Marketing & Communications Manager

Company Description

As a global key player in yeasts and fermentation, Lesaffre designs, manufactures and markets innovative solutions for Baking, Food taste & pleasure, Health care and Biotechnology.
Family group born in northern France in 1853, now a multi-national and a multicultural company, Lesaffre is committed to working with confidence to better nourish and protect the planet.
In close collaboration with its clients and partners, Lesaffre employs 11 000 people in more than 50 countries.
Lesaffre achieves a turnover of 3 billion euros.

Job Description

1. Regional Strategy Development & Planning

• Market Analysis & Insight Generation:

I. Conduct comprehensive analysis of the APAC fermented beverage market to identify trends, growth opportunities, and competitive threats. This includes monitoring market data, consumer insights, and channel dynamics.

II. Establish and maintain market intelligence systems to track performance, campaign ROI, and competitor activities.

III. Synthesize data into actionable insights and strategic recommendations for leadership team.

• Strategic & Operational Planning:

I. Translate market insights into a clear and actionable APAC marketing strategy, annual operational plans.

II. Develop and manage the regional marketing budget, ensuring optimal allocation of resources to maximize return on investment (ROI) and achieve commercial objectives.

2. Brand Building & Marketing Campaigns

• Lead the Fermentis brand image building and communication across APAC, ensuring consistency with the group's global brand strategy and effectiveness of brand messaging defined by the Global Communication team.

• Plan and execute targeted online and offline marketing campaigns for B2B clients (brewers, producers) and industry influencers (KOLs/KOCs), including trade shows, technical seminars, workshops, and digital marketing initiatives.

• Oversee the localization, update, and optimization of brand assets (website, social media platforms, collaterals, technical documentation) for the APAC region.

3. Product Management & New Product Development (NPD) Launch

• Collaborate closely with the global product team and APAC sales to manage the lifecycle of existing product portfolios in the region.

• Lead the international deployment of the launch strategy and execution for new products and solutions in APAC, encompassing market research, positioning, pricing recommendations, promotional material development, and sales force training

• Gather and analyze regional customer feedback and market intelligence to provide localized input for global product development.

4. Team Leadership & Development

• Provide full line management for the APAC marketing team (1-2 direct reports), including day-to-day supervision, coaching, performance evaluation, and career development.

• Foster team capability, building a high-performing, collaborative, and innovative team culture.

• Allocate tasks and resources effectively to ensure team objectives are aligned with departmental and company strategy, by associating with 3 sub-regional commercial assistants.

5. Cross-functional Collaboration & Sales Enablement

• Act as the key marketing interface, collaborating seamlessly with APAC Sales, Technical Applications, Supply Chain, and Finance teams to provide comprehensive marketing support for business development.

• Develop effective sales tools, product materials, success stories, and competitive analysis to empower the sales team and drive business achievement.

• Participate in key customer visits, provide expert support from marketing and brand perspectives. Support key accounts in meeting with, collect and understand the Marketing needs of our customers' end consumers.

Qualifications

• Bachelor's degree in marketing, communications, or a related field; advanced degree preferred

• Minimum of 8-10 years of progressive marketing experience, within the FMCG, beverage, ingredient, or B2B industry

• Demonstrated success in developing and executing regional marketing strategies and multi-channel campaigns.

• Solid experience in people management and team development.

• Excellent analytical, strategic thinking, and project management skills.

• Strong communication, presentation, and interpersonal skills, with the ability to influence stakeholders at all levels. Experience with APAC social media and website management experience, experience with Adobe tools is an asset.

• Fluent in English/Chinese;

Desirable:

• Marketing experience with at least 3-5 years in a regional (APAC) role

• Proven experience in the brewing/alcoholic beverage/fermentation industry is a strong advantage.

• Proficiency in another major APAC language