Head of Marketing (Japan / Korea)

As the Marketing Director, this role is responsible for strategizing the local marketing strategy & leading a team of marketi ng talents for on-ground activation to serve our Industrials & Artisanal customers with a digital-first mindset. The position will need to identify key growth drivers and lead a robust 12M rolling marketing plan ranging from brand building, customer engagement and segment building activities across an omni-channel customer journey. This role operates across two focus countries with high profitability- Japan and Korea. This role will be a part of the Market Cluster Leadership team contributing to commercial success.

Main responsibilities:

• Activities include : “Strategic marketing & planning”, “Customer Journey & Engagement”, “Brands & Segments building”, “Portfolio management”
• Identify market key growth drivers and develop an annual marketing plan to fuel market growth objectives (in close consultation with key regional and country stakeholders)
• Define the brand marketing tasks and jobs-to-be-done (e.g awareness, trial, repeat purchase, loyalty) with the aim to gain market share and increase penetration in the market
• Identify the right brand and portfolio mix to compete in the different market tiers (Callebaut in premium & VHP in mainstream) with full understanding of the competitive landscape
• Manage the full brand portfolio mix (proposition, product, pack, price, place, promotion) to ensure competitiveness in local markets (e.g price adjustment, pack upgrades etc)
• Deploy and activate the brand portfolios effectively across different market segments, creating relevant brand experience for various customer types (industrials & artisans), with a digital-first mindset
• Design and implement a robust REACH-ENGAGE-CONVERT customer engagement journey for all customer types, closing the loop from demand generation to fulfilment.
• Set and track performance marketing metrics to ensure the customer engagement activities achieved the desired performance and business KPIs
• Manage and track the set budget and resources allocated to the Marketing function
• Work closely with the commercial team to manage joint business planning with resellers/strategic partners. E.g. set promotions plans, innovation launches, product portfolio trainings
• This is a critical role for our growth strategy to bring new value to our customers in the market cluster, leveraging global expertise and knowledge.

Minimum requirements:

• Min 10 years of marketi ng experience in a B2B or B2C environment (preferably FMCG/ F&B/ingredient industry)
• Experience working in Japan market is required, additi onal experience with Korea market would be an advantage
• Has strong understanding of customer journeys and prior experience dealing with digital touchpoints & ecosystems
• Experience in translati ng consumer and market understanding into powerful insights & concepts
• Strong analyti cal skills and business acumen
• Hypothesis building/verifi cati on skills
• Project/Program management skills