(Senior) Marketing Director

The (Senior) Marketing Director will lead the overall marketing and commercial strategy across all business segments in the Asia Pacific (APAC) region, with responsibility for driving market development, revenue growth, margin improvement, channel effectiveness and commercial performance.

The role will provide strategic leadership across market strategy, pricing, dealer and channel management, promotions, market intelligence and commercial analytics. The Senior Marketing Director will work closely with Sales, Product, Finance, Engineering, Service, regional management and HQ to translate market insights into actionable business strategies and ensure effective execution across APAC.

The role will also be responsible for providing senior management with comprehensive analysis of market size, market share, revenue, margin, pricing, channel performance and other key commercial indicators across all business segments.

Key Responsibilities

APAC Marketing Strategy and Regional Leadership

• Lead the development and execution of the overall marketing strategy and marketing activities across all business segments in the APAC region.
• Develop regional marketing strategies, annual plans, priorities and initiatives aligned with business objectives and growth targets.
• Identify market development opportunities, target markets, customer segments and growth areas across APAC.
• Drive the development of segment-specific marketing strategies based on market dynamics, customer requirements, competitive landscape and business priorities.
• Ensure effective alignment between regional marketing strategy, sales strategy, product strategy and overall business objectives.
• Provide strategic market and commercial recommendations to senior management and HQ.
• Monitor the effectiveness of regional marketing activities and adjust strategies based on market performance and business results.

Pricing, Dealer and Channel Management

• Take the lead in developing and managing regional pricing strategies across all relevant business segments and markets.
• Analyse market pricing, competitor pricing, product positioning, customer requirements and profitability to support pricing decisions.
• Work closely with Sales, Product, Finance and HQ to establish pricing strategies that balance market competitiveness, revenue growth and margin objectives.
• Lead the development and optimisation of dealer and distribution channel strategies across APAC.
• Establish channel management principles, dealer segmentation, channel coverage, performance monitoring and development plans.
• Evaluate dealer and channel performance and identify opportunities to improve market coverage, sales effectiveness and profitability.
• Develop strategies for dealer appointment, development, performance improvement and channel expansion in collaboration with regional teams.
• Lead the development and execution of regional promotional strategies and programmes, including pricing campaigns, sales promotions, product promotions and market activation initiatives.
• Ensure pricing, dealer/channel strategy and promotional activities are aligned with overall regional business objectives.

Market Size, Market Share and Commercial Analytics

• Lead the development of comprehensive market intelligence and commercial analytics across all APAC markets and business segments.
• Establish and maintain analysis of market size, market growth, market share, competitor performance, customer segments, product segments and industry trends.
• Monitor market share performance by country, segment, product and customer category.
• Identify changes in market dynamics, competitor positioning, customer demand and industry trends and translate them into actionable business recommendations.
• Develop market sizing and forecasting models to support business planning, market entry, product planning and resource allocation.
• Analyse sales performance against total addressable market, available market and competitive performance.
• Establish regular dashboards and management reports covering key market and commercial indicators.
• Provide data-driven insights to support strategic decision-making by regional management and HQ.

Revenue and Margin Management

• Lead the preparation and analysis of revenue and margin performance across all business segments in APAC.
• Work closely with HQ, Finance, Sales and regional teams to ensure accurate and timely revenue and margin reporting.
• Monitor revenue, gross margin, product mix, pricing, volume and other key commercial performance indicators by country, segment, product and channel.
• Identify key drivers of revenue and margin performance and highlight significant variances against budget, forecast and previous periods.
• Provide management with regular analysis and recommendations to improve revenue quality, profitability and commercial performance.
• Support annual budgeting, business planning, forecasting and strategic target-setting processes through market and commercial analysis.
• Develop standardised regional reporting frameworks to improve visibility and consistency of commercial performance across APAC.
• Work closely with HQ to align regional reporting definitions, methodologies, targets and performance indicators.

Sales and Business Development Support

• Act as a strategic business partner to regional Sales and Business Development teams.
• Translate market, customer, pricing, channel and competitive insights into actionable sales and business development strategies.
• Support key account development, new market entry, product launches and strategic business opportunities.
• Identify opportunities to improve customer acquisition, market penetration, product mix and channel effectiveness.
• Provide Sales teams with relevant market intelligence, competitor analysis, pricing insights and commercial recommendations.
• Facilitate close collaboration between Marketing, Sales, Product, Finance, Engineering and Service functions.

Product and Market Development

• Work closely with Product and Engineering teams to align product strategies with APAC market requirements.
• Provide market and customer insights to support product planning, product positioning, portfolio optimisation and new product development.
• Identify product gaps and market opportunities across different countries and business segments.
• Support product launches and market introduction strategies across APAC.
• Monitor product performance, competitive positioning, customer acceptance and market development following product launches.

Regional Promotion and Marketing Activities

• Lead the development and implementation of regional marketing and promotional programmes across APAC.
• Oversee exhibitions, industry events, customer engagement activities, product launches, digital marketing and other market activation initiatives.
• Develop marketing materials and commercial content to support regional sales and business development activities.
• Ensure marketing activities are focused on measurable business outcomes, including market development, lead generation, customer engagement and sales support.
• Track and evaluate the effectiveness and commercial impact of marketing activities.

HQ and Regional Coordination

• Serve as the key regional marketing and commercial interface between APAC markets and HQ.
• Work closely with HQ on revenue, margin, pricing, market size, market share, sales performance and other commercial reporting.
• Ensure timely and accurate submission of regional market and commercial information to HQ.
• Align regional strategies, reporting standards, business targets and performance indicators with HQ requirements.
• Consolidate and communicate market intelligence and commercial insights from individual APAC markets to HQ and senior management.
• Drive regional initiatives and ensure effective implementation across countries and business segments.

Team and Stakeholder Leadership

• Lead and develop the regional marketing function, including manpower planning organisational structure, capabilities and performance management.
• Provide strategic direction and guidance to marketing and commercial team members across the region.
• Build capabilities in market intelligence, commercial analytics, pricing, channel management, product marketing and market development.
• Lead relationships with dealers, distributors, external agencies, consultants, event organisers and other strategic partners where applicable.
• Foster strong collaboration across Sales, Marketing, Product, Finance, Engineering, Service, HQ and country teams.

Job Requirements

• Bachelor's degree in Marketing, Business Administration, Economics, Finance or a related discipline. A Master's degree or MBA is an advantage.
• Minimum 10 years of relevant experience, with substantial experience in a senior marketing, commercial, business development or regional management role.
• Strong experience in B2B, industrial, automotive, power generation, construction machinery, commercial vehicles, engines or other technical industries is highly preferred.
• Proven experience managing regional marketing strategies across multiple APAC markets and business segments.
• Strong understanding and practical experience in pricing strategy, dealer management, channel management, market development and promotional strategy.
• Strong analytical capabilities, with demonstrated experience in market sizing, market share analysis, forecasting, commercial analytics, revenue analysis and margin analysis.
• Strong commercial and financial acumen, with the ability to understand and analyse revenue, gross margin, pricing, product mix, volume and profitability.
• Experience working with HQ or regional headquarters on business planning, reporting, performance management and commercial analysis.
• Strong understanding of APAC markets, including different market structures, customer behaviours, competitive environments and distribution models.
• Proven leadership experience in managing teams and cross-functional stakeholders across multiple countries.
• Excellent strategic thinking, analytical, communication, presentation, negotiation and stakeholder management skills.
• Strong proficiency in Microsoft Excel and PowerPoint; experience with BI, CRM, market intelligence or data analytics platforms is an advantage.
• Ability to work independently in a fast-paced regional environment and manage multiple markets and business priorities.
• English proficiency is required; Mandarin is an advantage for communication with HQ and Chinese-speaking stakeholders.
• Willingness to travel extensively within the APAC region as required.