About usLove, 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 We are currently only operating in Hong Kong but want to review our strategy for Greater China as a whole. This role owns the execution in HK while also playing a key role in establishing the GTM and priorities across Greater China - Hong Kong, Taiwan and Mainland China. Given that we are in the 0 to 1 phase, it will start as an individual contributor role and you will report directly to the CEO.Main Responsibilities1. Omnichannel Marketing - HK-firstExecute and drive performance for our existing HK business - marketing calendar, local campaign execution, partnership with retail team for store activations, BDManage paid and organic content per market, adapting channel mix to local platform realities Brief and manage local agencies, freelancers, and platform partners Lead content strategy, campaign execution, and community management on Chinese social/content platformsCollaborate effectively with HK peers - Retail Manager, Retail Trainer, Regional Merchandiser to grow our HK business2. Market Strategy - Greater ChinaContribute market and consumer input into the Greater China market plan Contribute to the commercial case for Taiwan market entry/expansion and China platform entry (Tmall, Taobao, RED, Douyin) in partnership with the BD teamDecide what to build locally vs. adapt from global campaigns per market3. Team & Stakeholder ManagementPartner up effectively with HK team with the singular mission to grow our business and build our communityCollaborate closely with HQ Marketing (Global Marketing & E-Commerce) to drive your market at least at the start as we have global resources available Stay aligned with global brand direction and campaign calendars but localize smartly, only where it moves the needleRepresent Greater China market needs into global marketing planningPartner closely with the BD team on Greater China GTM 4. Performance ReportingTrack, report and analyze performance Manage regional marketing budget with full accountability for allocation across marketsWhat success looks like in 6 monthsYou turnaround our HK business - identify needle-moving opportunities, prioritize ruthlessly, execute with excellenceYou partner effectively with our HK-based teamYou partner effectively with our BD team to develop a cohesive Greater China market plan with go/no-go decisions made. If China platforms are pursued: at least one platform live or in active onboarding, with a real commercial case behind itMain KPIsOmnichannel revenues and online P&LBrand awareness and customer acquisition What sets you apartYou are both a marketer and a swiss-army knife - this role is not purely marketing but has a BD and project management expectations tooYou may not be a fit for this role if you…Anyone who needs an existing playbook to move How we workClarity over complexityFewer, bigger betsHands-on, accountable leadershipOpen challenge, fast decisionsRequirementsQualifications & Experience6+ years in marketing, with regional (multi-market APAC or Greater China) ownershipDirect experience in at least two of HK/Taiwan/China; platform BD or commercial partnership experience for China specificallyNative or fluent Mandarin and English; Cantonese a strong plusComfortable owning ambiguity — Taiwan and China have no existing playbooks
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
We are currently only operating in Hong Kong but want to review our strategy for Greater China as a whole. This role owns the execution in HK while also playing a key role in establishing the GTM and priorities across Greater China - Hong Kong, Taiwan and Mainland China. Given that we are in the 0 to 1 phase, it will start as an individual contributor role and you will report directly to the CEO.
Main Responsibilities
1. Omnichannel Marketing - HK-first
- Execute and drive performance for our existing HK business - marketing calendar, local campaign execution, partnership with retail team for store activations, BD
- Manage paid and organic content per market, adapting channel mix to local platform realities
- Brief and manage local agencies, freelancers, and platform partners
- Lead content strategy, campaign execution, and community management on Chinese social/content platforms
- Collaborate effectively with HK peers - Retail Manager, Retail Trainer, Regional Merchandiser to grow our HK business
2. Market Strategy - Greater China
- Contribute market and consumer input into the Greater China market plan
- Contribute to the commercial case for Taiwan market entry/expansion and China platform entry (Tmall, Taobao, RED, Douyin) in partnership with the BD team
- Decide what to build locally vs. adapt from global campaigns per market
3. Team & Stakeholder Management
- Partner up effectively with HK team with the singular mission to grow our business and build our community
- Collaborate closely with HQ Marketing (Global Marketing & E-Commerce) to drive your market at least at the start as we have global resources available
- Stay aligned with global brand direction and campaign calendars but localize smartly, only where it moves the needle
- Represent Greater China market needs into global marketing planning
- Partner closely with the BD team on Greater China GTM
4. Performance Reporting
- Track, report and analyze performance
- Manage regional marketing budget with full accountability for allocation across markets
What success looks like in 6 months
- You turnaround our HK business - identify needle-moving opportunities, prioritize ruthlessly, execute with excellence
- You partner effectively with our HK-based team
- You partner effectively with our BD team to develop a cohesive Greater China market plan with go/no-go decisions made. If China platforms are pursued: at least one platform live or in active onboarding, with a real commercial case behind it
Main KPIs
- Omnichannel revenues and online P&L
- Brand awareness and customer acquisition
What sets you apart
- You are both a marketer and a swiss-army knife - this role is not purely marketing but has a BD and project management expectations too
You may not be a fit for this role if you…
- Anyone who needs an existing playbook to move
How we work
- Clarity over complexity
- Fewer, bigger bets
- Hands-on, accountable leadership
- Open challenge, fast decisions
Requirements
Qualifications & Experience
- 6+ years in marketing, with regional (multi-market APAC or Greater China) ownership
- Direct experience in at least two of HK/Taiwan/China; platform BD or commercial partnership experience for China specifically
- Native or fluent Mandarin and English; Cantonese a strong plus
- Comfortable owning ambiguity — Taiwan and China have no existing playbooks
There’s no glass ceilings here at Love, Bonito. We’re here to uplift women who are looking to shatter the stereotypical Asian narrative and that includes you. If you’re looking for a dynamic, no corporate-BS environment to learn, grow, and really make an impact, we could be the perfect fit for you! Love, Bonito is Southeast Asia’s largest direct-to-consumer, omni-channel womenswear brand. Since our founding in 2010, our core purpose is to celebrate and uplift Asian women, with apparels that are Ready-to-live, not just ready-to-wear. Over the past decade, Love, Bonito has grown to over 500 employees strong, with over 80% women representation across the organisation! We are proudly headquartered in Singapore, with an omnichannel presence in international markets including Cambodia, Indonesia, Hong Kong and Malaysia. We are rapidly expanding into the Philippines and the United States and currently ship to over 20 countries.
There’s no glass ceilings here at Love, Bonito. We’re here to uplift women who are looking to shatter the stereotypical Asian narrative and that includes you. If you’re looking for a dynamic, no corporate-BS environment to learn, grow, and really make an impact, we could be the perfect fit for you!
Love, Bonito is Southeast Asia’s largest direct-to-consumer, omni-channel womenswear brand. Since our founding in 2010, our core purpose is to celebrate and uplift Asian women, with apparels that are Ready-to-live, not just ready-to-wear.
Over the past decade, Love, Bonito has grown to over 500 employees strong, with over 80% women representation across the organisation! We are proudly headquartered in Singapore, with an omnichannel presence in international markets including Cambodia, Indonesia, Hong Kong and Malaysia. We are rapidly expanding into the Philippines and the United States and currently ship to over 20 countries.
