Marketing Lead

About Smartpaw

Smartpaw is a growing smart pet technology brand in Singapore. We distribute premium pet tech products - smart litter boxes, automatic feeders, pet fountains, and more - across Shopify, Shopee, TikTok Shop, and Lazada.

We're a small but fast-moving team, and we need a Marketing Lead to own our entire marketing engine. You'll manage our external ads partner, plan campaigns, build our influencer program, and lead event activations. You'll work directly with the founder.

What You'll Own

Paid Ads Strategy & Optimization

• Oversee and manage our external ads partner who handles day-to-day ad execution across Meta, Google, Shopee Ads, and TikTok Ads
• Set ROAS targets, review performance, and direct optimization - you're the strategist, he's the executor
• Approve budgets, creative direction, and audience targeting decisions
• Hold weekly performance reviews and ensure all channels hit their targets
• Allocate and manage the overall monthly ad budget across channels

Campaign Planning & Execution

• Plan and run all major sales campaigns end-to-end (GSS, 6.6, 7.7, 9.9, 11.11, Black Friday, Christmas)
• Create campaign briefs - promo mechanics, channel strategy, timeline, budget split
• Coordinate with our design VA on creative assets
• Brief ads partner on campaign-specific ad requirements
• Post-campaign analysis and learnings

Influencer / KOL Management

• Build and manage a pipeline of SG pet influencers (micro to mid-tier)
• Handle outreach, negotiate collaborations (gifting + paid)
• Brief influencers on content requirements and brand guidelines
• Track influencer performance and ROI

Events & Activations

• Plan and lead all on-ground activations - pet expos, pop-ups, roadshows, brand collaborations
• Own the event calendar: which events to attend, budget, and expected ROI
• Coordinate event logistics with our operations team (stock, booth setup, collateral)
• Be present on-ground to represent the brand, demo products, and engage visitors
• Run pre-event marketing (ads, email, social) and post-event reporting

Email Marketing (EDM)

• Build and manage Klaviyo flows (welcome, abandoned cart, post-purchase, win-back)
• Plan campaign email blasts aligned with sales calendar
• Grow and segment the email subscriber list

Reporting & Strategy

• Monthly marketing performance report (ads, campaigns, influencer, email, events)
• Recommend budget shifts based on what's working
• Flag underperforming channels early
• Identify growth opportunities across channels

What We're Looking For

Must-Have

• 2+ years experience in digital marketing - preferably in e-commerce or D2C brands
• Understands paid ads - you don't need to push buttons in Ads Manager daily, but you must know how to read performance data, set targets, and direct an ads partner for optimization
• Data-driven - you look at ROAS, CPA, CTR, and make decisions from numbers, not gut feel
• Event experience - you've planned or executed on-ground activations, pop-ups, or expos before
• Independent and self-driven - small team, no hand-holding. You own marketing end-to-end.
• Strong written English - for campaign briefs, ad copy direction, and influencer outreach
• Based in Singapore - able to attend events across the island

Nice-to-Have

• Experience managing external agencies or freelancers
• email marketing platform experience
• Influencer management experience
• Experience in the pet industry or lifestyle/consumer brands
• Familiarity with Shopify and marketplace platforms (Shopee, Lazada, TikTok Shop)

Compensation & Benefits

• Base Salary: 3,000-3,500/month (depending on experience)
• CPF: Full employer CPF contribution
• Performance Bonus: Up to 1 month bonus, based on annual performance against agreed KPIs
• Staff discount on all Smartpaw products
• Pet-friendly office at Trade Hub 21
• Full ownership of marketing - no layers, no bureaucracy
• Direct line to the founder - your ideas get heard and executed fast
• Growth path - as we scale, you build and lead the marketing team