Job Description
International Marketing Director 100-150K (Plus incentives)
Location: Bangkok, Thailand
Industry: Plastic Surgery / Aesthetic Healthcare
Reporting to: CEO / Managing Director
About the Role
We are seeking an experienced and commercially driven International Marketing Director to lead the development of the company's international business and build a new International Marketing function from the ground up.
This is a strategic leadership opportunity for a hands-on marketing leader who can define the international growth strategy, identify priority markets, build the team and operating model, develop the brand internationally, and ultimately drive international patient acquisition and revenue growth.
The successful candidate will work closely with the CEO, medical team, sales, customer service, and domestic marketing teams to position the organization as a leading destination for plastic surgery and aesthetic services in the region.
Key Responsibilities
- Build International Marketing Strategy
- Develop and execute the overall international marketing strategy aligned with business growth objectives.
- Identify and prioritize target countries, customer segments, and market opportunities.
- Develop market-entry strategies for priority markets, including market sizing, customer insights, competitor analysis, pricing, and channel strategy.
- Establish annual international marketing plans, budgets, KPIs, and revenue targets.
- Build the International Marketing Team
- Build the International Marketing function from the ground up.
- Define the organizational structure, roles, responsibilities, KPIs, and required capabilities.
- Recruit, develop, and lead a high-performing international marketing team.
- Establish clear collaboration between International Marketing, Sales, CRM, Content, Digital, and Medical teams.
- Develop processes and performance dashboards to measure marketing effectiveness and ROI.
- International Patient Acquisition
- Develop strategies to attract international patients for plastic surgery, aesthetic, and wellness services.
- Build acquisition channels across digital platforms, social media, search, influencers/KOLs, affiliates, travel partners, medical tourism partners, and strategic partnerships.
- Develop full-funnel customer journeys from awareness and lead generation through consultation, booking, treatment, and post-treatment engagement.
- Work closely with Sales/CRM to improve lead conversion and patient lifetime value.
- Brand & Market Development
- Establish a strong international brand positioning and value proposition.
- Localize brand communication, content, campaigns, and customer journeys for different international markets.
- Develop international content strategies across social media, websites, video, influencers, PR, and digital channels.
- Build relationships with international KOLs, creators, agencies, media, and strategic partners.
- Market Expansion
- Develop and manage market-entry plans for priority international markets.
- Evaluate potential opportunities across Southeast Asia, Greater China, Korea, Middle East, and other high-potential markets, based on market attractiveness and business feasibility.
- Establish partnerships with overseas agencies, medical tourism companies, travel operators, influencers, hospitals, clinics, and other relevant organizations.
- Develop localized campaigns and partnership models according to each market.
- Commercial & Performance Management
- Own international marketing budgets and ensure effective allocation of marketing investment.
- Establish measurable KPIs covering leads, CAC, conversion rate, booking value, revenue, ROAS, patient acquisition, and market growth.
- Analyze campaign and customer data to optimize marketing performance.
- Work closely with commercial teams to translate marketing activity into measurable business results.
- Cross-functional Leadership
- Partner closely with the CEO and senior management on international growth initiatives.
- Work with doctors and medical teams to translate medical expertise and treatment strengths into compelling international propositions.
- Collaborate with domestic marketing, sales, CRM, customer service, and operations teams to create a seamless international patient experience.
- Ensure all international communications and campaigns are aligned with relevant healthcare and advertising requirements.
Candidate Profile
- Bachelor's or Master's degree in Marketing, Business Administration, International Business, Communications, or related fields.
- 10+ years of marketing experience, with significant exposure to international or regional markets.
- Proven experience in building a new marketing function/team, launching new markets, or scaling an international business.
- Strong background in digital marketing, performance marketing, brand building, customer acquisition, and commercial strategy.
- Experience in healthcare, plastic surgery, aesthetics, beauty, wellness, hospitality, luxury, medical tourism, or other premium consumer services would be highly advantageous.
- Strong understanding of international consumer behavior and digital customer acquisition.
- Demonstrated ability to develop strategies while also being hands-on in execution.
- Strong leadership and team-building capabilities.
- Commercially minded with strong analytical and financial acumen.
- Excellent communication and stakeholder-management skills.
- Fluent English is required; additional Asian languages would be an advantage.
- Comfortable working in a fast-growing, entrepreneurial environment with significant ownership and autonomy.
Key Success Measures – First 12–18 Months
- International Marketing function and team successfully established.
- Clear priority-market strategy and market-entry roadmap implemented.
- International brand positioning and communication platform established.
- International acquisition channels launched and optimized.
- Strategic international partnerships developed.
- Consistent international lead-generation and conversion funnel established.
- Measurable growth in international patient leads, bookings, and revenue.
- Marketing ROI and performance dashboard implemented.
Why This Opportunity?
This is a build-and-scale opportunity for a senior international marketer who wants to create something rather than inherit an established structure.
The organization is expanding its business and has publicly stated ambitions to strengthen its position in Thailand and Southeast Asia while preparing for international market expansion.
Ideal candidate: A builder / growth marketer / international expansion leader rather than someone focused primarily on traditional brand marketing.
