Asia Thailand LIXIL (Thailand) PCL. Employee Assignment Not remote Full Time 3 August 2026
Primary Purpose
Own the full digital customer journey for the LIXIL brand portfolio in APAC — from first awareness through consideration, purchase and into advocacy — as a single, connected system rather than a set of disconnected campaigns, and set the regional digital media strategy and framework that governs how every market plans, buys and measures media. This role exists to build the digital infrastructure and always-on engine that shapes that journey end-to-end — driving discovery, shortening consideration, and converting demand across ecommerce, marketplace, retail, project/B2B and LEC showroom channels alike — and to bring modern, AI-enabled marketing capability into a region that is still largely running digital as episodic, market-by-market campaign bursts.
Responsibilities
- Own the APAC digital marketing strategy end-to-end across the full funnel: upper-funnel awareness and category education, mid-funnel consideration and comparison content, and lower-funnel conversion — including ecommerce, marketplace, DTC, retail activation support and project/B2B lead generation — for GROHE, American Standard and INAX.
- Set the regional digital media strategy and framework: define channel mix and investment principles by funnel stage and category, establish media planning and buying standards, agency and MarTech governance, and budget efficiency benchmarks that all markets operate against — replacing today's fragmented, market-by-market approach with one coherent regional framework.
- Act as the category's digital conversion architect: identify and systematically address the actual barriers to purchase at each stage (low product confidence, complex specs, installer/dealer gatekeeping, sparse pre-purchase content, fragmented online-to-offline handoff) rather than defaulting to any single channel or touchpoint as the fix.
- Build and continuously optimize the digital demand engine — SEO/SEM, paid and organic social, content platforms, marketplace presence and owned digital properties — so that discovery and consideration are always-on, not campaign-dependent, and are measured by their contribution to actual conversion, online and offline.
- Own conversion-stage digital experience across all commercial touchpoints — ecommerce checkout, marketplace listings, retail/dealer digital tools, project/specifier portals, and showroom-adjacent digital assets — ensuring a consistent, low-friction path to purchase regardless of where the customer ultimately transacts.
- Bring AI competency into the function as a core capability, not an add-on: deploy AI for customer insight and predictive lead scoring, personalization at scale across content and media, AI-assisted content and creative production for speed and market localization, conversational/AI-assisted sales support (e.g. chatbots, virtual product advisors), and AI-optimized media buying. Set the region's practical AI roadmap and vet where it drives real efficiency or conversion gains versus hype.
- Define and own full-funnel KPIs and attribution — from reach and engagement through lead quality, cost-per-acquisition, and conversion by channel — giving Category, Brand and Market leads a shared, trusted view of what digital is actually driving.
- Partner closely with the Leader, CX Journey and One CRM on a clean, jointly-owned handoff: Digital Marketing drives acquisition, consideration and conversion; CX/CRM drives post-purchase retention, loyalty and advocacy — with both functions aligned on a shared customer data and journey view so the funnel operates as one system.
- Partner with Brand Marketing and Space & Visual Experience to ensure digital content and journeys are on-brand and tiered appropriately (GROHE SPA/Shower/Core/Regional; AS/INAX positioning), and are coherent with in-person retail, project and showroom experiences.
- Build and manage the regional digital agency roster, MarTech/AdTech stack and budget; set briefing, testing and media efficiency standards markets can adopt without rebuilding capability locally.
- Act as the digital capability owner for market marketing leads, providing playbooks, tools and training so execution is consistent but locally adaptable.
Qualifications
- Bachelor's Degree in Marketing, Digital Media, Business or related field; MBA a plus.
- Minimum 10 years of experience in digital marketing, with at least 4 years in a regional or multi-market leadership role, ideally in consumer durables, FMCG, home/building products, or premium consumer goods with a considered-purchase, dealer-mediated sales model.
- Demonstrated experience owning full-funnel digital performance — not just top-of-funnel brand campaigns — with a track record of measurably improving conversion, not just traffic or engagement.
- Practical experience applying AI tools in marketing (personalization, predictive analytics, content generation, conversational AI, media optimization) with a clear point of view on where AI creates real commercial value.
- Fluency in CRM/MarTech ecosystems, with the strategic judgment to architect where digital marketing and CX/CRM intersect and reinforce each other — for example, using CRM data to sharpen targeting and retargeting, and feeding conversion signals back into the customer journey.
- Experience in APAC markets or strong exposure to multi-market, multicultural regional structures.
Required Skills
HARD SKILLS
- Strong command of full-funnel digital marketing: SEO/SEM, paid social and programmatic, content strategy, ecommerce/marketplace operations, marketing analytics and attribution.
- Working knowledge of AI-enabled marketing tools and platforms (personalization engines, predictive lead scoring, generative content tools, conversational AI/chatbots, AI media buying) and ability to evaluate and integrate them into the MarTech stack.
- Demonstrated ability to design and run a connected funnel architecture (awareness → consideration → conversion → handoff to retention) with clear KPIs at each stage.
- Working knowledge of CRM/marketing automation platforms sufficient to design clean handoffs with the CX/CRM function.
- Budget, MarTech stack and agency management experience across multiple markets simultaneously.
Soft Skills
- Strategic, systems-level thinker who sees the customer journey as one connected funnel and can diagnose which stage is actually constraining conversion for a given market or category.
- Strong influencing skills to drive one regional media framework and consistent full-funnel standards across nine markets with different levels of digital maturity.
- Data-fluent and AI-curious: able to read a performance dashboard, evaluate an AI tool's real commercial value, and translate both into a resourcing or channel decision.
- High ownership mindset, comfortable building a function, its media framework and its capability set largely from scratch.
