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.