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

Reporting directly to the Brand Marketing Manager, you will be responsible for developing, managing, and executing Love, Bonito’s global campaigns and product marketing strategies across both brand-led and tactical initiatives. With a deep understanding of the brand, customer, assortment, and business goals, and working closely with x-functional teams (design & development, merchandising, etc) you will lead the development of clear and compelling campaign and product storytelling strategies anchored on key launches, assortments, and brand moments to drive both brand affinity and commercial impact. Acting as a Campaigns PMO, you will collaborate closely with cross-functional teams and strategic external partners to identify the right amplification touchpoints and ensure timely, cohesive, and effective execution of integrated 360 campaigns and product go-to-market plans.

You should have / be

• Passionate about fashion, storytelling, branding, and consumer culture
• Strong analytical acumen with the ability to translate insights into action
• Highly organised with strong project and stakeholder management skills
• Strong understanding of integrated marketing, brand campaigns, and product marketing
• Excellent communication and cross-functional collaboration skills
• Able to balance creativity with commercial and business thinking
• Detail-oriented with strong executional excellence
• Comfortable working in fast-paced, dynamic, and evolving environments
• Proactive, resourceful, and solutions-oriented

Main Responsibilities

Campaign Strategy & Management

• Lead the development and execution of monthly global brand and tactical campaigns
• Build clear campaign strategies, messaging, and storytelling frameworks aligned with brand and commercial goals
• Assist in overseeing integrated 360 campaign plans across owned, earned, paid, retail, and partnership channels, ensuring clear and coherent storytelling
• Ensure campaigns are delivered on time, on budget, and with strong cross-functional alignment

Product Marketing

• Lead product marketing strategies for key launches, collections, and seasonal assortments
• Develop compelling product storytelling and positioning that connects customer needs with brand narratives
• Partner closely with Merchandising, Creative, and Commercial teams to identify hero products and launch priorities
• Build go-to-market plans that drive awareness, desirability, and conversion across channels and markets
• Ensure strong consistency across product messaging, campaign narratives, and customer touchpoints

Cross-Functional Project Management

• Act as the central PMO across campaigns and launches, driving alignment across marketing channel leads, country, and x-functional teams
• Manage timelines, workflows, deliverables, approvals, and stakeholder communications across projects
• Coordinate with external agencies, production partners, and collaborators to ensure smooth execution
• Gather market insights and feedback to continuously strengthen campaign effectiveness
• Ensure full visibility and clarity group-wide on global campaign initiatives by effectively coordinating with relevant stakeholders

Critical success factors & key challenges

• On-time execution of campaigns
• Management of brand marketing budget
• Omni revenue
• Team retention

You may not be a fit for this role if you…

• Prefer managing from a distance over hands-on execution
• Struggle to manage multiple stakeholders and moving timelines
• Lack strong commercial or analytical thinking
• Prefer highly structured, slow-moving environments
• Are uncomfortable with ambiguity or fast pivots
• Miss details in execution, communication, or project management
• Work in silos rather than cross-functionally
• Lack passion for fashion, branding, or consumer culture
• Rely heavily on others to drive momentum or execution

Qualifications & Experience

• 5+ years of relevant work experience in brand and product marketing strategy development and execution, preferably in a fast-paced environment or global context and preferably with managerial experience.
• Strong project management skills with the ability to manage multiple priorities and deadlines.
• Excellent communication and collaboration skills, with the ability to work effectively across diverse teams and stakeholders.
• A performance-driven attitude with a hunger and thirst for results.
• Creative thinking and problem-solving abilities.
• Analytical mindset with a focus on data-driven decision-making.
• A high degree of professionalism, work ethic, judgement and keen attention to detail.
• Proficiency in marketing tools and platforms.
• Familiarity with trends and best practices in digital marketing and content creation.
• A Love, Bonito ambassador who believes in and embodies our culture and core values.
• Relevant degree in business, marketing communications or other relevant fields.