Marketing Lead Global

Job description

This is a high-impact, founder-proximate leadership role focused on one thing: taking Lenskart from a well-known eyewear company to an iconic global brand. You will be the architect responsible for transforming how the world perceives, talks about, and emotionally connects with Lenskart moving us from category leader to cultural phenomenon. Your mission is to bridge the gap between cutting-edge AI-powered marketing and exponential global brand growth. You will define and deliver the system that ensures we show up with the right story, in the right format, in the right culture, at the right moment maximising brand love, customer acquisition, and revenue impact across every market we operate in. Lenskart is already a $1 billion revenue company. 2,500+ stores across India, Southeast Asia, the Middle East, Japan, and the US. 40M+ customers. A vertically integrated, tech-first model that designs, manufactures, and delivers eyewear end-to-end. Now we're going after the next 10x. This role is based in Thailand and owns brand and marketing strategy across all Lenskart markets globally India, Southeast Asia, the Middle East, Japan, and the US.  🔑 Core Mandate: Brand Transformation & Business Growth Build a Cult Global Brand (The Builder's Focus) Brand Visionary: Own the strategic vision and execution for taking Lenskart from a known eyewear brand to an iconic, cult brand one that creates virality, drives style statements, and makes eyewear a fashion-first category globally. Portfolio Architecture: Define and evolve brand positioning for Lenskart and its portfolio brands (John Jacobs, Aqualens) across every market we operate in ensuring local cultural resonance without sacrificing global brand coherence. Cultural Ownership: Build a brand that doesn't just sell eyewear but owns the conversation around vision, style, and self-expression for the next billion consumers globally. 2. Social-First, Culture-First Content Engine (The Distribution Focus) Platform-Native Creative: Build and scale a content engine natively built for TikTok, Instagram Reels, YouTube Shorts, and whatever platform emerges next, across every market. No repurposed TV ads. No committee-approved creative. Creator Ecosystem: Build creator and influencer ecosystems across every market from mega-influencers to nano-creators, from artists to athletes with a programmatic, data-driven approach to partnerships. Community-Led Growth: Make Lenskart a brand that Gen Z and Millennials don't just buy from they talk about, create with, remix, and feel part of, in every geography. 3. AI-Powered Marketing 10x Faster, 10x Smarter (The Leverage Focus) Non-Negotiable: This is not a role for someone who is "exploring AI." You will leverage AI better than anyone else in the industry and build a marketing function where AI is the operating system, not a tool. AI Creative Engine: Deploy generative AI to produce content at a scale and speed no traditional team can match dynamic creative variants, AI-generated ad copy, personalised visual assets, and simultaneous multi-market campaign launches. Intelligent Targeting & Personalisation: Build AI-powered audience segmentation, predictive targeting, and real-time personalisation systems across markets. AI-Driven Performance Systems: Implement automated bidding strategies, AI-generated creative optimisation loops, and LLM-powered campaign intelligence that continuously learns and improves ROAS without manual intervention. Tech-Enabled Marketing Stack: Own the architecture of a world-class marketing tech stack CDP, AI-native attribution, experimentation platforms, virtual try-on, computer vision for product discovery all wired to a single source of truth. Force Multiplier Mindset: We are not building a 200-person marketing department. We are building a lean, AI-powered marketing machine that operates at the output of one many times its size. 4. Numbers-Driven Performance & Growth (The Business Focus) Marketing P&L Ownership: Own the full marketing P&L and business plan across all markets. You're not just a creative leader you're accountable for CAC, LTV, ROAS, and incrementality across every channel and geography. Experimentation at Scale: Drive a relentless test-and-learn culture. We expect 100+ experiments a quarter, not 10. Omnichannel Integration: Drive integrated online-to-offline marketing that bridges digital channels with 2,500+ physical stores globally, creating a seamless consumer journey from first impression to in-store conversion. 5. Multi-Country Playbook & Global Scale (The Global Focus) Localised GTM: Develop localised go-to-market strategies for each market while maintaining a unified global brand playbook. What works in India won't copy-paste to Dubai, Bangkok, or Tokyo and you get that intuitively. Global Remit, Regional Base: Based in Thailand, you'll set and drive brand strategy across India, Southeast Asia, the Middle East, Japan, and the US with Southeast Asia as a natural anchor market given your location, while carrying full accountability across the global portfolio. New Product & Category Launches: Own the marketing engine for new product introductions across all markets from category creation moments to viral launch campaigns. The Essentials Experience: 10+ years in marketing, with at least 3–5 years in a senior leadership role at a high-growth D2C or consumer-tech brand. You've scaled at least one iconic brand something that went viral, became a style statement, and captured cultural attention. AI & Technical Fluency: You've built or managed an AI-native marketing stack. Not experimented with AI for copy actually deployed AI systems at scale for creative, targeting, or personalisation. Multi-Country Track Record: Multi-country experience is non-negotiable. You've led marketing across at least 2–3 international markets and understand the nuance of cultural adaptation vs. global consistency. Experience across Southeast Asia specifically is a strong plus. Education: Bachelor's or Master's degree in Marketing, Business, or a related field or equivalent exceptional experience. The Mindset Culture Before Category: Obsessively plugged into global cultural currents K-pop, streetwear drops, gaming culture, regional memes, emerging aesthetics. AI as Superpower, Not Buzzword: You see AI as the most powerful leverage a marketer has ever had. Aesthetic Rigour + Data Rigour: You notice the font, the colour palette, the spacing and back every creative decision with data. Builder, Not Maintainer: You thrive in ambiguity and are energised by 0-to-1 problems as much as scaling what works. 10x Thinker: You don't optimise for 10% improvements you think 10 times better, 10 times faster. Founder-Friendly: Comfortable working closely with a hands-on Founder-CEO, moving fast, and making decisions with imperfect information.