Marketing Specialist - Messaging

Suggested profile for the role:

Strong CRM / lifecycle marketing experience

Proven experience in localization or market-specific strategy execution

Strong experimentation mindset and ability to build testing roadmaps

Comfortable working cross-functionally with Data, Product, Ops, and UX

Able to move between strategic planning and hands-on execution (marketing operations experience, using CRM tools e.g. SalesForce)

Experience in leveraging AI to accelerate velocity, efficiency and relevance

This role would balance three priorities:

1. Stronger ownership of US Growth Program

Drive a US Growth program considering US priority and focus areas with aligned success metrics. Develop and execute on a US Growth plan. Take over ownership of the US Monthly and use it as a strategic growth lever, drive RCS acceleration and establishment of channel.

This would create more dedicated attention on one of our most important markets and improve our ability to plan, execute, and iterate with stronger local relevance.

2. Country optimisation and localization pilot

Lead a structured country optimisation pilot across key markets, with primary focus on:

Growth markets such as the US and India

Priority markets such as EU5

Core responsibilities:

Review existing messaging journeys through a country lens

Identify where local customer context, behavior, and market nuance should shape strategy

Build a localization testing roadmap for at least 3 countries

Run experiments to understand whether localised messaging strategies drive significant incremental impact

3. Acceleration of channel expansion opportunities

Support channel expansion in markets where local relevance and channel fit matter most.

This would include:

Supporting SMS acceleration in the US and expansion into additional markets (Australia, France and UK).

Helping accelerate WhatsApp launch and drive the go-to-market strategy in India (P0), Brazil and Mexico (P1)

Driving other market-specific channel opportunities where current team capacity is slowing progress (e.g. Line, KakaoTalk)