Roles & Responsibilities

Strategic Marketing Leadership:

- Develop and execute integrated global and regional marketing strategies to strengthen brand visibility and drive qualified lead acquisition.

- Own and manage the complete marketing roadmap, ensuring alignment with organizational OKRs and long-term growth targets.

- Create frameworks for brand-building, demand generation, retention, and upsell/cross-sell initiatives.

Team Leadership & Culture Building:

- Lead, mentor, and inspire a multi-functional marketing team, including specialists across digital marketing, content, design, automation, and communications.

- Build a performance-driven, creative, and data-backed culture focused on ownership, innovation, and measurable outcomes.

- Guide team members through regular feedback, skill development, and growth planning.

Digital & Performance Marketing:

- Oversee all digital marketing initiatives including Google Ads, Meta Ads, SEO/AI-driven SEO, SEM, email workflows, partner marketing, and social media campaigns.

- Continuously refine targeting, bidding strategies, landing page flows, and creative execution to maximize ROI.

- Implement robust attribution and analytics tracking to identify high-performing channels and optimize CAC-LTV ratios.

Branding, Messaging & Global Adaptation:

- Develop the brand's positioning, narrative architecture, and messaging for various markets across APAC, SEA, Middle East, Europe, and the Americas.

- Ensure brand consistency while customizing content and communication for cultural nuances and regional preferences.

- Drive brand awareness campaigns, product storytelling initiatives, and thought-leadership activities.

Cross-Functional Collaboration:

- Work closely with Sales, Product, Customer Success, Operations, and Leadership teams to align marketing activities with business goals.

- Co-create value propositions, pricing strategies, and campaign frameworks supporting both inbound and outbound sales activities.

- Ensure marketing plays an active role across the entire customer lifecycle-from acquisition to onboarding to retention.

Budgeting & P&L Ownership:

- Plan, allocate, and manage marketing budgets efficiently across campaigns, channels, and regions.

- Track spend vs. return, optimize investments, and provide transparent financial reporting to leadership.

Content, Communication & Collateral Development:

- Lead content creation - blogs, newsletters, case studies, whitepapers, videos, product collaterals, and more - ensuring alignment with brand tone and market needs.

- Manage relationships with internal stakeholders, regional marketing teams, freelancers, and agencies.

Market Intelligence & Competitive Analysis:

- Conduct continuous research on emerging market trends, competitor strategies, customer behavior, and new technology adoption.

- Transform insights into actionable strategies for growth, product innovation, and market positioning.

Product Launches, Events & Partnerships:

- Plan and execute product launches, webinars, regional events, tradeshows, PR initiatives, and industry partnerships.

- Strengthen YCS's brand presence within the global hospitality SaaS ecosystem.

Collaboration with Yanolja Global Marketing Team:

- Work closely with the global Yanolja Group marketing team to synchronize regional efforts with global strategy, ensuring brand and messaging alignment across markets.

Reporting & Analytics:

- Prepare detailed monthly, quarterly, and annual performance reports for leadership.

- Present insights, learnings, and recommendations backed by strong data and analytics.

- Track and optimize key marketing KPIs including MRR, ARR, CAC, LTV, ARPA, RAOS, and funnel conversion metrics.

Key Competencies:

- Marketing Expertise in B2B SaaS: 5-10 years of proven experience in digital and strategic marketing (mandatory), preferably in hospitality tech.

- Leadership & Collaboration: Ability to lead a small team while aligning with cross-functional stakeholders.

- Performance Marketing: Strong knowledge of Google Ads, Meta Ads, HubSpot, Zoho, or similar tools.

- Content & Branding: Exceptional storytelling, creativity, and brand positioning capabilities.

- Analytical Strength: Ability to interpret dashboards, track ROI, and optimize strategies.

- Communication: Excellent written and verbal English; multilingual ability is a plus.

- Time Management: Skilled in managing multiple simultaneous projects.

- Ownership: A leader with hands-on execution skills - not just a manager.

Requirements:

- Bachelor's or Master's degree in Marketing, Business, or related fields.

- Minimum 5-10 years in digital marketing or brand leadership, with mandatory B2B SaaS experience.

- Proven track record in lead generation, campaign optimization, and marketing analytics.

- Strong understanding of SaaS metrics (MRR, ARR, CAC, LTV, RAOS, ARPA).

- Proficiency in CRM and marketing automation tools.

- Experience in hospitality SaaS (PMS, RMS, OTA tools, Channel Managers) is strongly preferred.

- Familiarity with Power BI, Tableau, Segment, or advanced analytics platforms