Marketing Manager SEA


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

  • The purpose of Marketing Manager Gourmet is to contribute to reaching GM commercial and marketing targets in SEA by translating the global Gourmet marketing strategies into local actions and tools for GM channel with comprehensive Digital and Trade Marketing plans and well-prepared Trade Selling Stories. This role is responsible for locally produced brands management and efficient marketing and trade marketing support for imported products. This position is also responsible for maintaining and further implementing of the GM market scoping in SEA and consequently, will define a strategic and tactical plan to penetrate further in the respective subregions and countries. This role managers the digital support for GM business and renders internal and external PR support to GM sales function.


Key responsibilities include


  • Responsible for GM marketing support in all regions of SEA
  • Aligns its activities with the regional and global marketing teams.
  • Manages content and interactive with users of 5 accounts in Social Media.
  • Manages content of the SEA versions of 5 brand sites (translations, posting the original content)
  • Manages work of digital, advertising, PR agencies, designers, POSM suppliers, etc.
  • Regularly communicates with all distributors and their staff.
  • Travel requirements: 10% of the job.
  • Others: work can be fulfilled partly from home office (if no customer meetings or events are planned for the specific day).
    • Execution of BRAND EXPERIENCES FOR GLOBAL BRANDS  and  LOCAL BRANDS, based on guidelines on activation provided by regional team, delivering brand differentiation to stakeholders/customers/distributors
    • Localize and deploy  1 YEAR Marketing Plans (collection of Push & Pull activities, inc. Seasonal campaigns)  which are presented during Budget process & GGP Meetings
    • Ensure the NPD marketing mix is adapted based on local market relevance (e.g meet local specs/regulations, relevant language/formats)
    • Training/educational programs on winning portfolio/brands/new products to distributor
    • Execute End-user segment strategy (i.e top segments & applications approach) thru active engagement of commercial engine (R&D, Chefs, sales, marketing) via regular forums 
    • Create and localize segment driven plans to increase priority segments penetration via leveraging on the 8Q segment growth plan and communication assets from regional team
    • Analyze gaps related to main applications in priority segments, competitor landscape as part of integrated Annual Planning Process (GGP /Budget process).
    • Analyses market performance, local trends, consumer behavior, competition’s actions and customers’ feedback in order to generate new marketing campaigns & product development initiatives necessary to meet customers’ needs
  • ONLINE CUSTOMER ENGAGEMENT TOUCHPOINTS: PLANNING & EXECUTION OF DIGITAL COMMUNICATION to achieve REACH ENGAGE, CONVERT within locally defined digital ecosystem. Activities may include but not limited to:
    • Monthly SoMe plan and investments (balance between local & global brands, plus local content)
    • End-user newsletters, pardot emails
    • Digital  media partnerships to increase audience REACH
    • Digital channels management:  local Website management:, Facebook, Insta, LinkedIn, local currents posts
    • Advertising & promotional activities/mechanics with end-users, developing and rolling out POSMs, promotional goods & items
    • Activate local partnerships to increase our presence in the market, Ambassador’s Club management, Sponsoring major competition / pastry schools in the local market
    • Leading trade shows & events coordination (logistics, setup, follow up, online and offline communication) to support Gourmet brands
    • Inspirations & Co-creations for Consumer brands and Semi-industrials
  • TRANSLATE DATA INTO ACTIONABLE INSIGHTSTrack KPIS defined from online/offline activations and search for opportunities & improvements to re-target end users
    • Create plans for yearly promotional negotiation (e.g Joint Business Plans), technical plan, innovation pipeline (launches), DSR training
    • Coordinate product information updates with customers  
    • Creates end executes training plans for distributors sales force with the support of sales & chefs
    • Close collaborations  with the Chocolate Academy on sales training, customer visits, local & regional campaigns development, technical support to customers: demos, hands on, co-creation,
    • Organizes Inspiration and Co-creation Days for GM semi-industrials and key accounts.


About you

  • Higher education in marketing, management, journalism (maybe other specialization)
  • Fluent English: written and spoken.
  • Knowledge of marketing communications tools, especially digital and how to use them.
  • Principles of creation, promotion and supporting health for consumer brands.
  • Be advanced use of MS Office (Excel, Word, Power Point).
  • Experience of work in international FMCG companies (preferably food) or international B2B companies,
  • Working experience in trade marketing, channel marketing or brand management at least for 3 years,
  • With experience of complex and large-scale events organization,
  • Experience of digital brands promotion,
  • Excellent communication and presentation skills (capability to create effective presentations and deliver speeches both online and offline).
  • Capable to manage complex projects and drive the project team towards the desired results,
  • A team player with excellent communication skills and a proactive approach,
  • Ability to find the right approach to various personality types and build good relationships.
  • High creativity and attention to details.
  • Good sense of style in designs.

At Barry Callebaut, we are committed to Diversity & Inclusion. United by our strong values, we thrive on the diversity of who we are, where we come from, what we’ve experienced and how we think. We are committed to nurturing an inclusive environment where people can truly be themselves, grow to their full potential and feel they belong. #oneBC - Diverse People, Sustainable Growth.

If you want to learn more about Barry Callebaut, please find further information here.

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