DFI Retail Group

Job Purpose:

Lead the development and execution of Guardian Singapore’s digital, social and performance marketing strategies. Your goal is to drive brand awareness, traffic, omni-channel growth and consumer engagement. You will bring a strategic mindset and strong execution capabilities in digital and performance marketing. This role requires a hands-on, technically competent digital leader with strong performance marketing, analytics and mar-tech capabilities. You will collaborate closely with internal departments and external partners to strengthen Guardian’s position as the Leading Trusted Advisor for Wellness.

Main Duties and Responsibilities:

•          Digital Strategy & Performance Marketing

o   Own and drive the full-funnel digital marketing strategy, covering acquisition, engagement, conversion, and retention across online and offline touchpoints.

o   Translate business challenges and commercial priorities into robust digital marketing plans, optimisation roadmaps, and test-and-learn initiatives.

o   Plan and manage end-to-end digital campaigns across platforms (Search, Social, Programmatic Display, Remarketing, SEO) with a strong ROI mindset.

o   Oversee and optimise media performance across platforms (Google, Meta, Tik Tok, Xiao Hong Shu, YouTube etc) to maximise efficiency and impact.

o   Plan, execute, and optimise email marketing campaigns

o   Partner with cross function stakeholders to align digital campaigns with in-store promotions, product launches, and seasonal campaigns

o   Partner with eCommerce team to drive digital traffic to Guardian’s online store and omnichannel sales

o   Oversee digital agencies, campaign budgets to ensure efficient spend and strong ROI.

•          Media Planning

o   Manage the annual and campaign-level media planning across performance, awareness, and engagement objectives

o   Collaborate with Media agency to ensure efficient allocation of media budgets, optimize channel mix across platforms based on customer insights, business priorities, and ROI goals.

•          Analytics, Reporting & Stakeholder Engagement

o   Own digital performance measurement and analytics, leveraging platforms such as Google Analytics, dashboarding tools, and marketing automation systems.

o   Establish KPIs and measure effectiveness of all digital campaigns

o   Ensure accurate implementation and governance of tracking pixels, tags, and events across platforms and websites.

o   Ensure data, learning and ROI analysis from past marketing campaigns are reported back to the business

o   Act as a digital subject-matter expert and trusted advisor to the broader marketing and commercial teams.

•          Team Leadership

o   Provide thought leadership on digital trends, tools, and emerging technologies relevant to retail and omnichannel marketing

o   Lead and coach team members, contributing to the building of a high performance team

o   Maintain an open and collaborative team culture.

Requirements:

•                     5+ years experience in Digital Marketing with strong exposure to performance marketing and eCommerce‑driven environments

•                     A bachelor’s degree in Marketing, Business, Communications, or a related discipline.

•                     Proven track record of driving revenue growth, customer acquisition, and ROI through digital channels.

•                     Well versed in digital marketing metrics, measurement frameworks and technical implementation

•                     Strong communication skills with the ability to engage and influence a wide range of internal and external stakeholders.

•                     Initiative to keep up-to-date on digital marketing trends

•                     Ability to work in a performance driven marketing environment, multi-task and meet fast-paced timelines

•                     Experience in multi-channel retail, FMCG, or B2C organisations preferred.

•                     Highly analytical, commercially astute, and outcome‑driven.

•                     Strong strategic thinking combined with hands‑on execution capability.

Core Technical Skills

Expertise in :

•                     Paid Social & Programmatic platforms (e.g. Meta, Google DV360 or equivalents)

•                     Web & marketing analytics (Google Analytics 4 or similar)

•                     SEM & SEO (Google Ads, keyword optimisation)

•                     Conversion optimisation & A/B testing

•                     Strong understanding of tags, pixels, attribution models, and customer journey tracking.