Marketing Manager SEA
Location: Petaling Jaya, 10, MY, 47800
At Barry Callebaut, we are on a journey to transform the cocoa and chocolate industry. As the world's leading manufacturer of high-quality chocolate and cocoa products, our actions truly shape the future of our industry. We are a business-to-business company, serving the entire food sector, from the cocoa bean to the finest chocolate product. We are a company with a purpose, we believe in doing well by doing good and reinvesting in the communities we operate. We have a long-standing commitment to sustainability and our goal is to shape a sustainable cocoa and chocolate future. We are headquartered in Zurich, and have more than 12,000 passionate Employees working in more than 40 countries worldwide. We are very proud of who we are and what we do. And of course, we are always looking for talented people to help us have a positive impact on our industry and beyond!
About the role As the Marketing Manager, this role is responsible for leading and executing a robust channel marketing plan, with the aim to reach-engage-convert artisanal & industrial customers. The position will need to identify and activate key touch points (offline & online inclusive) to reach target customers at scale. With a digital-first mindset, he/she will need to define simple digital journeys leading to purchase and build brand loyalty/repurchase via high-value leads management programs. He/she will also need to work closely with resellers / strategic partners, engaging in customer marketing efforts to deepen brand penetration in the local market (premium & mainstream).
Key responsibilities include Develop a robust REACH-ENGAGE-CONVERT customer engagement plan and implement relevant programs/activations to generate demand with end users (mainly artisans) in the local market. Activities may include but are not limited to Offline customer engagement events such as inspiration days, co-creation, trade fairs Management of digital platforms (e.g Website, instant messaging, social media) Newsletters via email marketing Digital media/channel partnerships to increase audience REACH (e.g live streaming) Leads management on salesforce.com Activate local partnerships to increase our presence in the market & encourage brand loyalty, e.g Ambassador's Club management, Sponsoring major competition/pastry schools in the local market Supporting local trade/distributor events with POSMs, product presentations Generate selling opportunities within the customer journey & connect to digital sales channels (e.g through e-commerce/social commerce), closing the loop from demand generation to purchase Set and track performance marketing metrics to ensure the customer engagement activities implemented achieved the desired performance and business KPIs Manage local brand portfolio targeting artisans/resellers and execute relevant and impactful BRAND EXPERIENCES in the market based on guidelines set by the central/regional team Ensure the marketing mix of new product launches is adapted based on local market relevance (e.g meet local specs/regulations, relevant language/formats) Bring the brand portfolio to life in the markets via inspiring product segment content (e.g ice cream, bakery concepts), leveraging on the segment and communication assets from the regional/central team Work closely with the field sales team to create plans for yearly promotional negotiation, technical plans, innovation pipeline (launches), distributor training Collaborate with regional sustainability business development manager to convert key local industrial accounts to sustainable portfolio Travel requirements: 30% About you 8-12 years of marketing experience in a B2B or B2C environment (preferably FMCG/ F&B/ingredient industry) Has a strong understanding of customer journeys and prior experience dealing with digital touchpoints & ecosystems Experience in translating consumer and market understanding into powerful insights & concepts Strong analytical skills and business acumen Hypothesis building/verification skills Project/Program management skills Have a passion for creating exceptional consumer experiences with the aim to inspire Have creativity and think out of the box An agile leader who is strong in nurturing & empowering teams. Has the ability to build diverse and inclusive teams, driving a high-performance culture Possess great interpersonal skills to influence/inspire internal/external stakeholders Client-centric & delivery-focused Agile & entrepreneurial, willing to roll up sleeves Demonstrate BC Leadership Behaviors