Head of Digital Marketing

Role Overview:

The Head of Digital Marketing will lead the strategic vision, development, and execution of all digital and brand marketing initiatives for Medan Pasar.

The role plays a critical part in establishing Medan Pasar as a leading platform for Southeast Asian art, building sustained local, regional, and international audiences, and supporting the long term vision of revitalizing Kuala Lumpur's historic core into a vibrant cultural hub. This role also oversees the marketing initiatives of Muara Arts Foundation, ensuring alignment across brand, campaigns, and audience development within the Medan Pasar ecosystem.

Reports to: Founders
Direct Reports:
PR & Branding Manager
Communications and Marketing Coordinator

Key Responsibilities:

Strategic Leadership & Planning

• Develop and lead Medan Pasar's overall digital marketing and communications strategy.
• Establish clear brand voice, positioning, and messaging across all channels, in alignment with Medan Pasar's mission, values, and curatorial direction.
• Translate institutional objectives into actionable marketing plans, campaigns, and content strategies.
• Set measurable KPIs and performance benchmarks for digital reach, engagement, audience growth, and conversion.
• Oversee and align marketing strategy and campaign execution for Muara Arts Foundation as part of Medan Pasar, ensuring consistent messaging, shared audiences, and coordinated programming communications.

Digital Marketing & Audience Development

• Oversee Medan Pasar's digital ecosystem, including website, e newsletters, social media platforms, and paid digital advertising.
• Lead the planning and execution of integrated digital campaigns for exhibitions, public programmes, events, and institutional milestones.
• Use audience insights, analytics, and industry best practices to optimize reach, engagement, and ticket or visitation objectives.
• Drive local, regional, and international audience development, with a focus on cultural tourists, art communities, and younger digital native audiences.

Content, Storytelling & Brand Development

• Guide the development of compelling content and storytelling that reflects Medan Pasar's cultural and heritage context.
• Oversee content production across formats (editorial, social, video, multimedia), working closely with exhibitions, education, and external creative partners.
• Ensure visual and verbal consistency across marketing materials, digital platforms, and PR outputs.
• Support the creation of long term brand assets, campaign frameworks, and content libraries.

Communications, PR & Media Oversight

• Provide strategic oversight and direction to the PR & Branding Manager on media relations, press strategy, and institutional profiling.
• Ensure coordinated messaging between digital marketing, communications, and media outreach.
• Support high profile announcements, exhibition launches, partnerships, and international visibility efforts.
• Act as a senior point of review for key communications materials where required.

Cultural Partner & Tenant Collaboration

• Drive visitor growth and commercial outcomes by leading integrated digital collaborations across the cultural hub, working closely with shop lot tenants and Muara Arts Foundation teams to align tenant promotional offerings with exhibitions, theatre productions, festivals, and heritage‑led programmes.
• Develop and execute cross‑promotional digital campaigns, co‑created content, and audience‑targeted initiatives that incentivise visitation, increase dwell time, and encourage cross‑spend—while leveraging the site's cultural programming and KL heritage identity to strengthen overall destination appeal.

Team Leadership & Collaboration

• Lead, mentor, and manage two direct reports, fostering a collaborative, high performing, and creative team culture.
• Set clear priorities, workflows, and professional development goals for the marketing and communications function.
• Work closely with internal stakeholders across exhibitions, programmes, education, operations, and senior management.
• Manage relationships with external agencies, consultants, and creative partners.

Budgeting, Reporting & Operations

• Develop and manage the marketing and digital communications budget, ensuring efficient use of resources.
• Monitor campaign performance, analytics, and reporting, presenting insights and recommendations to senior management.
• Support institutional planning timelines, especially around opening phase milestones and future expansion phases.
• Ensure compliance with intellectual property, image rights, and brand usage guidelines.

Role Requirements

• Demonstrated experience leading digital first marketing strategies and campaigns.
• Strong understanding of content marketing, social media ecosystems, email marketing, and digital advertising.
• Proven people management experience, with the ability to lead and develop small teams.
• Excellent written and verbal communication skills in English.
• Strategic thinker with strong execution capability and attention to detail.

Qualifications and Experience

• Bachelor's degree in Marketing, Communications, Business, Digital Media, or a related discipline.
• Professional certifications in digital marketing, analytics, or marketing technology (e.g. Google, Meta, HubSpot) are an advantage.
• Minimum 8–10 years' experience in digital marketing, communications, or audience development, preferably within arts, culture, heritage, media, or mission driven institutions.
• Experience working with museums, galleries, festivals, or cultural institutions.
• Familiarity with Southeast Asian cultural contexts or international audience development.
• Experience contributing to institutional launches or major brand building phases.
• Working knowledge of analytics tools (e.g. Google Analytics, social insights, CRM or ticketing systems).

Personal Attributes

• Passion for art, culture, and public engagement.
• Comfortable working in a fast growing, entrepreneurial environment.
• Collaborative, adaptable, and proactive.
• Strong organizational skills with the ability to manage multiple projects and deadlines.
• Sensitivity to heritage, community, and place based narratives.

Note: Only shortlisted candidates will be contacted.