Head of Marketing - Asia

We’re looking for a bold and commercially minded marketing leader who can help supercharge our Asia and Middle East growth.

Your role will be to lead the development and execution of the regional marketing plan, ensuring alignment with global priorities and driving measurable impact across campaigns, brand activity, and client engagement. As a senior member of the Marketing Leadership team globally, you will advise senior leaders on marketing performance and investment, helping to shape strategic decisions and maximise return. You will oversee the delivery of integrated, insight-led marketing initiatives that reflect the firm’s brand, resonate with target audiences, and support client and sector growth.

Key Responsibilities

• Lead the development and execution of the regional marketing strategy, ensuring alignment with global priorities and tailoring activity to local market needs, deeply understand the market opportunities across key markets in Asia and the Middle East.
• Oversee the planning and delivery of high-impact marketing campaigns and initiatives, including events, that support brand visibility, client engagement, and revenue growth.
• Act as a senior advisor to regional leadership, providing data-driven insight and strategic counsel on marketing performance and investment.
• Ensure consistency in brand positioning and messaging across all marketing outputs, while allowing for regional adaptation and nuance.
• Optimise regional marketing budgets, ensuring effective resource allocation and maximum return on investment.
• Work closely with BD teams, Comms and Corporate Affairs and all Business Teams to ensure marketing activity is client-centric, commercially focused, and aligned to growth opportunities.
• Collaborate with the Marketing and Pitching COEs and peers in other regions to share best practices, improve efficiency, and drive continuous improvement.
• Monitor regional market trends, competitor activity, and client expectations to inform strategy and maintain relevance.
• Support the development and implementation of regional KPIs, ensuring marketing performance is measured, reported, and used to drive decision-making.
• Foster a high-performing, collaborative culture across the regional marketing team, providing leadership, coaching, and professional development.

Your experience

• A degree in marketing, business, or a related field, with a preference for advanced leadership or marketing qualifications.
• 15+ years of experience in marketing roles, with a strong track record in leading regional or global marketing strategy in a professional services firm, preferably in the legal sector. 
• Experience collaborating with business development/sales teams to ensure marketing strategies are client-centric and align with commercial objectives.
• Proven experience in leading and managing direct and matrix teams, with the ability to foster a high-performing, collaborative environment. Experience in mentoring and professional development of team members.
• Demonstrated ability to think entrepreneurially, with creative flair, to engage audiences and positively enhance market profile.
• Demonstrated success in developing and executing marketing strategies that align with global priorities and drive regional growth. Experience managing complex projects and initiatives from concept to completion.
• Experience acting as a trusted advisor to senior leadership, providing strategic counsel and performance insights. Strong skills advising and influencing at a senior level.
• Proficiency using market data and performance metrics to inform strategic decisions and measure marketing effectiveness.
• Experience in ensuring consistency of brand positioning and messaging while allowing tailored adaptations to suit regional markets.
• Experience working with peers across different regions to share best practices, improve efficiency, and drive continual improvement.
• Deep understanding of regional market trends, competitor activities, and client expectations, with a proactive approach to adapting strategies as needed.
• Experienced in using AI to deliver outputs and enhance client value and propositions.
• Strong understanding of the digital b2b media landscape including Chinese and Western platforms.
• Fluent in English and Cantonese. Mandarin preferable.

Qualifications

• Bachelor’s degree in business, marketing or a related field
• Chartered Institute of Marketing or similar qualification preferred.

The Team

You will be welcomed into the BDM function as a key part of the team. BDM is a globally diverse group of specialists dedicated to driving revenue growth, nurturing our priority client relationships, and strengthening the firm’s reputation.

In this role, you will be supported by and collaborate closely with the local team and the broader BDM function. Our team thrives on a collegiate atmosphere with a strong focus on teamwork and collaboration with colleagues.

Alongside our lawyers, the BDM function is committed to creating, developing, and executing business development and marketing initiatives that drive growth and align with the firm's strategic goals.

The role within BDM promises a diverse array of tasks and projects.

You will encounter significant opportunities for learning and growth within a nurturing and supportive environment. We look forward to expanding our team with individuals who share our drive, forward-thinking mindset, and enthusiasm.

Linklaters

Linklaters is a global law firm, providing legal services in 20 countries and through 30 offices.

Linklaters is a people business. Being best in class in the eyes of our clients means that our people must be exceptional.

We look not only for brilliant minds, but for people who will thrive in our environment: people who love working collaboratively and demonstrate the innovative, efficient, agile, entrepreneurial, and responsible mind-set we aim to bring to every interaction.

Ours is an environment of outperformance. We achieve this not with targets and incentives, but by fostering a positive, supportive, fair, and open atmosphere.

We respect and value difference but insist on inclusivity. We celebrate all aspects of diversity and challenge any form of bias. This is vital to our ability to work as one team, with a common goal.

What sets us apart

At Linklaters

• We offer a truly global work experience and the opportunity to be involved in strategic projects that drive innovation and shape the future of our business
• We belong to a firm that embodies its corporate social, environment, and governance responsibility commitments
• We remain focused on talent and having the best people which will result in a diverse workforce
• Having got the best people, we want them to feel included, valued and respected so they can perform at their best
• We advocate speak-up culture to empower our people in sharing their voices and an open-door policy to ensure they are listened to
• We invest in custom-fit career paths for our people in line with their talents and aspirations
• We provide agile working solutions to meet the changing needs of our people and our business
• We are committed to people first relationships based on mutual trust, respect, and appreciation
• We support the health and wellbeing of our people, providing a safe space to talk about emotions and mental health with access to expert advice as needed
• We invest in developing leaders of the future who demonstrate emotional intelligence and a passion to discover, coach and develop the talents of others

Technical Skills:

Audience Targeting, Brand Marketing, Business Partner Support, Customer Relationship Management (CRM) System, Diversity Marketing, KPI Analytics, KPI Design, Marketing Campaign Management, Marketing Strategies, Messaging Strategies, Reputation Management

This list of duties and responsibilities above is not exhaustive.  It is intended to describe the general content of, and requirements for, the performance of this job. As such, the role may also include the undertaking of additional tasks as required.