Marketing Manager, SEA Category & GTM

About the role

This position leads marketing for Southeast Asia across category strategy and go-to-market execution. It is responsible for building sustainable category growth by working closely with local subsidiary teams and distributor-led marketing teams throughout the region.

As a regional cluster leadership role, this job defines the SEA-specific category direction and adapts global priorities into commercially strong choices that fit local market needs. It also owns GTM execution directly in selected SEA markets while influencing delivery in other markets through distributor partnerships.

SEA category responsibilities

• Set the long-range vision for the category and build the growth plan using consumer insight, market trends, and portfolio opportunities.
• Lead the category roadmap, including innovation direction, portfolio positioning, and pricing structure.
• Work with global category teams and local market teams to develop products, propositions, claims, and creative platforms that are distinctive, scalable, and aligned to growth goals.
• Make clear category choices across brands, segments, channels, and price points, and adjust the strategy as consumer, competitor, and channel conditions evolve.

Go-to-market responsibilities

• Provide marketing leadership in-market so category and brand plans support business and P&L outcomes.
• Own the commercial performance agenda by defining success measures, reviewing performance against plan, and driving corrective action to close gaps and accelerate growth.
• Lead decisions on portfolio priority, go-to-market planning, and marketing spend allocation, balancing near-term execution with long-term brand building.
• Oversee governance of marketing and innovation investment so resources are directed to the highest-value growth opportunities and generate strong return on investment.
• Build a culture focused on performance and accountability, with marketing leadership centered on commercial impact and enterprise value.

About you

You should be a strategic and commercially minded marketing leader with deep experience in category management and market-level growth delivery. The role calls for someone comfortable influencing senior stakeholders, working across functions, and operating effectively in a fast-moving regional environment.

Skills and experience

• Bachelor's degree in Marketing, Business, or a similar discipline.
• At least 10 years of brand management experience, ideally in consumer electronics, FMCG, or premium brands.
• Demonstrated success in defining category strategy and delivering commercial results at market level.
• Strong commercial judgement, including P&L responsibility, investment control, and ROI-focused decision-making.
• Experience managing multi-market campaigns and brand planning.
• Ability to influence senior internal stakeholders and external partners.
• Strategic, results-oriented leadership with an enterprise-wide perspective.
• Willingness to travel internationally when needed.

Traits

• Entrepreneurial, proactive, and comfortable adapting to change.
• Strong analytical problem-solving and organisational capability.
• Self-directed while also effective in a fast-paced team setting.
• Composed under pressure.
• Open to constructive challenge and feedback.
• Able to influence through clear, well-structured, and logical storytelling.
• Culturally aware with strong understanding of the Southeast Asian market.

Equal opportunity statement

The employer is an equal opportunity organisation and welcomes candidates from all backgrounds. Hiring decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status, or any other protected characteristic.