Head of Marketing

Position Title: Head of Marketing, North America (U.S. Market)

Location: Irvine, California (or Greater Los Angeles area)

Reporting Line: Founder / Global Management Team

Company Overview

Our client is a fast-growing consumer technology company originating from China, with established leadership in smart health and fitness devices. The company has achieved approximately USD 140 million in annual revenue in its domestic market, supported by a lean and highly efficient team.

The business is now entering a critical global expansion phase, with North America as a strategic priority. Initial product categories (e.g., smart body composition scales, massage devices, fitness-related accessories) have already gained early traction in the U.S. market through distributor and retail partnerships.

The U.S. entity is in the early-stage setup phase, offering a rare opportunity to build and scale the North American business from the ground up.

Role Overview

This role will lead the company’s North America marketing strategy and execution, with a strong focus on building a scalable direct-to-consumer (DTC) engine while supporting broader go-to-market expansion.

The position is highly entrepreneurial in nature, requiring both strategic ownership and hands-on execution capability in an early-stage environment.

Key Responsibilities

• Define and execute the overall U.S. marketing strategy aligned with global growth objectives
• Build and scale DTC channels (including independent website and performance marketing ecosystem)
• Drive brand positioning and localized go-to-market strategies for the North American market
• Lead digital marketing initiatives across paid media, social, influencer, and content channels
• Collaborate with sales teams to support retail, distributor, and offline channel expansion
• Conduct market research to identify new product opportunities (e.g., women’s health, smart healthcare) and inform product localization
• Build and manage a lean, high-performing local marketing team
• Establish data-driven marketing frameworks, including CAC, LTV, and ROI optimization

Candidate Profile

• Proven experience leading marketing functions in North America, ideally within consumer electronics, wellness, or DTC brands
• Strong hands-on experience in building and scaling independent e-commerce (Shopify or similar ecosystems)
• Deep understanding of U.S. consumer behavior, digital marketing channels, and brand-building strategies
• Entrepreneurial mindset with the ability to operate in a “0 to 1” environment
• Experience managing small-to-mid-sized teams (approx. 5–10 people) with a focus on execution and efficiency
• High level of ownership, resilience, and adaptability in a fast-paced environment
• Open to local U.S. talent, including bicultural profiles

Why This Opportunity

• Early-stage leadership role with full ownership of the U.S. marketing function
• Backed by a profitable and scalable domestic business
• Opportunity to shape product direction for global markets
• High visibility with direct exposure to founding team
• 3–5 year growth roadmap with significant expansion potential