The posting
Dr Scalp is a Singapore scalp and hair care brand with two studios, at Raffles City and The Centrepoint, and our own range of scalp and hair care products.
We use AI scalp scanning to show people what’s actually happening on their scalp, then treat it. It’s genuinely interesting to look at, and almost nobody has seen it before. We’re rebuilding this brand from the ground up, and a second AWHL brand joins in the next 6 to 12 months. What you build here is the foundation for both.
The Role
You own how Dr Scalp gets sold. The plan, the calendar, the promotions, the events, the partnerships, and the two people who execute them.
This is not a brief-writing job. Half of it is offline: roadshows, mall activations, visual merchandising, and picking up the phone to companies who have never heard of us. The other half is online, where you set the offer and the mechanic and your team builds it.
What You’ll Do
Plan it:
● Own the marketing plan and a rolling campaign calendar at least a quarter ahead
● Decide what each month is trying to achieve, and what the promotion is
● Brief every campaign properly: objective, audience, offer, mechanic, dates, channels, who does what by when
● Keep the calendar clear of collisions, between Dr Scalp promos and later between AWHL brands
Run it online:
● Set every website and marketplace promotion. You decide the offer, dates and target, e-commerce builds it
● Brief and approve every EDM
● Manage the performance marketing agency: budget, targets, weekly review, and the call on whether to keep them
● Decide when paid media comes in-house, build the case for it, and run the transition when it does
● Own the acquisition numbers. Cost per lead, cost per customer, return on ad spend
Run it offline:
● Plan and run roadshows, launch events and in-mall activations, from permit
application to teardown
● Own visual merchandising across both studios
● Own in-studio collateral. What exists, where it sits, when it gets refreshed
● Work the mall marketing teams for tenant campaigns and promotional slots
Open new doors:
● Build and work a pipeline of referral, collaboration and corporate partners
● Corporate wellness packages, workplace screening events, staff perk programmes
● Referral partnerships with salons, clinics, gyms, bridal studios and postnatal
services
● Negotiate the terms, hand them up for signature, and own the renewal
● Carry a partnership revenue target, reported separately from retail
Manage creators and suppliers:
● Source, brief and manage KOLs and paid creators, and measure what each one
actually delivered
● Source, onboard and manage affiliates, including commission structure and
tracking
● Manage the freelance brand designer and any agency we engage
Lead the team
● Manage the Social Media & Content Designer and the E-commerce & CRM
Executive
● Grow the team as the brand does. Scope the roles, write the briefs, and hire
the people
● Run the weekly marketing meeting, the monthly review and the quarterly plan
● Hold the quarterly performance reviews against each person's role standard
Own the numbers
● Spend the quarterly budget and answer for the return on it monthly
● Check every promotion for margin before it goes live
● Approve health and results claims across every channel, once you know the brand
well enough that we hand that over
● Report weekly on spend and campaign status, monthly on revenue against plan
and the partnership pipeline, quarterly on the plan for the next three months
Who We’re Looking For
● 4 to 6 years in marketing, including at least one year owning a plan and a budget
rather than executing someone else's
● You've run both sides. An offline activation and a paid campaign, not only one of
them
● You've closed a partnership or corporate deal yourself. Tell us how you found them
and what you offered
● You've managed people or agencies, and can tell us what you did when someone
underdelivered
● You can hold a media agency to account. You know how a campaign is structured,
what attribution is telling you, and what a well-run account looks like, even if you
are not the one building it
● You read the numbers before forming the opinion
● You can write a brief that a designer and a media buyer both understand
● Retail, beauty, wellness or F&B experience is a plus, not a requirement
This Role Is Not For You If…
● You were hoping someone else would do the cold outreach
● You need a big budget to be effective
● You've only ever briefed agencies and never built a campaign yourself
● You think marketing ends when the campaign goes live
● You want a clean, finished brand to work with rather than one being rebuilt
● You're looking for a slow, structured corporate environment
