Regional Marketing and Communication Manager – Asia
Aviagen · Bangkok
Job Description Summary:
To lead the development, implementation and execution of strategic marketing and communication plans across the Asia region, to attract and retain customers and build brand equity for the Company's poultry genetics business. Based in Bangkok, Thailand, and reporting directly to the President, Asia with a dotted line to the Director of Global Marketing and Corporate Communication, this role leads a team of two and balances regional commercial priorities with global brand consistency.Job Description:
Ultimately, the position holder will help the Company build and maintain a strong and consistent brand across the Asia region through a wide range of online and offline marketing channels, while leading a small regional marketing team.
Strategic Marketing & Planning
- Develop and lead the Asia regional marketing strategy, aligned with both the President Asia's commercial priorities and global brand/marketing direction.
- Translate global strategy into market-specific plans that reflect the significant diversity across Australia, New Zealand, China, India, Thailand, Japan and other Asia markets (customer maturity, regulatory environment, language and culture).
- Research and analyse sales and market intelligence and competitors' trends, to forecast future needs and opportunities across the region.
- Represent Asia regional marketing needs and insights into global marketing planning and portfolio discussions.
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Team Leadership
- Lead, develop and manage two direct reports, setting clear objectives, providing coaching, and building marketing capability across the team.
- Allocate team resources and workload across multiple countries and priorities.
- Educate, develop, motivate and challenge team members to achieve superior performance; support direct reports in implementing their development plans and maintain succession planning.
- Foster a high-performing, collaborative team culture, including where team members are based in different countries.
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Brand & Communications
- Ensure consistent application of global brand standards while enabling appropriate localisation for each market (language, imagery, regulatory compliance, cultural nuance).
- Oversee the design and production of promotional materials, including technical bulletins, literature, brochures and case studies across the region.
- Oversee branding, advertising and promotional campaigns, track effectiveness and test new opportunities.
- Ensure brand consistency across all marketing channels.
- Manage internal and external stakeholder communications across the region, including corporate announcements, crisis/issues communication protocols, and cross-market coordination with local country teams to ensure message consistency and timely execution.
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Digital & Content Marketing
- Direct the regional digital marketing strategy, including website content, social media and email/CRM campaigns, tailored to each market's digital maturity and platform landscape (including China's distinct digital ecosystem, e.g. WeChat).
- Increase the effective use of CRM tools to amplify company messaging and support data-driven marketing decisions.
- Ensure content localisation and translation processes are efficient and quality-controlled across the region's languages.
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Customer & Industry Engagement
- Oversee regional presence at major industry trade shows, conferences, seminars and webinars across Asia markets.
- Support Sales and Technical Services teams across the region in customer engagement activity, including technical seminars, farmer/producer days and webinars, ensuring marketing activity reinforces technical credibility with breeders, integrators and producers.
- Support sales via the production of informational materials and tools, and educate employees about industry trends.
- Build and maintain relationships with industry influencers and key opinion leaders to better understand industry sentiment and trends, and to promote the Company's messages.
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Product Development Input & Pricing Strategy
- Analyse, design and develop requirements for future products based on regional market needs.
- Promote the collection of trial and field data to inform local and R&D teams on current product performance and future product needs.
- Develop pricing strategies for products and services across the region.
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Budget & Financial Management
- Prepare and monitor the regional marketing budget on a quarterly and annual basis and allocate funds effectively across all Asia markets.
- Provide regular reporting to the President, Asia and the Global Marketing Function on regional marketing performance, budget and strategic initiatives.
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Compliance
- Meet all compliance requirements in terms of the collection and maintenance of individuals' personal data and pricing policy.
- Maintain a strong working relationship with the Global Marketing Function under the dotted-line reporting structure, ensuring regional activity aligns with global brand governance and reporting requirements.
Qualification
- Required: Bachelor's degree in Marketing, Business Administration, or a related field. A Master's degree is preferred.
- Minimum of 7 years of experience in marketing, with a focus on strategic planning, market analysis, and campaign execution.
- Proven experience leading marketing across multiple, diverse countries or markets simultaneously.
- Experience operating within a matrixed reporting structure (direct plus dotted line) is highly regarded.
- Experience marketing into China and/or other Asian markets is strongly preferred, given the regulatory, language, and digital platform differences from Western markets.
- Demonstrated people leadership experience, including managing and developing direct reports.
- Experience in the poultry business, animal health, or related industries would be advantageous.
- Proven track record of successful product development input and launching new products into the market.
- Experience in managing and optimising CRM tools to enhance marketing efforts.
- Exceptional analytical and problem-solving skills.
- Previous involvement in public relations activities, including participation in events like trade shows, conferences, and webinars.
- Extensive knowledge of marketing strategies, products, channels, and branding.
- Demonstrated superb leadership, communication, and collaboration abilities
- Ability to develop and execute marketing strategies aligned with business goals and market trends.
- Proficiency in researching and analysing market intelligence, sales data, and competitor trends to identify opportunities and challenges.
- Comfortable working across significant cultural, language, and regulatory differences spanning Australia, NZ, China, India, Thailand and other Asia markets.
- Adept at educating, developing, motivating, and managing a small marketing team to achieve outstanding performance.
- Able to navigate a dual-reporting relationship (President, Asia / Global Marketing Function) with diplomacy and clarity.
- Strong communication skills to effectively design and produce promotional materials, literature, and tools.
- Proven ability to build and maintain relationships with industry influencers, key opinion leaders, and internal stakeholders.
- Capability across varied regional digital platforms, noting China's distinct digital ecosystem (e.g. WeChat).
Desired Competency & Skill
- Strategic Thinking: Ability to develop and execute marketing strategies aligned with business goals and market trends.
- Market Analysis: Proficiency in researching and analysing market intelligence, sales data, and competitor trends to identify opportunities and challenges.
- Cultural Intelligence & Regional Adaptability: Comfortable working across significant cultural, language, and regulatory differences spanning Australia, NZ, China, India, Thailand and other Asia markets.
- Team Leadership: Adept at educating, developing, motivating, and managing a small marketing team to achieve outstanding performance.
- Matrixed Stakeholder Management: Able to navigate a dual-reporting relationship (President, Asia / Global Marketing Function) with diplomacy and clarity.
- Marketing Communication: Strong communication skills to effectively design and produce promotional materials, literature, and tools.
- Relationship Building: Proven ability to build and maintain relationships with industry influencers, key opinion leaders, and internal stakeholders.
- Digital Marketing: Capability across varied regional digital platforms, noting China's distinct digital ecosystem (e.g. WeChat).
- Product Development & Pricing: Experience analysing, designing and developing product requirements based on market needs, and developing pricing strategies for products and services.
- Budget Management: Skilled in preparing and monitoring marketing budgets, allocating funds effectively, and demonstrating financial responsibility.
- Data-Driven Decision Making: Ability to use CRM tools and analytics to make data-driven marketing decisions and amplify company messaging.
- Brand Management: Expertise in ensuring brand consistency across all marketing channels and campaigns.
- Project Management: Strong organisational skills to oversee multiple projects, campaigns, and activities simultaneously.