Director, Global Marketing (Fans-Based / IP Portfolio Management)

The Director, Global Marketing will lead the development and execution of integrated marketing, audience growth, content, social media, PR, and communications strategies across AAO's portfolio of intellectual properties, including ComplexCon, Family Style , and future entertainment, content, commerce, and cultural initiatives.

This role is responsible for building brand equity, driving audience growth, deepening fan engagement, and delivering measurable commercial outcomes across ticketing, sponsorship, partnerships, content, and community initiatives. The ideal candidate is a passionate advocate of a fans-first philosophy , combining strategic thinking, cultural relevance, creative storytelling, audience development expertise, and strong leadership capabilities, with the ability to create meaningful fan experiences that drive long-term brand growth, community engagement, and commercial success across multiple markets.

The Director, Global Marketing will lead marketing teams across Hong Kong, Korea, and China while working closely with creative, commercial, partnerships, content, production, talent relations, and leadership teams to ensure marketing initiatives support broader business objectives.

Key Responsibilities

• Develop and execute comprehensive marketing strategies across AAO's IP portfolio, including ComplexCon, Family Style, and future business initiatives.
• Translate business objectives into integrated marketing plans that drive audience growth, brand awareness, engagement, ticket sales, partnerships, sponsorship value, and revenue generation.
• Define audience segmentation, positioning, messaging frameworks, and growth strategies for each IP and market.
• Develop annual and project-specific marketing roadmaps with clearly defined goals, KPIs, budgets, and performance metrics.
• Identify opportunities to strengthen IP equity, cultural relevance, consumer engagement, and long-term franchise value.
• Monitor industry trends, audience behaviors, emerging platforms, and cultural movements to ensure the company's brands remain relevant and competitive.

2. Audience Growth, CRM & Community Development

• Own audience growth strategies across all markets and platforms.
• Build scalable audience acquisition, engagement, retention, and community growth initiatives.
• Develop CRM, database acquisition, membership, loyalty, and fan engagement programs to strengthen first-party audience relationships.
• Identify and execute influencer, creator, community, and content partnership opportunities that accelerate audience growth.
• Establish audience lifecycle strategies that convert awareness into active participation, event attendance, and long-term brand affinity.
• Leverage audience data and market insights to improve targeting, personalization, and marketing effectiveness.
• Lead and manage social marketing teams across Hong Kong, Korea, and China.
• Establish platform-specific strategies for Instagram, Threads, TikTok, Douyin, Xiaohongshu, YouTube, LinkedIn, WeChat, and emerging digital channels.
• Ensure content is culturally relevant, timely, engaging, and aligned with brand objectives.
• Develop content calendars and platform growth strategies that drive measurable improvements in audience engagement and reach.
• Monitor platform performance and optimize content formats, publishing schedules, creator collaborations, and community management activities.
• Set performance targets and accountability standards for regional social media teams.
• Partner closely with Creative, Content, Commercial, and Leadership teams to develop compelling brand narratives and storytelling strategies.
• Provide strategic direction on content themes, editorial priorities, campaign messaging, and audience engagement initiatives.
• Ensure consistency across brand voice, visual identity, communications, and content strategy across all markets.
• Guide the planning, creation, and distribution of content across owned, earned, and paid channels.
• Lead content-led growth initiatives that strengthen audience engagement and brand reputation.
• Oversee creative briefing processes and ensure marketing objectives are effectively translated into creative executions.

5. PR, Communications & Brand Reputation

• Develop and execute integrated PR and communications strategies that strengthen AAO's reputation across key markets.
• Manage relationships with PR agencies, media partners, industry stakeholders, and external communications partners.
• Drive earned media opportunities, thought leadership initiatives, and cultural conversations around the company's brands and projects.
• Develop key messaging frameworks, press materials, media strategies, and communication plans for major announcements, campaigns, partnerships, and events.
• Support crisis communication planning and reputation management when required.
• Ensure consistency in messaging and brand positioning across all communications channels.
• Lead the planning and execution of major integrated marketing campaigns across all company projects.
• Ensure campaigns have clear objectives, KPIs, audience targets, performance measurement frameworks, and ROI expectations.
• Collaborate with Commercial, Sponsorship, Ticketing, and Partnership teams to maximize business impact.
• Support partner marketing initiatives that create value for sponsors, advertisers, and strategic partners.
• Identify growth opportunities that contribute to revenue generation, ticket sales sponsorship outcomes, brand partnerships, and audience expansion.
• Continuously optimize marketing investments based on performance and business impact.

7. Cross-Functional Leadership & Stakeholder Management

• Serve as the central marketing leader coordinating initiatives across Creative, Partnerships, Sales, Production, Talent Relations, Ticketing, and Content teams.
• Align stakeholders around marketing priorities, timelines, campaign objectives, and deliverables.
• Drive collaboration across regional offices in Hong Kong, Seoul, Shanghai, and future markets.
• Manage relationships with agencies, vendors, creators, influencers, media partners, and external consultants.
• Communicate recommendations, insights, and business cases effectively to senior leadership.

8. Data, Reporting & Performance Management

• Establish KPI frameworks and reporting structures to measure marketing effectiveness and audience growth.
• Develop dashboards and reporting systems tracking:
• Audience growth
• Community development
• Reach and impressions
• CRM/database growth
• Website traffic
• Ticket sales contribution
• Media value
• Influencer performance
• Campaign ROI
• Convert performance data into actionable recommendations and strategic insights.
• Ensure marketing decisions are supported by data, audience intelligence, and measurable outcomes.

9. Team Leadership & Organizational Development

• Lead, mentor, and develop a high-performing regional marketing organization.
• Manage marketing team members across Hong Kong, Korea, and China.
• Establish clear goals, accountability frameworks, and performance expectations.
• Foster a culture of ownership, creativity, collaboration, innovation, and commercial accountability.
• Recruit, develop, and retain top marketing talent.
• Act as a role model for proactive leadership, strategic thinking, and execution excellence.

Qualifications & Experience

• Bachelor's degree in Marketing, Communications, Business, Media, Journalism, or a related discipline.
• 10+ years of experience in marketing, brand management, audience growth, communications, media, entertainment, events, lifestyle, culture, or related industries.
• Strong understanding of fans-first philosophy and fan-centric marketing , with a proven ability to translate fan insights, cultural trends, and community behaviors into strategies that drive audience growth, engagement, loyalty, advocacy, and long-term brand value.
• Proven experience developing and executing multi-market marketing strategies.
• Strong understanding of social media, content marketing, community building, influencer marketing, CRM, and audience development.
• Experience leading regional or global marketing teams.
• Demonstrated success in driving measurable audience growth, engagement, brand awareness, and commercial outcomes.
• Strong project management and stakeholder management skills.
• Experience working with agencies, media partners, creators, and brand partners.
• Deep understanding of youth culture, entertainment, fashion, music, sports, lifestyle, and digital communities is highly preferred.