Tealive embarks on search for VP of marketing

Tealive is searching for a VP of marketing who will be managing all aspects of the brand's marketing campaigns and operations. The individual will create and execute various innovative marketing strategies to profitably increase revenue and grow the brand value. He or she must possess refined communication and leadership skills, with proven success in innovative marketing campaigns across the continuum of today’s marketing channels.

Among the list of responsibilities for the role include planning and executing well-performing, well-coordinated product launches of new and existing products, as well as developing channel, segment and market strategies to enable targeted marketing. He or she will also be responsible for strengthening the brand's image, personality and voice to build relevance and equity among target consumer audiences, and work cross-functionally with product managers, the development manager and the customer service manager.

According to the job post on LinkedIn, the ideal candidate should have experience in driving significant revenue and profit with a small team of marketing specialists, have deep understanding of marketing strategy development, and have expertise in copywriting components of marketing promotions.

Last month, the company sold 5,000 cups of its strawless reusable bubble tea cup across its various eCommerce channels. Bryan Loo, founder and CEO of Loob Holding which owns Tealive, said although the 5,000 cups were sold out, as many as 25,000 consumers had it in their shopping cart. By noon on 18 August, Loo said its servers were overwhelmed and the brand's website was down for a while until it upgraded the capacity and added bandwidth. According to Loo, the successful launch of its strawless bubble tea cup puts Tealive "well on target" to reduce single-use cups by half a million each month by 2021.

In April this year, Tealive ventured into the eCommerce space with the sale of its DIY bubble tea kit during the Movement Control Order (MCO) period. CEO Bryan Loo surveyed the interest of consumers on Instagram regarding the DIY kit and was "immediately overhelmed by the tremendous response". Thereafter, an online store, shop.tealive.com.my, dedicated to selling the DIY kits was launched. Within the first few days of the launch last week, Loo said Tealive sold "hundreds of kits" and as of 1 April, the company sold about 1,000 kits. It is also introducing more plant-based milk options MILKLAB, an Australian barista milk company, to complement consumers' DIY creations.

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