Regional Marketing Communications Manager

Tate & Lyle Asia Pacific Pte. Ltd (Singapore, Singapore) 16 days ago

The Regional Marketing Communications Manager will be responsible for managing the Marketing activities in SEA, India, and North Asia, in support of APAC business growth objectives in the six strategic categories: Beverages, Dairy, Bakery, Snacks,  Soup Sauces Dressings (SSD), and Convenience.

The Regional Marketing Communications Manager will be responsible for developing the communication messaging and tools, in collaboration with Global Marketing communications. Translating the value proposition developed by the Category Managers into storytelling propositions that support business growth through:              

  • Translates category value proposition into presentations, brochures, press releases, trends, and prototypes.  The global trends will come from press releases shared by global marketing communications.

  • Owns all customer and category related communication, aligns with global marketing and corporate communications on trade shows, customer events, and associations

  • Gathers intelligence on what is affecting the immediate marketplace.  Understand each category in depth from a B2B and B2C perspective.

  • Manages and owns regional marketing budget, SG&A

The main responsibilities of the role are:

  • Lead translation of value proposition in each category

  • Leads the development of regionalized category and customer-related communications

  • Responsible for gaining all regional legal, regional, nutrition, and ATS approvals for marketing communications and routing materials through the global approval process.

1. Supports High-Performance Team Management and Facilitation

  • Supports ongoing efforts of customer first agenda, supports category strategy implementation

  • Building strong interdependent partnerships and high-performance teams to ensure achievement of Regional Marketing goals.

2. Marketing Plans for the SEA, INDIA, & North Asia Region in line with Global Marketing strategies and APAC Business priorities

  • Develop, formulate and recommend a comprehensive regional marketing strategy and executable marketing plan for key countries: Indonesia, Vietnam, Philippines, Japan

  • Develop and manage customer-focused communication and sales promotion initiatives plan and budget.                                         

  • Act as a Marketing point of contact for global teams and work with them to customize launch plans for the region.

  • Manages all activities in the plan to deliver on time and on budget

3. Regional Trends and Market Analysis:

  • Monitoring and tracking regional consumer, customer, and regulatory trends (including buying behavior and attitudes) and communicating these to the category management team, core partners, and sales teams. 

  • Responsible for interpretation of consumer research for field sales teams, with insights tied to category view. 

  • Input into global market research team on regional insights and needs; brief global market research on specific projects or region-specific points of view.

  • Ad hoc Support to sales, technical teams, and management in capturing relevant data for specific important needs allowing market analysis and capture of opportunities for the business

  • Contribute to the justification for new product launches through market intelligence of customer, category lens                

4. Regional Execution of Marketing programs and Customer support materials:

Partner closely with regional management and the sales team to develop and support the execution of the Platform/ Category strategy and the specific marketing and sales go-to-market programs and activities in the regions, including the development (and attending) of trade presentation materials and collateral required for successful sales activities and launches, thereby measuring and evaluating the ROI of marketing investments within the Region.

5. Regional CUSTOMER SOLUTIONS Development & Planning:               

  • Objective: feed the Customer Project Pipeline through targeted Push programs

  • Work closely with Sales, Technical Service and Global Category teams to identify and understand customer needs in order to develop customers with well-established selling arguments, such as improved taste and cost reduction, to effectively differentiate offers and deliver customer innovation;

  • Drive internal communication and alignment process between R&D team, product management, and sales and marketing to manage and prioritize application development pipeline.

  • Ideation: provide insights to R&D and Product management to assist in the identification of new product development opportunities

  • Develop Solution launch plans in collaboration with the R&D team, product management, and sales teams to ensure the effective development of new Products and Solutions

  • Supervise, coordinate and provide justification for application innovation work

  • Fine-tune local positioning and co-ordinate the local roll-out of New Solutions and Services

  • Communicate with global and corporate teams to keep all marketing activities consistent with company standards and guidelines;

6. Development and Execution of plans to apply Portfolio Positioning, Segmentation, and Prioritization in the region for both new and existing core products, in conjunction with partners, to grow share of both platforms and categories.

7. Development and execution of Global Brands Strategy in the region, to ensure successful launches and consistent execution

8. Co-ordinate New Product Launch Support activities in the Regional team, partnering with Global Category teams to ensure consistent and effective launches.

9. Regional Customer and Key Customers and Stakeholder Connections: Partnering with the sales force to build deeper and ongoing connections with core regional target customers and stakeholders to identify gaps, focused on ensuring understanding of both articulated and unarticulated needs.   

10. Direct Customer communication: actively participate in key customer visit programs and customer roadshows to share market research findings (consumer insight, category trends)

  • introduce new customer Solutions

  • capture customer drivers

  • convey thought leadership message

  • build Marketing-to-Marketing relationships                                

  • Drive Direct Marketing programs: lead development of direct marketing campaigns and regional customer newsletter

  • Convey compelling messages to customers at Tradeshows, speaking opportunities, and other public events              

11. Category communications: effectively communicate to customers and Field teams about the company’s capabilities, products, and services to raise awareness, thereby making use of a variety of communication tactics, and supported by the Communications team and PR or Marketing agency:   

Proactively provide input to Category and Communications teams regarding opportunity and desirability of Print and Online content up to dates                  

12. PR and Media Relations: highlight opportunity and desirability of PR (press releases, editorials, features, interviews, and proactive media outreach.) in the Region.

13. Media Planning: advise Communications team on media mix in Region


  • Perform, maintain and improve the EHS standard and requirements as set by the Company.  Participate in the company’s EHS program including training, audit, etc, arranged by the company


  • Degree in marketing management or similar discipline        

  • Min 7-10 years marketing experience in B2B (food ingredients) or B2C

  • In-depth knowledge of the food and beverage industries within APAC – in particular China & SEA, India, an ability to offer insights and ideas to bring creative value-added solutions to the customer and marketplace;

  • Solid understanding of the key levers of the food ingredients’ business, including customer needs, market trend, competition, success factors, and potential risks;

  • Overall solid understanding of APAC, its business practice at both multinational and local companies, and relevant customer segments.

  • A high sense of personal integrity, honesty, and trust, an individual with unbending uncompromising ethics;

  • A self-motivated, action-oriented team player with outstanding interpersonal skills;

  • An individual with great energy, drive, enthusiasm, commitment, and positive “can-do” attitude;

  • Inquisitive personality with the ability to work in a fast-paced environment with cross-functional teams under pressing deadlines


Tate & Lyle is an equal opportunity employer, committed to the strength of an inclusive workforce.

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