Marketing Director

Employment Details

• Language: Fluent Mandarin & English
• Salary: USD 4,000–15,000/month, depending on the candidate's experience and capabilities
• Work Arrangement: Remote now; Malaysia onsite after approximately 4–6 months
• Working Hours: Asian business hours
• Days Off: Generally 2 days per week, subject to company scheduling
• On Call: Required during days off
• Malaysia Relocation: Work visa & accommodation covered by the company
• Remote Period: Meal allowance provided

Role Overview
Twinbo is currently building its own crypto-based B2C iGaming entertainment platform, offering multilingual and multi-currency services.
The business is currently in the 0-to-1 stage, building its marketing team, operational structure, acquisition channels, tracking systems, and go-to-market strategy from the ground up.
The Marketing Director will take overall responsibility for Marketing, Growth/Promotion, Affiliate, Business Development, Brand, Paid Media, and SEO, including market strategy, user acquisition, budget management, team building, and overall marketing performance.
Key Responsibilities

• Conduct market research and competitive analysis to identify priority markets, customer segments, traffic sources, payment behaviors, and market-entry opportunities.
• Develop brand positioning, audience segmentation, core messaging, and overall go-to-market strategies.
• Build the Marketing team from 0 to 1, including Growth/Promotion, Affiliate, Business Development, Brand, Paid Media, and SEO functions.
• Establish team structure, hiring standards, SOPs, training, KPIs, performance management, and leadership development.
• Develop and manage Affiliate, business partnerships, communities, creators, KOL/Influencer, and other acquisition channels.
• Lead Paid Media, SEO, search-driven content, and channel-testing strategies.
• Establish and optimize the full acquisition funnel from Impressions Clicks Registration FTD Retention LTV.
• Work closely with Product, Technology, and Operations to establish marketing-related systems, including affiliate systems, promotional landing pages, tracking, attribution, and reporting tools.
• Manage marketing budgets and evaluate channel performance based on CPA, CAC, LTV, ROAS, ROI, payback period, and player quality.
• Establish daily, weekly, and monthly performance reporting and provide recommendations to management.
• Work cross-functionally with Operations, Product, Technology, Risk, Finance, and HR to improve player conversion and long-term value.
• Handle major marketing-related issues, including brand reputation crises, advertising account suspensions, abnormal traffic, partnership disputes, and budget overruns.
• Take overall responsibility for marketing performance, budget execution, user acquisition, and growth targets.

Requirements

• 8+ years of experience in iGaming Marketing, Growth, Business Development, or related functions.
• 5+ years of team management experience.
• At least 3 years as a Marketing Director or equivalent senior leadership position.
• Strong B2C iGaming user acquisition and marketing management experience.
• Proven experience building a new brand, market, or marketing organization from 0 to 1.
• Able to demonstrate markets managed, channel mix, budget size, personal responsibilities, and measurable results.
• Strong knowledge of Paid Media, Affiliate, Business Development, SEO, Content, and Social Media.
• Strong understanding of the full acquisition funnel from impressions and clicks through Registration, FTD, Retention, and LTV.
• Strong experience with Tracking and Attribution, including tracking events, channel identification, reporting, and traffic-quality analysis.
• Strong understanding of CPA, CAC, LTV, ROAS, ROI, budget management, and channel profitability.
• Proven experience in marketing organization planning, hiring managers/key talent, SOP development, training, and KPI/performance management.
• Strong commercial negotiation, resource integration, and cross-functional project management skills.
• Fluent Mandarin Chinese communication skills.
• Able to work effectively in a fast-paced, 0-to-1 platform environment and take ownership of results.
• Experience handling major marketing incidents and making timely business decisions.

Preferred

• Previous Marketing Director experience at a large-scale online gaming/iGaming platform.
• Experience managing a 30+ person Marketing team and building multi-level management structures.
• Experience across Hong Kong, Japan, Korea, India, and/or Southeast Asian Chinese-speaking markets.
• Experience with crypto entertainment/iGaming brands, international marketing, forums, communities, or multilingual content.
• Proven experience managing and scaling large Paid Media budgets with measurable acquisition and ROI results.
• Experience building an Affiliate Network or large-scale agent/partner network.
• Strong existing networks across media, affiliates, business partners, KOLs, streamers, or influencers.
• Experience building or implementing Tracking systems, Attribution systems, BI dashboards, or automated reporting.
• Strong English business communication skills and experience working with international teams and partners.

Initial Priorities

• Complete target-market and competitor analysis and recommend market priorities, brand positioning, and target audiences.
• Propose the Marketing team structure and hiring priorities.
• Develop the initial channel-testing strategy, budget allocation, and performance benchmarks.
• Define core tracking, attribution, reporting, and marketing-tool requirements.
• Establish partner/channel evaluation standards and launch marketing plans.
• Work closely with Product, Technology, and Operations during the platform setup and launch stage.
• Build the Marketing team's SOPs, training, performance management, and operating structure.

Target Profile
A senior B2C iGaming Marketing leader who can build the team, systems, channels, brand, and marketing infrastructure from 0 to 1.
The ideal candidate should be commercially driven, highly data-oriented, hands-on, and capable of turning strategy into execution and measurable business growth.