projects.

3. Social Commerce (TikTok Shop Focus)

• Develop and maintain clear guidelines, toolkits, and playbooks to support local markets in executing Social Commerce campaigns, with a focus on TikTok Shop.
• Collaborate with local market teams, and agencies to align activation timelines, platform requirements, and creator engagement approaches.
• Support in the development of content briefs for Social Commerce-related campaigns, ensuring relevance to both platform and consumer behavior.
• Consolidate and analyze performance reports across regions; identify learnings and share optimization opportunities with internal stakeholders.
• Maintain strong understanding of platform capabilities, testing opportunities, and evolving best practices in Social Commerce — and proactively communicate relevant updates to regional teams.

4. Brand Activation Support & Coordinatio

• Collaborate with global, and local teams to implement brand marketing plans across digital touchpoints.
• Ensure that digital brand initiatives are executed in a timely and locally relevant manner.
• Coordinate the delivery, adaptation, and sharing of campaign assets and toolkits with internal and external stakeholders.
• Work with agencies and local teams to align on campaign timelines, deliverables, and activation milestones.
• Assist in maintaining visibility of market activity across regions to ensure alignment with global campaign plans.

5. Reporting & Insights Sharin

• Assist in consolidating regional campaign performance data and digital KPIs across priority areas.
• Summarize learnings and actionable insights for local and global teams.
• Maintain regular communication of digital trends, innovations, and content performance from international markets.
• Support the preparation of quarterly business reviews (QBRs) for key countries.

What You'll Bring to the Table

• Bachelor’s degree in Marketing, Communications, Digital Media, or a related field.
• Minimum 3 years of experience in digital marketing with a focus on organic social, gaming activations, or social commerce.
• Proven experience coordinating digital campaign activations across multiple stakeholders and markets.
• Hands-on experience with social media platforms and tools (e.g., TikTok Business Center, Meta Business Suite, Sprinklr, AirTable).
• Familiarity with TikTok Shop or other social commerce platforms.
• Experience in gaming and collaborating with game publishers / executing gaming-focused campaigns.
• Strong organizational and project management skills; able to track multiple workstreams and deadlines concurrently.
• Excellent written and verbal communication skills; fluency in English is required, additional language skills (Mandarin, Korean, or Japanese) are a strong plus.
• Highly collaborative, proactive, and culturally aware, with the ability to work effectively across geographies and time zones.
• Data-driven mindset, with the ability to interpret campaign metrics and extract insights.
• Positive attitude, team-oriented, and self-motivated with a strong sense of ownership and accountability.