Regional Head of Marketing

This is an individual contributor role that delivers brand strategies to our Asia markets, enabling them to implement their brand plans locally.

• Set the brand strategies 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 brand and portfolio: determine price positioning (partitioning and indexing)/architecture together with Regional Sales and Category Insights lead.
• 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 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 drive ROI.
• Responsible for developing a concise regional marketing campaign brief, communication concept, and align outputs with local markets to meet intended local/regional marketing and business objectives.
• Lead/support translating growth opportunities into clear and concise project briefs and drive project ownership in the gates (I4G/A4E). Demonstrate project leadership in seeing concepts (strategy) into action (on shelves) for multi-market projects.
• Project management includes steering discussions:
  • Develop portfolio review and pricing.
  • Manage project development with cross-functional teams to set expected timelines and relentlessly steer towards delivery. May also be responsible for timeline management for identified commercial projects.
  • Work with local markets and align with brand priorities, including PPA.
  • Ensure alignment of local teams with the category strategy by intensively monitoring local portfolios and reviewing the local competitive environment.
• Contribute to a winning sales and marketing team culture with strong collaboration and a growth mindset.
• Foster strong external/internal relationships and trust through concise briefs and regular feedback (for regional projects and local campaigns as aligned in the CBM ways of working).
• Proactive collaboration and joint KPIs with local and cross-functional teams.
• Enhance best practices of lead countries by leading discussions, directing, evaluating, and enabling global roll-out of these best practices.
• Lead preparation of presentations and relevant reports.
• Exemplify the attitude to be the best-in-class coffee and tea company for the respective brands.

• Minimum of 10 years of marketing experience, including at least 3 years in a local operational marketing role.
• Preferred experience in the FMCG or beverage industry.
• At least 3 years of strong NPD project management experience.
• Experience in brand/product marketing in SEA markets/Greater China.
• Strong marketing fundamentals with a proven track record in driving marketing and digital performance.
• Solid analytical skills and exposure to consumer research.
• Proven ability to initiate and drive change successfully in previous roles.
• Entrepreneurial spirit and willingness to be hands-on.
• Ability to navigate complexities and multitask in a fast-paced environment.
• Proven collaborative cross-functional relationships; strong communicator.
• Results-oriented mindset.

Our DE&I Statement

At JDE Peet's we aim to create a better future where we authentically serve, reflect and embrace everyone. We believe in fostering a more diverse, equitable and inclusive organisation where everyone feels comfortable to truly be who they are and unleash their full potential. This means we do not tolerate discrimination on the basis of our race, ethnicity, sex, gender identity, sexual orientation, religion, nationality, age, disability, or any other trait protected by law.

Throughout the entire employee lifecycle, we place DE&I at the core of our people processes. This enables us to drive objectivity and eliminate any potential bias, ensuring an inclusive experience in the workplace. Do not hesitate to reach out if you require any reasonable adjustments to the recruitment process.

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.