Chief Sales & Marketing Officer (CSMO)

A leading Indonesian premium footwear group specializing in high-quality leather shoes with innovative comfort technology. The company operates across modern retail channels—including major department stores—and has expanded its presence through multiple standalone stores in prime shopping centers. With strong brand equity and continuous product innovation, the company is committed to long-term business growth and retail expansion.

Role Overview The

Chief Sales & Marketing Officer (CSMO)

will lead the end-to-end Sales, Marketing, Brand, and Communication functions to drive revenue growth, brand equity, and market expansion. This executive role is responsible for developing long-term and short-term business strategies, marketing mix direction, product innovation, and cross‑functional alignment to achieve the company’s financial and non‑financial goals. The CSMO will work closely with the Board of Directors and play a key role in shaping the company’s business blueprint.

Key Responsibilities Strategic & Leadership Responsibilities Develop and execute long-term and short-term business strategies, with strong focus on

Marketing Mix (Product, Price, Distribution, Promotion) .

Lead comprehensive brand strategies to support company objectives, from financial growth to long-term brand equity enhancement.

Direct and consolidate all Marketing & Corporate Communication functions, including Strategic Brand, Research & Consumer Insight, Marketing Communications, Digital & E‑Commerce, and Design & Property divisions.

Oversee marketing budget planning and control to support organizational goals.

Brand, Market, and Consumer Insight Ensure continuous improvement of brand equity through impactful marketing and communication activities to increase company revenue.

Build and strengthen brand propositions and brand image across target market segments.

Direct market research initiatives to analyze consumer needs, market trends, and competitor insights as the basis for strategic and tactical decision-making.

Evaluate and approve marketing mix strategies for new and existing products.

Initiate and lead

new product development , including product concepting, packaging, pricing, distribution strategy, and promotional approach.

Coordinate with cross-functional departments to support smooth product development and successful market launch.

Marketing & Corporate Communication Lead the development of communication strategies, ensuring relevant and effective messaging for the target market.

Manage ATL & BTL marketing communication activities, including media planning and promotional execution.

Oversee corporate communication strategies and ensure alignment with brand values and company goals.

Organizational Development Design and optimize the Marketing organizational structure to meet long-term and short-term business needs.

Drive continuous development of Marketing teams through structured people development programs.

Corporate & Social Initiatives Initiate and develop corporate shared value and CSR programs aligned with company strategy.

Additional Responsibilities Lead

new business development projects

as assigned.

Perform other duties aligned with role function and company interests.

Requirements Senior‑level experience (10+ years) in Sales, Marketing, Brand, or Commercial leadership—preferably in

retail, FMCG, or lifestyle consumer goods .

Proven success in developing and executing marketing mix strategies and long‑range business planning.

Strong leadership capability in managing multi‑division marketing teams.

Demonstrated experience in

new product development , market analysis, brand management, and communication strategy.

Strong business acumen with the ability to influence financial performance and revenue growth.

Excellent stakeholder management and cross‑functional coordination skills.

Strategic thinker with strong analytical and decision‑making abilities.

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