AGM - International Marketing

Candidate will be responsible for crafting and executing KnitPro global brand strategy, community engagement and marketing communications. This includes overseeing trade marketing, influencer & community partnerships, product launches, content, events and campaigns across key global markets.

This is a strategic leadership role combining brand vision with hands-on execution to deepen consumer love, grow market share, and drive long-term brand equity.

Key Responsibilities:

1. Global Brand Strategy & Management

• Define and drive the global brand positioning for KnitPro as a premium lifestyle and craft brand.
• Develop annual and multi-year marketing strategy aligned with international business goals.
• Maintain consistency in brand identity across all markets, channels and customer touchpoints.
• Translate business strategy/plans into financial/ bottom-line impact through effective marketing and promotion of products lines.
• Identify and interface with advertising/communication agencies to execute branding, promotion/advertising campaign and ensure adequate coverage.
• Content development and creative planning to execute the advertising plans in line with the overall marketing strategy.
• Conceptualize the new product development and launch including coordination with various departments to undertake development activities in packaging, designing, etc.

2. Marketing Campaigns & Communication

• Plan and oversee 360 marketing campaigns: digital, print, social media, Catalogues, PR and events.
• Lead global product storytelling including packaging, creative concepts, brand guidelines and messaging frameworks.
• Manage brand presence at international trade shows, knitting expos and community events.

3. Community & Influencer Engagement

• Build and nurture a global community of creators, knitting influencers, designers and content creators.
• Launch and scale global ambassador or creator programs.
• Develop partnerships with influencers, guilds, online forums and craft organizations.

4. Digital & Social Media Marketing

• Oversee all social platforms (Instagram, Pinterest, YouTube, Facebook, etc.) with localized strategies.
• Manage performance marketing in coordination with e-commerce team (SEO, paid ads, email, Website).
• Supervise content strategyvideo tutorials, maker stories, behind-the-scenes, etc.

5. Product Launches & Go-to-Market

• Own the marketing planning for global product launchesfrom naming and packaging to campaign rollouts.
• Work closely with product, design and sales teams to ensure alignment and market readiness.

6. Trade & Channel Marketing

• Support B2B distributors and retail partners with co-branded marketing assets and trade campaigns.
• Create and distribute product catalogues, POS materials and training content globally.

7. Team Leadership & Cross-Functional Collaboration

• Build and lead a high-performing global marketing team (internal + agency partners).
• Collaborate closely with Sales, Product Development, E-commerce, Operations and Design teams.

8. Marketing Analytics & Budgeting

• Track performance of campaigns and channels using data insights and analytics tools.
• Manage and optimize the global marketing budget; ensure high ROI and cost-efficiency.