Marketing Director

Brea, United States

Yami is a leading Asian e-commerce platform serving customers across North America, offering a curated selection of Asian food, beauty, lifestyle, and consumer products.

Our non-Chinese business — spanning our English, Japanese, and Korean sites — is one of our fastest-growing businesses and represents a significant opportunity for the next phase of Yami’s growth.

We are looking for a Director of Non-Chinese Markets to lead this business end to end — from customer acquisition and conversion to retention, LTV, and the overall customer experience.

This is a senior, high-ownership role for a leader who enjoys operating at the intersection of growth, marketing, e-commerce, product, and customer experience .

The Role

You will own the growth and performance of Yami’s non-Chinese markets across three distinct stages of market maturity.

You will lead a team of nine through two functional leads:

• Acquisition & Creator Growth
• Site Operations, Campaigns & CRM

You will set market priorities, allocate acquisition resources, establish growth strategies, and drive cross-functional execution across marketing, product, engineering, design, and merchandising.

The role goes beyond traditional channel or campaign management. You will be responsible for understanding the entire customer journey and identifying the highest-impact opportunities across the funnel — from discovery and landing experience to first purchase, repeat purchase, and long-term customer value.

What You Will Own

• Business Growth: New customers, conversion, retention, and LTV across Yami’s English, Japanese, and Korean sites
• Customer Experience: The end-to-end customer journey for non-Chinese customers, from discovery through first and repeat purchase
• Growth Investment: Strategic deployment of the acquisition budget across markets and channels, supported by clear business cases and ROI analysis
• Team Leadership: Lead, develop, and empower two functional leads and their teams, with clear accountability for market-level outcomes
• Integrated Growth Strategy: Build an integrated commercial calendar across markets, languages, campaigns, CRM, creators, affiliates, paid media, organic social, and on-site merchandising
• Cross-Functional Leadership: Partner closely with Product, Engineering, Design, Data, and Merchandising to improve the customer journey and unlock growth opportunities
• Market Strategy: Develop differentiated strategies based on the maturity, customer behavior, and growth opportunities of each market

What We’re Looking For

• Bachelor's degree or above
• 8+ years of experience in e-commerce, growth, integrated marketing, or a related field, with 3+ years of people leadership experience ; experience managing managers or functional leads is a strong plus
• Demonstrated experience owning full-funnel business outcomes , rather than a single marketing channel — with accountability for revenue, customers, or another meaningful business metric
• Strong understanding of the relationship between acquisition, conversion, retention, and LTV , with the ability to make thoughtful trade-offs across the funnel
• Strong cross-functional capability and experience working closely with Product, Engineering, and Design to improve customer experiences and drive measurable business outcomes
• Ability to translate customer and funnel insights into product hypotheses, requirements, and actionable initiatives
• Strong integrated marketing judgment across organic social, creators, affiliate, paid media, CRM, and on-site merchandising
• High analytical rigor and a strong understanding of attribution, cohort analysis, experimentation, incrementality, and marketing measurement
• Experience building measurement frameworks and operating systems where they did not previously exist
• Comfortable operating across multiple markets and cultures, with the adaptability and humility required to work effectively across languages and customer segments
• Experience in consumer e-commerce, marketplaces, or multi-category retail

Nice to Have

• Experience in Asian food, beauty, lifestyle, or consumer categories
• Experience building a function or business from limited measurement to a data-driven operating model
• Experience with mobile app growth and app-versus-web customer strategy
• Experience scaling businesses across multiple international markets

How You’ll Work

Yami sets company-level growth priorities and allocates acquisition resources centrally. Within that framework, you will have significant ownership over how resources are deployed across your markets.

You will work closely with a counterpart leading the Chinese market, sharing central capabilities while independently developing and executing the strategy for non-Chinese customers.

The role combines strategic ownership with hands-on execution . You will be expected to identify opportunities, build the business case, align cross-functional teams, and drive initiatives through to measurable results.

Why This Role Matters

Asian food, beauty, and lifestyle products are becoming increasingly mainstream across North America, creating a significant opportunity for Yami to reach a broader customer base.

Yami has a differentiated selection and a strong foundation in Asian consumer commerce. The next opportunity is to build a scalable growth engine that can turn this demand into new customers, repeat customers, and long-term customer value across our non-Chinese markets .

• As the Director of Non-Chinese Markets, you will play a central role in building that growth engine and shaping one of Yami’s most important areas of future expansion.

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