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Regional Marketing Manager North Asia - Shanghai



The purpose of this role is to develop and drive our marketing strategy in the region, grow our brand awareness, with a focus on China, whilst capitalising on opportunities in Hong Kong SAR and Japan and ensure an optimised and harmonised customer experience across the entire customer journey in all target markets.

The role is to be responsible for rolling out our 2024 marketing plan, brand and content management using our various touch points i.e. social media platforms, email marketing and official customer communications and engagement, and generating leads.

Whilst ensuring a fit-for-purpose market positioning and value proposition, you accelerate the development of sales and marketing material, presence at relevant events, and partnerships and sponsorships with key stakeholders including media. Our marketing material should always be up to date and consistent with the global brand guidelines and positioning, whilst locally relevant.

The role works closely with the different teams within the HQ Marketing cluster and also with the local team in China. In this position you will be part of the wider Asia Pacific Marketing team, and have regular interaction with our team in Singapore as well. The role will ensure all activities are aligned to the global marketing strategy, implementing the relevant campaigns/tactics. Additional scope to work on global marketing projects.

Key responsibilities

Marketing strategy (collaborate with central marketing)

  • Creation and implementation of regional marketing strategy aligned with global marketing strategy and effectively manage the budget within the supervision of the Global Marketing Director
  • In collaboration with local partners, you further develop and execute our marketing strategy and plan for 2024 and beyond
  • With a solid understanding of the region, you develop and execute relevant marketing strategies that match local prospect and customer requirements

Customer engagement through Events & Sponsorships

  • Ensure roll out and implementation of central approach and deliverables for all events (ensure all deliverables are on-brand) working closely the HQ Events team
  • Manage media partnerships and drive new opportunities. Be the bridge between the client and the media for content execution and client exposure
  • Manage the planning and execution of Certification Celebration (managing regional customer communications, database management and follow-up) in very close collaboration with the Customer Engagement and Events team
  • Localize the central content for the Top Employers Certification announcement across our different media channels. (i.e logo slides, region specific asset production in line with central approach)
  • Production of events, both online and offline, working closely with central team
  • Monitor branded merchandise in terms of vendor selection, setting up the standard for product quality and understanding client needs

Content marketing

  • Content Management on our digital channels: localize central content i.e. HQ HR Best Practices selection relevant for your region; develop content to meet local business requirements
  • Social media management
  • Regional newsletter program management
  • Ensure all deliverables are on-brand

Lead generation, nurturing and automation

  • Support the Marketing Operations team on executing paid advertising and lead nurturing campaigns to support our commercial efforts
  • Create a transparent environment between sales and marketing how marketing is contributing to quality lead generation and nurturing

Key Success Competencies

  • Company wide competencies: Collaboration, customer focus, global perspective
  • Role-specific competencies: Communicates effectively, plan and aligns, ensures accountability, tech savvy, manages complexity, drives results

Qualification Criteria

  • Bachelor’s degree (or equivalent) in business, marketing or a related field
  • 5 to 8 years of working experience as a Marketing Manager or similar role, preferably in B2B (in a service selling environment,)
  • Oral and written command of English
  • Excellent communication and organization skills
  • Previous experience in social media management and digital marketing
  • Previous experience with organizing local and regional events (online and offline)
  • Previous experience with customer communications
  • Previous marketing experience in the HR field is advantageous

Top Employers Institute offers

  • Competitive remuneration (monthly salary + variable pay)
  • Solid benefits and flexible working conditions (human centric)
  • We pay you to pay it forward. Two days company paid time off (VTO) for volunteering for causes you care about
  • Dynamic, open, international and professional business culture
  • Plenty of room for initiatives and own responsibility
  • Work in a growing organisation with colleagues from all over the world
  • Leader in HR, relied on by global clients such as DHL, Novartis, and PepsiCo
  • Fast growing company (double-digit revenue growth in 2021), backed by HAL Investments, one of the largest investment companies of the Netherlands

Top Employers Institute
Top Employers Institute is an Equal Opportunity Employer. We respect and celebrate each other’s differences. We know that a diverse workforce enhances our success. We are conscious that having the freedom to be yourself is the basis of sustainable growth. To us, it doesn’t matter where you were born, what you believe in, how old you are, what you look like, or who you love. We actively promote and depend on the diversity of thought, skills, and capabilities in our project teams to serve our international consumer base in the best way possible. We believe that different perspectives and backgrounds actually lift Top Employers Institute to new heights and increase our way of thinking for a better world of work. Join us, as there is a place for you here!