Manager, Strategic Buyer & VIP Programs
This role is responsible for the strategic development and management of top buyer and VIP programs across all exhibitions under the Food & Food Technology portfolio. The position plays a critical role in driving show success by attracting high-quality buyers, strengthening long-term industry relationships, and ensuring a seamless and value-driven buyer journey from pre-show engagement to post-show follow-up.
Key Responsibilities
1. Hosted Buyer Program
- Manage premium buyer programs across all food & food technology exhibitions
- Develop and refine the top buyer selection framework jointly with the General Manager
- Establish clear qualification criteria to ensure high commercial value and ROI
- Continuously evaluate and enhance program relevance in line with evolving sourcing and product development trends
- Define KPIs and track program performance.
- Manage and monitor hosted buyer program budget
2. Regional Buyer Acquisition & Relationship Management
- Build and maintain long-term relationships with top buyers in the Food, Sweets, HORECA, and FoodTec sectors
- Proactively recruit high-value buyers across Asia through: roadshows, strategic partnerships, industry collaborations
- Foster loyalty and long-term partnerships with key accounts and buying groups
3. End-to-End Buyer Experience Management
- Oversee the full buyer journey: invitation and confirmation, onboarding and communication coordination of participation terms, onsite meeting arrangements, post-show follow-up and reimbursement
- Work closely with appointed vendors to ensure smooth execution
- Ensure a premium and seamless experience that reflects the positioning of the exhibitions
4. Registration & Database Management
- Liaise with registration vendors (together with Operations team) to: review and update online visitor questionnaires annually, test and approve the online pre-registration interface prior to launch, ensure accurate and timely data import, recommend system improvements post show
- Manage and maintain databases of top buyers and VIP guests (embassies, associations, institutions, etc.)
- Coordinate post-show hosted buyers, VIP Guests and visitor data handover to marketing for CRM upload
5. VIP & Guest Engagement
- Manage invitations and coordination for key event functions such as: opening ceremony, networking events, official receptions
- Maintain strong relationships with embassies, trade associations, institutions, and industry leaders
Requirements:
- Minimum 3 years of relevant experience in buyer program management / VIP Programs within the exhibition or trade fair industry
- Strong network within Food, Sweets, HORECA and/or Food Technology sectors preferred
- Proven experience in regional buyer recruitment and stakeholder engagement
- Strong project and vendor management skills
- Experience working with registration systems and visitor databases
- Knowledge of HubSpot and Microsoft Business Central is an advantage
- Excellent communication and relationship management skills
- Organized, detail-oriented, and able to manage multiple projects simultaneously
- Willingness to travel regionally
