Job Description

About us

Love, Bonito is Southeast Asia’s leading womenswear brand, built with a mission to empower women to find confidence through style. Incorporated in 2010 in Singapore, we’ve since grown from a humble online startup into a multi-channel business with over 20 stores and counting across Asia and a thriving online presence.

For the next decade, we are looking to expand through new categories, markets, wholesale partnerships, and brand acquisitions. We are evolving into a next-generation regional consumer group — one that blends heart with performance, and creativity with technology.

At our core, we’re a team of builders, dreamers, and doers who believe culture is more than words on a wall — it’s how we show up every day. We move fast, stay curious, and take bold bets on ideas and people we believe in. Here, you’ll find a community that challenges you to grow, trusts you to lead, and celebrates you for being you. Together, we’re shaping the future of Asian brands — from right here in Southeast Asia, to the world.

Why join us?

At Love, Bonito, you’ll do more than just a job — you’ll help build a movement. We’re creating an organization that’s lean, bold, and full of heart — where every person has the space to make an impact. Here’s what you can expect:

• Purpose with performance We’re building a world-class Asian brand that competes globally. We hold ourselves to high standards and operate with purpose, integrity, grit and excellence. Join us if you take customer service excellence seriously and are passionate about creating real impact!

• Growth that’s real We are known to be incredibly dynamic and fast-paced. You’ll be expected to learn fast, stretch beyond your comfort zone, and work alongside people who challenge and support you in equal measure. Don’t join us if you’re looking for a comfortable, fully structured setup, but do join us if you’re excited to build, shape, and make an impact together!
• Culture at our core If you’re looking for a no-corporate-BS environment, you’ll fit right in. We lead with empathy, celebrate individuality, and believe that great work comes from trust, not titles. We believe in teamwork and effective collaboration - because when we run together, we go further. If this speaks to your values, come join us and be part of #TeamLB!

Join us as we redefine what it means to build an enduring global consumer group.

The role

This role owns Love, Bonito's commercial growth engine — the full funnel from customer acquisition through to conversion and retention. You are accountable for e-commerce revenue across all markets, the efficiency of every dollar spent acquiring customers, and the lifetime value of every customer we earn. You sit alongside the Senior Manager, Global Campaigns, Creative & Country Marketing, and together — with the Marketing Planning & Performance Manager — you cover the full marketing remit. This is one integrated commercial mandate: acquire, convert, retain.

Main responsibilities

Performance Marketing & Acquisition

• Own paid media strategy across all markets and channels — with a singular focus on new customer acquisiiton and CAC efficiency
• Manage total paid media budget and channel mix — allocate and reallocate in real time based on performance, not plan
• Lead the paid media team and external performance agencies — tight briefs, clear KPIs, no set-and-forget
• Drive SEO as a long-term earned channel alongside paid acquisition

CRM & Customer Retention

• Own CRM strategy end to end — segmentation, lifecycle flows, loyalty, email, push, and in-app
• Drive repeat purchase rate and customer lifetime value as north star metrics alongside CAC
• Ensure CRM and campaign activity are integrated — existing customers always treated differently from acquisition
• Track and report CRM revenue contribution weekly — CRM is a revenue driver, not a communications function

E-Commerce & Conversion

• Own e-commerce revenue and full e-commerce P&L across all markets
• Drive conversion rate optimisation across website and app
• Lead the e-commerce and marketplace team across all markets
• Partner with Technology on website and app product roadmap — prioritise features that directly impact conversion

AI, Martech & Automation

• Own the marketing technology stack — audit, consolidate, and drive commercial outcomes
• Automate what can be automated — CRM triggers, reporting, audience segmentation — free the team to focus on decisions
• Drive AI adoption across the team - champion this and educate wider team
• Evaluate and onboard new martech tools with discipline — every tool needs a clear use case and measurable outcome before adoption

Full Funnel Integration & Analytics

• Own the connection between acquisition, conversion, and retention — no handoff failures between paid, ecom, and CRM
• Build a unified weekly view of the full commercial funnel and use it to make fast reallocation decisions
• Drive a test-and-learn culture — structured experiments, clear hypotheses, fast read-outs
• Produce the commercial numbers that the Marketing Planning & Performance Manager synthesises into the CEO view

Requirements

Qualifications & Experience

• 6 - 10 years in growth, e-commerce, or performance marketing — owned a revenue number and a P&L
• Proven full-funnel ownership — paid acquisition, conversion optimisation, and CRM simultaneously
• E-commerce P&L experience non-negotiable — understands margin, returns, and fulfilment cost impact
• Strong analytical capability — builds own models, lives in dashboards, makes decisions from data
• Fluent in modern martech and actively using AI to drive efficiency and performance
• Southeast Asia market experience strongly preferred; consumer or fashion brand background preferred