Job title: Regional Marketing Director – Asia-Pacific (APAC) Reports to: Vice President of Global Marketing, based in Los Angeles
Location: Shanghai, China (frequent travel required) Package: $200,000+ base salary (depending on experience)
The company manufactures plant-based meat produce that allows families to eat more (not less) of the traditional dishes they love, while feeling great about the health, sustainability, and animal welfare benefits of plant protein.
In 2016, they developed and launched a plant-based, raw-beef style burger that looks, cooks, and tastes so similarly to beef it’s being merchandised in the meat section of grocery stores—an industry first. They’ve sold over 50 million burgers to date, and in North America, their break-through products are now carried in nearly all major grocery outlets and 10,000+ food service outlets in the United States, including prominent QSRs like Carl’s Jr, Del Taco, A&W, Tim Hortons and others in test market (Subway, Dunkin Donuts and KFC).
The company have an impressive portfolio of investors including billionaire Bill Gates, the Twitter founders, Seth Goldman, Jack & Suzy Welch, Kleiner Perkins and others VCs, as well as a host of cultural trendsetters including Leonardo DiCaprio, Kyrie Irving, Chris Paul, Lindsay Vonn, Kevin Heart, Snoop Dogg, Common, and more.
This a full-time position, based in Shanghai, that is responsible for the build-out of an Asia Pacific (APAC) marketing team as well as the development and execution of marketing plans aimed at asserting our client’s position as a the leading company in APAC. This role requires strategic thinking, analytics, creativity, strong attention to detail, resourcefulness, and a very collaborative approach to working with US and international counterparts. The position reports to the VP of Global Marketing, based at our client’s HQ in Los Angeles.
Duties and Responsibilities:
Oversee the creation of our APAC marketing capability:
Hire the following roles, all based in Shanghai:
Communications Manager, APAC
Social & Digital Media Manager, APAC
Field Marketing Manager, APAC
Associate Brand Manager, APAC
Recommend agencies and vendors to support APAC marketing efforts.
Build brand awareness and trial-driving buzz for the company’s products in APAC, largely through a focus on earned media, influencer engagement, social and digital media, and sampling.
Serve as a company spokesperson and brand champion for regional media opportunities, at local events and with partners.
Work with APAC Sales Manager to prioritize marketing efforts by country. In addition, lead the effort to gather category, competitive, and consumer insights by region / country and make recommendations for business building strategies and tactics tailored to the opportunities and challenges at hand.
Support APAC sales team with sell-in of existing and new products to retailers with insights, analytics, and development of marketing decks and other materials.
Develop new-item and new-customer launch plans that achieve rapid consumer adoption and ongoing velocity growth at both Retail and Food Service.
Translate US marketing strategies and campaigns into relevant and compelling regional initiatives.
Manage the creation of all local marketing collateral (for Retail, Food Service, Experiential, Tradeshows, Media, etc.)., ensuring it’s in line with our brand style guide, architecture, messaging, and current campaign(s). Tailor materials as appropriate based on local insights.
Manage regional marketing budget, seeking to optimize ROI. Track quarterly spend by category versus budget, ensuring we do not exceed budget.
Oversee management of APAC agencies and vendors.
Oversee development of all packaging for APAC retail customers, working with the HQ design team and (in time) local design resources.
Work with regional importers and distributors to ensure approved brand assets, messaging, and best practices are followed in each market.
Oversee our APAC Consumer Care efforts, not only ensuring we resolve all inquiries to consumers’ satisfaction but seek to, on occasion, surprise and delight unsuspecting consumers with gestures that go beyond their expectations, helping us build a brand consumers love.
Develop and track goals, metrics, and success criteria for all key activities.
Provide coaching and development for team members noted above.
Communications Manager – APAC
Social & Digital Media Manager – APAC
Associate Brand Manager – APAC
7-10+ years’ experience in consumer-packaged goods marketing, ideally for an international food brand
Strong pulse on the food and innovation scene, with an ability to identify strategic partners, trends, and relevant insights
Highly entrepreneurial with excellent leadership skills
Fluency in English and Mandarin
Adaptable in a fast-paced environment
Flexible schedule to accommodate different time zones
Ability to travel up to 40% of the time
Physical Demands: The successful candidate must be able to travel on flights to international markets and work long, flexible hours, including nights and weekends, as required. Bonus: To be discussed Benefits: Company car, phone, laptop, comprehensive insurance and flights.
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