Senior Segment Marketing Manager - APAC Gourmet


Singapore, 01, SG, 068809

Job Type: 

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 Segment Marketing Manager will be responsible for managing our promotional and sell-out activities with our customers and distribution channels. Creation and development of actions such as promotional calendar, incentive campaigns, training, planogram, and point of sale actions are part of the scope of the function. KPIs and budget management are key relevant points. Optimize the ROI of investments. In addition, it will manage the development, operation, and management of the annual promotional calendar with actions in different channels such as distributors (BAPA), direct customers like bakeries and confectioneries, and chains.
  • Develop marketing strategies for each segment (BAPA, Horeca, Confectionery, etc) and execute dedicated actions to the distribution channel in order to enhance our brands' penetration and increase our brands' loyalty.
  • Participation in fairs and events, relationship with the commercial team, and other areas of the company are relevant aspects for this function.


Key responsibilities include

  • Responsible for the agency of promoters, promotional actions, and all management that involves this area (revenue creation, KPIs management, and investment management);
  • Trade plans for clients considering the price, sell in, sell out and positioning of brands and directing the commercial team regarding the best investment vs. Return;
  • Evaluate market and competition, monitoring promotions;
  • Develop seasonal campaigns to support sell out of the customer;
  • Analyze field information, management, and creation of KPIs, as well as prepare reports to be shared with management and definitions of strategies;
  • Development and production of point of sale materials, organize tastings sessions in stores, organize fairs and events and responsible for promotional logistics operator and operational demands;
  • Responsible for the calculation, analysis, sending, and monitoring of incentive campaigns for internal team and customers;
  • Internal stakeholders
    • VP Gourmet: Strategy alignment, annual planning, and monthly reporting, and ad hoc project tracking
    • Customer service: follow up any request from a customer
    • Finance; Follow up results, evaluate marketing investments, manage budgets and validate compliance with marketing actions
    • HR: Instruct recruitments and ensure talent development
    • Innovation and Marketing: Align projects priorities and ensure product development along with customers
    • Production OSCO: Follow up product availability
    • Supply Chain: Check product availability before developing marketing actions
  • External stakeholders
    • National Distributors: Drive marketing campaigns
    • Key Account:  Develop partnership and sales development
    • Bakery schools and chefs: Develop partnership
    • External marketing and digital agencies: Supervise briefing, control costs, and follow up the implementation


About you

  • Complete High Education - with preference in the area of business administration, marketing, or economics; MBA desired.
  • Fluent in English.
  • Relevant experience of 10 years in the food industry or FMCG companies; experiences in trade marketing category and channel.
  • Previous experience in B2B (In-Store Bakery Supermarkets and Food Service Accounts) and B2C (Cash&Carry) industry.
  • Knowledge of the Chocolate market is an advantage.
  • Knowledge in the bakery and confectionery market is an advantage.
  • Good understanding or experience of brand marketing.
  • Experience in driving significant business change such as transforming and expanding distribution networks, JBP implementation, or digital expansion.
  • Foodservice market experience is desirable.
  • Advanced Excel - advanced analysis power; advanced PowerPoint.
  • Analytical skill for creating KPIs and analysis for decision making; have in-depth knowledge of trade marketing tools.
  • Entrepreneurial leader with a very strong drive for results and proven achievements; a passionate candidate with a high level of energy, tenacity, and action-oriented mindset; Entrepreneurship mindset.
  • Skills in building relationships with the commercial team and customers.
  • Sense of urgency; Good analytical skills; Stakeholder management;  Decision-making under pressure; ability to shape business, define key strategies, and drive the necessary transformations


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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