The Go-To-Market(GTM) Manager leads the end-to-end planning and execution of product launches, seasonal campaigns, and brand collaborations in Korea. Working across brand, product, and commercial priorities, you will translate business goals and guest insights into integrated GTM plans across cafe, digital, social, PR, and retail touchpoints. This role combines brand judgment, creative storytelling, and data-driven decision-making to grow key categories while protecting Blue Bottle’s intentional brand voice and guest experience.

This position is based in Seoul and reports to the Brand Director, Korea.

You will

GTM Strategy & Launch: Lead the end-to-end go-to-market process for new products and campaigns, from consumer and market insights and positioning through launch planning, channel activation, execution, and post-launch review.

Category Growth: Translate annual and quarterly business priorities into actionable plans across key categories, using sales, guest, and market insights to identify growth opportunities and drive performance against agreed GMV and profitability targets.

Integrated Marketing & Social: Build integrated plans for seasonal programs, product launches, and brand collaborations across cafe, digital, social, PR, and retail touchpoints; shape the social content roadmap around key brand and commercial moments.

Creator & Partnerships: Develop creator and brand partnerships that build cultural relevance, strengthen storytelling, and drive meaningful guest engagement.

Performance & Cross-functional Execution: Manage marketing budgets, evaluate campaign and product performance using sales, guest, and marketing data, turn learnings into actions, and align Product/R&D, Supply Chain, Operations, and Brand teams to deliver on time and at a high standard

You are

A proactive self-starter who turns ideas into action and takes ownership from strategy through execution.

A structured thinker who can navigate ambiguity, prioritize effectively, and manage multiple workstreams in parallel.

A strong cross-functional collaborator who can align diverse stakeholders and move work forward through clear, flexible communication.

Commercially minded and comfortable using data to make decisions, identify opportunities, improve performance.

Passionate about connecting product, storytelling, culture, and guest experience, with strong alignment to Blue Bottle's commitment to quality, intentionality, long-term brand building, and sincere hospitality

You have

Bachelor's degree or equivalent practical experience; Marketing, Advertising, Business, or a related field is preferred.

8+ years of experience in GTM, product marketing, category marketing, or integrated marketing within consumer-facing industries such as F&B, FMCG, retail, hospitality, or lifestyle.

Demonstrated experience leading end-to-end product or campaign launches, including post-launch performance review and optimization.

Strong analytical skills and comfort working with sales, marketing, and operational data.

Excellent written and verbal communication skills in Korean and English.

Proficiency in Google Workspace (Docs, Sheets, Slides, etc.)

Team management or mentoring experience is a plus.