Regional Marketing Team Lead - APAC

Job Description & Requirements

Samyang Foods SEA Pte. Ltd. is the Southeast Asia regional subsidiary of Samyang Foods, a leading South Korean food company established in 1961. Renowned for globally recognized brands such as Buldak Hot Chicken Flavor Ramen, Samyang Foods has grown into an international food company with a presence across Asia, North America, Europe, and other key markets.

Driven by a commitment to quality, innovation, and consumer satisfaction, Samyang Foods develops and distributes a diverse range of food products while maintaining internationally recognized food safety and quality standards. As the company continues its global expansion, Samyang Foods SEA Pte. Ltd. plays a key role in strengthening the brand's presence and supporting business growth across Southeast Asia.

At Samyang Foods SEA, we foster a collaborative, dynamic, and growth-oriented work environment where employees are empowered to contribute, innovate, and develop their careers while supporting the continued success of one of Korea's most recognized food brands.

We are seeking an experienced individual to join us as Regional Marketing, Team Lead (APAC). This role operates within a matrix organization, reporting directly to the Director, Head of Commercial Marketing Sector, APAC and functionally working closely with multiple Marketing Divisions at the headquarter.

About the role:

We are seeking a Regional Marketing Team Leader, SEA/APAC to lead the development and execution of brand strategies and integrated communication campaigns to strengthen brand awareness, equity, and local relevance across Southeast Asia. This role is responsible for translating global/regional brand positioning into culturally resonant stories, campaigns, and content across digital platforms. It will play a critical role in supporting brand penetration in the category by driving consumer connection, trial intent, and emotional engagement. Lead & develop talents and elevate organization marketing capabilities from strategy development, process refinement & plan execution.

Responsibilities:
- Brand Strategy Development & Adaptation for Noodle, Sauce, Snack Categories:

• Own and adapt the brand positioning, architecture, and messaging framework for Southeast Asia.
• Translate global/regional brand strategies into actionable country-level plans and assets.
• Ensure consistency in brand identity and storytelling across all markets and platforms.
• Identify key consumer insights and cultural nuances to build local relevance.

- Integrated Marketing & Campaign Planning:

• Lead the development of brand communication campaigns across digital, social, influencer, and owned media.
• Work with creative agencies to develop master campaign concepts and asset toolkits.
• Plan campaign rollouts and support local teams with adaptation for in-market execution.

- Digital & Social Content Strategy:

• Own the content strategy for digital channels (social media, YouTube, paid digital).
• Ensure creative assets meet platform-specific requirements while maintaining brand integrity.
• Oversee development of local content, influencer programs, and community engagement strategies.

- Local Relevance & Cultural Adaptation:

• Drive glocalization of brand messaging by identifying regionally resonant themes and storytelling angles.
• Work with local teams and agency partners to adapt messaging, visuals, and formats that align with local consumer values and market dynamics.
• Partner with Insights to test and validate communication effectiveness.

- Cross-functional & Agency Collaboration:

• Collaborate closely with Regional Innovation, E-commerce, Shopper Marketing, and Local Market teams to ensure brand plans are aligned across all consumer touchpoints.
• Manage relationships with creative, media, and PR agencies.
• Serve as the key brand steward for Southeast Asia-coaching local teams to elevate brand execution.

- Performance Tracking & Optimization:

• Define key KPIs for brand campaigns (awareness, engagement, consideration, equity). Monitor digital and media performance metrics and adjust creative/media strategy as needed.
• Conduct post-campaign reviews to capture learnings and apply to future planning.

- Team Management:

• Coach & develop marketing talents in regional & local offices to elevate organization marketing capabilities & process improvements.

Requirements:

• Proficient in English communication
• Proficiency in Korean is valuable addition to the candidate's qualification.
• 12+ years of experience in brand marketing or integrated communications in FMCG, consumer goods, or digital-native brands.
• Experience working in the SEA headquarters of an FMCG multinational company.
• Excellent creative development and agency management experience.
• Strategic thinking with strong planning and executional discipline.
• Consumer-obsessed, culturally sensitive, and insight-driven.
• Collaborative and able to manage complex projects with multiple stakeholders in a start-up environment.
• In-depth knowledge of the SEA market, including consumer behavior and competitive landscape.

Due to the volume of applications, we regret to inform only shortlisted candidates are contacted.