Vice President of Marketing

Location: Sovereign Plaza, South Jakarta, Indonesia

Reports to: Chief Marketing Officer (CMO)

About FOOM

FOOM is a well-established local player in Indonesia’s electronic cigarette industry. Built on technology and innovation, PT. Foom Lab Global develops products for adult smokers seeking an alternative to conventional cigarettes. With a significant presence in the market, the organization focuses on delivering to its customers and maintaining a strong industry reputation.

We’re growing rapidly, with ambitions that will demand more from us as a business. We're looking for experienced leaders with ideas of their own and the drive to turn them into results, as we’re taking to the next transformation beyond nicotine.

Join us at a point where your experience can make a real difference. You’ll work with FOOM’s leadership to shape what comes next and build the teams and capabilities to make it happen.

The Opportunity

Lead the next chapter of FOOM’s growth across Indonesia. As VP Marketing, you’ll bring your understanding of adult consumers and your creative judgment to the decisions that keep a market leader relevant and growing.

Reporting to the CMO, you’ll translate the company’s commercial direction into marketing strategy and lead execution across Brand, Creative, and Digital. You’ll set priorities for the portfolio, guide creative decisions, and develop the team as the business expands.

You’ll work closely with the VP Sales to connect brand building with commercial performance. In a category with advertising restrictions, community engagement and effective, compliant ways of reaching adult audiences are central to the role. The goal is to convert more users and improve usage by delivering distinctive brands, stronger engagement, and marketing investment that demonstrably supports sales growth.

Key Responsibilities

• Achieve marketing targets both financial and non financial that are set by management.
• Define and execute the marketing strategy for FOOM’s brand portfolio, with clear positioning and priorities for brand equity and business growth.
• Partner cross-functionally to identify innovation opportunities and support new product development initiatives.
• Lead and develop (multi) Brand, Creative, and Digital Marketing teams, with shared priorities and accountability for results.
• Guide creative direction and content production to maintain a distinctive, consistent brand presence across channels.
• Explore new engagement channels and innovative marketing approaches to reach evolving consumer segments.
• Develop community, brand ambassador, and Key Opinion Leader (KOL) programs for adult audiences within applicable marketing requirements.
• Build the annual marketing calendar around product launches and commercial priorities. Partner with the VP Sales on trade marketing and brand activations.
• Manage the marketing budget and evaluate campaigns and partnerships to improve returns on investment.
• Ensure content and activities meet electronic cigarette advertising requirements, including audience verification where required.
• Monitor brand health, share of voice, community engagement, and marketing ROI. Use the findings to refine plans and report recommendations to the CMO.
• Regular reporting marketing performance both financial and non financial related to management.

What You Bring

• A bachelor’s degree in Marketing, Communications, or a related field. A master’s degree is an advantage.
• Proven at least 12 years of marketing or brand management experience, including at least 4 years in a senior role such as Marketing Director, VP Marketing, Sr. Marketing Manager within consumer goods.
• A record of managing (multi) brand portfolios and bringing brand, creative, and digital teams together around an integrated strategy.
• Strong creative and strategic judgment, with the ability to turn consumer insights into clear positioning and effective campaigns.
• Demonstrated experience in community marketing, KOL partnerships, and below-the-line activations, with measurable outcomes.
• The ability to evaluate marketing effectiveness and connect brand investment with commercial performance.
• Experience partnering with product innovation teams and sales leaders on trade marketing and brand activation programs.
• A sound understanding of Indonesia’s electronic cigarette advertising restrictions and consistent attention to compliance. Experience in categories such as tobacco, alcohol, or pharmaceuticals is a significant advantage.
• The ability to develop marketing leaders while staying closely involved in the quality and effectiveness of their work.