Chief Marketing Officer (CMO) - Gold Melting

Chief Marketing Officer (CMO)

Location Bangkok, Thailand

Reports to President / Chief Executive Officer

Level Executive Team member



ABOUT THE COMPANY

Our client is a retail operator in Thailand's gold and jewelry sector, running a multi-branch network with a large, active customer base. The business is currently restructuring to support its next phase of growth, elevating marketing into a core pillar of the organisation reporting directly to the CEO.

WHY THIS ROLE

• A seat on the Executive Team, shaping company direction alongside the CEO and founders — not a purely execution role.
• Build the marketing function from the ground up — team structure, processes, and tooling are yours to design.
• Direct ownership of P&L impact through demand, conversion, loyalty, and marketing ROI.
• A business with real footfall and a substantial customer base, giving genuine scope for data and customer insight work.
• Greenfield scope to build a data-driven, AI-enabled marketing function from the ground up rather than inherit legacy processes and tooling.

KEY RESPONSIBILITIES

1. Marketing Strategy & Business Growth

Define the company's marketing vision, strategy, and direction to drive business growth. Translate customer insight into actionable plans that deliver measurable results.

2. Brand Strategy & Brand Management

Build and manage a strong brand. Drive brand awareness, image, and consistency across every customer touchpoint.

3. Customer Experience, Omni-Channel & Customer Insight

Own the end-to-end customer experience across an omni-channel model, connecting in-store and online journeys, and act as the Voice of Customer at executive level.

4. Campaign, Integrated Communication, CRM & Loyalty

Lead integrated campaign and communications strategy, 360-degree customer relationship management, and loyalty and retention programmes.

5. Marketing Investment, ROI & Leadership

Manage the marketing budget and investment for maximum return, while leading, developing, and scaling the marketing team.

6. Data-Driven & AI-Enabled Marketing

Build the customer data foundation and embed AI across the marketing workflow — segmentation and personalisation, campaign and media optimisation, demand forecasting, content production at scale, and performance measurement. Set the roadmap for adopting AI tools across the team and shift decision-making from intuition to evidence.

SUCCESS MEASURES

• Sales and revenue growth on target, with improved traffic, conversion, and repeat purchase
• Brand health and brand equity strengthened; awareness and brand image lifted to target
• CX score and customer satisfaction up; complaints reduced
• Improved campaign effectiveness, digital performance, loyalty, retention, and engagement rates
• Marketing ROI / ROMI and budget control delivered against the company's strategic objectives
• Marketing decisions grounded in customer data, with measurable efficiency and productivity gains from AI adoption across campaign, content, and analytics workflows

QUALIFICATIONS

Required

• Bachelor's degree or above in Marketing, Business Administration, Communication Arts, or a related field
• Minimum 15 years of marketing experience
• At least 5 years at senior marketing leadership level (CMO / EVP / VP)
• Background in retail or another high-customer-volume business
• Expertise across Marketing & Brand Strategy, Customer Experience, Omni-Channel & Digital Marketing, CRM & Customer Insight, Data Analytics, Budget & ROI
• Demonstrated use of data and analytics to drive marketing decisions, and practical familiarity with AI tools applied to marketing — personalisation, content, media optimisation, or forecasting

Preferred

• Master's degree / MBA
• Track record of building or restructuring a marketing function in a transforming organisation
• Experience implementing a customer data platform (CDP), CRM, or martech stack
• Strong English communication

Core Competencies

Strategic thinking | Business acumen | Strategic brand building | Customer focus and data-driven decision making | Innovative and creative thinking | Openness to AI and new technology