Regional Head of Marketing

**Company Description** Who we are?**

JDE Peet’s (JDEP) is the world's largest pure-play coffee and tea company by revenue, reported at € 8.2 billion in 2023. With origins dating back to 1753, we are headquartered in the Netherlands, with a global workforce of over 21,000 associates. We unleash the possibilities of coffee and tea in more than 100 countries with a portfolio of over 50 brands that cover the entire category landscape, including L’OR, Peet’s, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona.

JDEP operates in APAC across four key business divisions: consumer packaged goods (CPG), an F&B cafe business under the OldTown White Coffee brand, and two out-of-home units: Food Ingredients & Food Services that delivers non-dairy creamers (NDC) and coffee products for the F&B sector, and Professional Services for B2B customers.

True to our mission of delivering “a coffee or tea for every cup”, JDE Peet’s diverse brand portfolio in Asia Pacific (APAC) includes global billion-dollar brands such as L’OR, regional heroes like Moccona, as well as local and heritage jewels that tap into the unique tastes and preferences of consumers in this diverse region. These include much-loved heritage brand OldTown, mixes pioneer SUPER, Maxwell House, Owl and Ye Ye, as well as specialty brands Hummingbird in New Zealand, and Campos in Australia.

Across APAC, we operate commercial offices in Australia, Greater China, Malaysia, Myanmar, New Zealand, Singapore, and Thailand. Our regional hub for manufacturing, supply and R&D is located in Johor, Malaysia, which also roasts all coffee for Asia markets. Our manufacturing footprint also covers Ipoh, Malaysia, Myanmar, Thailand, China, Australia, and New Zealand.

Situated in Singapore, the Singapore ADM cluster serves as a strategic base for expanding JDE Peet’s presence in the Asia region, including in Indonesia and the Philippines, as well as international export markets. Singapore also serves as the APAC Corporate headquarters, and is the hub for regional corporate functions such as Finance, Internal Controls, Marketing, Human Resources and Corporate Affairs.

**Growing together to create a better future**

Our belief is that together, through the power of our brands, we can unite our actions to deliver impactful change and be a ‘force for better’. The JDE Peet’s Common Grounds programme embodies our ambition to positively impact People, our Planet, and the future of coffee and tea through its three pillars: Responsible Sourcing, Minimising Footprint, and Connecting People.

Through Common Grounds, we work with farming communities, suppliers, NGOs and governments to continuously improve the social and environmental conditions in origins where coffee, tea and palm oil are grown. Since 2015, our projects have reached over 700,000 farmers to improve their productivity, profitability and sustainability.

**What’s it like to work at JDE Peet’s?**

We are people united by the power and possibility of tea and coffee. At JDE Peet’s, we thrive on the freedom to pursue opportunities, provoking new ideas to make an impact at scale.

We are a values-driven organization led by our core values of Discipline, Simplicity, Accountability, Solidarity and Entrepreneurship. To ensure each individual has the opportunity to make an impact in the world of coffee and tea, we offer our associates a range of learning and development programmes to support their personal growth.

At JDE Peet's, we believe it’s amazing what can happen over a cup of coffee or tea.
- Set the regional portfolio strategy for brands/categories, ensuring maximum penetration at optimum margins.
- Lead the brand innovation pipeline with cross-functional teams to develop and implement annual 12-month and 36-month planning roadmaps. This includes establishing pipeline value and delivering plans to achieve targets.
- Build and drive brand strategies, establishing tasks with local markets to drive recruitment, penetration of new users, and user retention.
- Build actionable business outcomes in AOP planning with markets using data insights by continuously monitoring competition, category data analysis, customer research, market trends, and latest technologies.
- Responsible for price governance of the portfolio: determine price positioning (partitioning and indexing)/architecture together with Regional Sales.
- Articulate and deploy master brand strategy and visual identity, in line with global guidelines, ensuring consistent brand building within the ASIA region.
- Govern and steer leadership in brands (Core/or Premium) in the respective local market, including portfolio management, pricing, and marketing executions to achieve performance metrics like salience, awareness, and consideration.
- Responsible for effective delivery of marketing activities within the agreed budget, brand guidelines (80/20), and clear measurement plans to track business performance (topline target, market share, etc.) and d