Hasaki ★ 2.0

Company Overview

Hasaki is a fast-growing beauty retail and omnichannel business from Vietnam, now building its U.S. expansion journey. The first phase focuses on California, where the team aims to validate store format, omnichannel execution, and a repeatable growth model for future scale.

Role Overview

Hasaki is expanding into the U.S. market, with California as the first launch phase. This role leads the overall marketing direction for the launch and scale-up journey, ensuring that every activity is tied to business goals, store-opening milestones, omnichannel growth, and demand generation.

This is not a channel-only role. The Global Marketing Lead / Manager is expected to turn business priorities into a clear 360° action plan, orchestrate cross-functional execution, and build a repeatable launch playbook for future stores.

Key Responsibilities

• Build the overall U.S. marketing strategy across pre-launch, launch, post-launch, and growth phases.
• Translate business objectives into clear marketing goals across the funnel: awareness, traffic, consideration, conversion, repeat, and store-visit intent.
• Lead and manage 360° launch plans for each store opening, campaign, and key retail moment.
• Own the master marketing calendar across paid media, content, creators/KOLs/KOCs, affiliate, CRM, livestream, events, in-store activation, and brand collaboration.
• Work closely with Digital, Content, Commercial, E-commerce, CRM, Store Operations, VM, and Merchandising to ensure marketing is aligned with inventory, pricing, promotions, store readiness, and execution reality.
• Partner with brand principals and commercial teams to build co-marketing plans, hero-SKU campaigns, launch activations, sampling programs, and joint-growth initiatives.
• Manage overall marketing budget allocation and prioritization based on business impact.
• Lead weekly campaign and business reviews to evaluate performance, identify issues, and drive action plans.
• Build and standardize launch playbooks that can be replicated across future stores and markets.
• Ensure all marketing execution runs as one coordinated growth engine rather than disconnected channel activity.

• 6+ years of experience in Marketing, preferably in retail, beauty, consumer, e-commerce, or omnichannel environments.
• Proven experience leading integrated marketing strategy rather than managing only one channel.
• Able to move between high-level planning and detailed execution follow-through.
• Strong understanding of full-funnel marketing, O2O/omnichannel growth, retail calendars, market entry, and launch orchestration.
• Strong business judgment and prioritization skills; able to focus on what drives real growth.
• Excellent stakeholder management, planning, coordination, and communication skills.
• Professional working proficiency in English.

Preferred Background

• Experience launching a new market, new store network, or omnichannel retail business.
• Background in beauty retail, pharmacy retail, lifestyle retail, or marketplace ecosystems.
• Experience working with agencies, distributors, brand principals, creator networks, or external partners.
• Strong systems thinking and playbook-building mindset.