We are seeking a well-rounded and results-driven Marketing Manager to manage the organisation’s branding, communications and promotional campaigns, able to implement marketing strategies for How I Care company with ownership over promotions and awareness of How I Care products. 

This role is more than managing day-to-day marketing activities. We are looking for a Marketing Manager who can rebuild and strengthen our marketing function, bringing clarity, structure and consistency across all marketing efforts.

You will lead a team of three to five marketing members and be responsible for creating a high-performing marketing department with clear processes, measurable outcomes and strong collaboration.

Working closely with the CEO, you will develop and execute marketing strategies that increase brand awareness, grow our online community and convert engagement into sustainable business growth.

Success in this role means more people know who How I Care is, understand what we stand for and actively engage with our products, programmes and community.

The ideal candidate will be someone innovative, resourceful using various forms of business intelligence and information to identify key trends and develop successful marketing programmes.   

Also, enthusiastic in sharing the power of journaling with others, advocating for mental wellbeing and able to be building a strong connection with our audience.

Be responsible for the implementation of multi-channel marketing strategies, in charge of managing all social platforms (inclusive of community engagement), with clear deliverables in brand engagement and visibility.  

If you are a creative thinker, skilled storyteller and results-driven marketer, we would love to meet and talk to you! 

The primary objective of this role is to significantly increase awareness of the How I Care brand, establish a strong and engaged online community, and convert that awareness into sustainable growth across our educational programmes, workshops and retail products.

Key Responsibilities

Marketing Strategy & Brand Leadership

• Develop and execute the overall marketing strategy aligned with the company's vision and business objectives.
• Lead the repositioning and strengthening of the How I Care brand across all customer touchpoints.
• Ensure consistency in brand identity, messaging, storytelling and visual communications.
• Develop annual and quarterly marketing plans with measurable KPIs.
• Build scalable marketing systems, workflows and processes to improve team efficiency and effectiveness.
• Identify opportunities for innovation, partnerships and new marketing initiatives.

Digital & Social Media Marketing

·      Manage and grow our presence for our brands on Instagram, LinkedIn, TikTok, Facebook, etc. ensuring high engagement and growth of respective channels. 

·      Strong writing skills and ability to create compelling copy for different channels 

·      Produce high-quality reels, infographics, photography and video content.

·      Create comprehensive and visually appealing content using Canva or Adobe Suite. 

• Develop content strategies that drive meaningful engagement, community growth and brand advocacy.
• Oversee the content calendar across all digital platforms.
• Analyse platform performance and optimise content based on insights and analytics.
• Grow our social media presence with the objective of establishing How I Care as a leading voice in wellbeing, journaling and self-awareness.

Community Management & Engagement: 

·      Build and maintain a vibrant journaling community, both online and offline.

·      Host or support journal-related events, challenges and wellness campaigns.

·      Encourage feedback and collect user stories to shape marketing direction.

• Develop brand ambassadors, influencers and strategic partnerships aligned with the How I Care mission.
• Build long-term relationships with schools, educators, mental wellbeing advocates and community partners.

·       

Merchandise & Product Development

·      Support development and promotion of branded merchandise and educational products.

Product Marketing & Commercial Growth

• Develop go-to-market strategies for new journals, card games and lifestyle merchandise.
• Plan and execute product launch campaigns.
• Increase product awareness and drive online and offline sales.
• Work closely with internal stakeholders to translate customer insights into future product improvements.

·       

Performance Marketing & Analytics

• Monitor and report on key marketing metrics including reach, engagement, website traffic, lead generation and sales conversion.
• Develop dashboards and reports to evaluate campaign performance.
• Optimise marketing spend based on ROI.
• Make data-driven recommendations to improve marketing effectiveness.

Budget Management

·      Propose and manage marketing budgets to ensure optimal allocation of funds and ROI. 

SEO & Paid Ads

·      Implement and optimise SEO strategies and Google Ads campaigns to enhance online visibility. 

Campaigns and Event Management

·      Design, implement and manage marketing campaigns across various platforms (digital, print etc.)

·      Plan and execute marketing activations such as pop-up events and school workshops. 

Team Leadership

·      Manage and mentor marketing members, delegate tasks and foster optimum collaboration amongst members.

• Lead, coach and develop a team of three to five marketing professionals.
• Set clear goals, responsibilities and performance expectations.
• Foster accountability, collaboration and continuous improvement within the team.
• Build a culture of creativity, ownership and excellence.
• Review team performance and provide regular feedback and development opportunities

·       

Market Research

·      Analyse market developments to identify key trends, consumer/user behaviour and propose applicable marketing decisions. 

Success Measures

Success in this role will be measured through:

• Growth in overall brand awareness.
• Growth in social media audience and engagement.
• Increase in website traffic and qualified leads.
• Growth in sales of journals, card games and lifestyle merchandise.
• Successful execution of campaigns and product launches.
• Strong relationships with schools and strategic partners.
• Development of an organised, high-performing marketing department.
• Achievement of agreed marketing KPIs and ROI.

Qualifications & Skills

·      A marketing professional with a strong creative mindset and entrepreneurial spirit.

·      Ideal personal interest in journaling and promoting wellbeing through reflective practices.

·      Minimum 3-5 years’ experience in marketing activities (preferably in wellness or education sectors).

·      With at least 2 years in a leadership or team management role.

·      Proven experience running successful digital and affiliate campaigns.

·      Strong community engagement and robust communication skills.

·      Self-driven and able to manage multiple priorities independently.

·      Strong time management and budget controlling skills.

·      Highly creative with a proactive approach to problem-solving and campaign execution. 

·      Ability to work independently while also thriving in a collaborative team environment. 

·      Open to feedback and capable of following instructions effectively. 

·      Strong communication skills, both written and verbal. 

• Experience building or scaling a marketing function is highly advantageous.
• Experience in education, wellness, lifestyle or purpose-driven brands is preferred.
• Demonstrated ability to grow social media communities and translate engagement into measurable business outcomes.
• Strong understanding of branding, content marketing, digital marketing, SEO, paid advertising and analytics.
• Commercial mindset with the ability to balance creativity and business performance.

·       

Work hours

·      Weekdays between 09:00 and 17:30 hours

Other

·      Able to travel within the region as per company’s requirements and plans.

·      Attractive remuneration as well as employee overall benefits.