1. Growth Strategy & Business Ownership
- Define and execute a 12–24 month growth strategy covering Content, Community, SEO, and Commerce
- Own Thailand market P&L, including revenue, costs, ROI, and overall business performance
- Work closely with Global HQ to localize business models and growth strategies for the Thai market
- Drive the transformation from a content team into a full-scale growth organization
2. Team Building & Operations
- Build, lead, and scale the Thailand Growth team, including:
- AI-Driven Content Operations (AIGC)
- SEO & Editorial
- UGC & Community
- Social Media
- Brand BD & Partnerships
- Design and implement SOPs, KPIs, dashboards, and weekly performance reviews
- Establish performance-based evaluation and incentive systems
3. User Acquisition & Growth Engine
- Own and scale multi-channel growth engines, including:
- SEO content scaling
- UGC community expansion (Facebook, Instagram, WhatsApp, etc.)
- Social media growth loops
- Paid acquisition and experimentation
- Free / organic channels: Search engine optimization (SEO), app store optimization (ASO), social media content marketing (e.g., Xiaohongshu seeding, Douyin short videos), public relations activities.
- Viral acquisition: Referral rewards, group-buying, bargain-based campaigns.
- Objective: Encourage new users to complete their first key experience and perceive the product’s value, turning them into active users.
4. AI-Driven Content & Optimization
- Drive AI adoption across content production to improve speed, quality, and scalability
- Measure content performance using CTR, engagement, retention, and conversion metrics
- Develop new localized content formats, especially in Fashion, Beauty, and Lifestyle categories
5. Monetization & Commercial Partnerships
- Define and execute monetization strategies through brand and commercial partnerships
- Build relationships with Shopee sellers, DTC brands, affiliates, and exclusive campaign partners
- Position the platform as a high-quality traffic and conversion partner
6. Cross-Functional & Stakeholder Collaboration
- Collaborate closely with Global HQ, Product, Design, and Training teams
- Report insights, performance metrics, and strategic recommendations to key stakeholders
7. Revenue Growth
- Objective: Increase user lifetime value (LTV) and generate more revenue from each user.
- Common approaches:
- Increasing average order value (AOV): Cross-selling, bundle promotions, upselling.
- Increasing purchase frequency: Promotional campaigns, seasonal sales, subscription models.
- Unlocking additional monetization: Accessory recommendations after core purchases, value-added services (extended warranties, premium customer support).
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