Regional Manager, Marketing

PURPOSE / OBJECTIVE (OF THIS POSITION):

The incumbent will be responsible for developing and executing marketing strategies that drive brand awareness, customer acquisition, and revenue growth within a specific geographic region. This role requires a blend of strategic thinking, leadership, and hands-on execution to ensure marketing efforts are aligned with the company's overall goals and tailored to local market dynamics. The role typically involves overseeing a team and collaborating cross-functionally with product and regional operations teams.

JOB RESPONSIBILITIES:

To strategize, develop, manage, execute and optimize regional customer journey from acquisition to repeat purchase via:

• Responsible for regional markets including new market, young market, and mature market business performance from the perspective of revenue and users, via the form of channel and product portfolio growth.
• Responsible for regional markets including new market, young market, and mature market business performance from the perspective of revenue and users, via the form of channel and product portfolio growth.
• Research, trade walk, engage local market stakeholders in order to formulate market entry strategy for new market, grow portfolio for young and mature market.
• Identifying opportunities in the regional markets via existing and emerging marketing channels and partners.
• Identifying regional markets' gap in demographics, market trends, product offerings, consumer behaviours in order to craft marketing strategies to capture new or potential market segment based on the company's business objectives
• Strategizing, implementing and evaluating the effectiveness of regional marketing strategies, campaigns, and tactics. Identifying areas for improvement, conducting A/B testing, and implement optimization strategies to achieve better results with each marketing channel.
• Managing multiple regional marketing divisions including but not limited to campaign, partnership, growth, loyalty, and retail marketing.
• Analyzing market trends and competitors to identify opportunities for differentiation.
• Working closely with agencies and internal creative teams to produce high-impact marketing campaigns.
• Collaborate with stakeholders including but not limited to partners, operations, supply chain, brand, strategy, country business unit to ensure that new markets, campaigns, and projects are launched smoothly to accomplish business and fiscal goals.
• Monitoring and reporting on marketing campaign performance and make data-driven recommendations for optimization.
• Implementing effective customer acquisition and retention strategies, both online and offline, to drive app downloads, app purchase, user engagement, retention, and foot traffic to regional ZUS Coffee outlets.
• Developing and optimizing digital marketing campaigns across various platforms to attract and retain customers.
• Utilizing social media, email marketing, and other channels to reach and engage the target audience.

JOB COMPETENCIES / REQUIREMENTS:

Qualification

• At least 8+ years of experience in growth, business development, marketing, or regional operations, ideally in fast-growing or tech-enabled businesses.
• Degree in Business, Marketing, Economics, or related field.
• Experience in a high-growth startup, digital platform, e-commerce, or mobile-first company.
• Understanding of regional consumer behavior, cultural nuances, and regulatory frameworks.
• Familiarity with growth hacking frameworks or product-led growth principles.
• Proven track record of delivering growth in a regional or multi-market context.
• Strong analytical skills and familiarity with growth tools and metrics (e.g., CRM, Google Analytics, Tableau, SQL).
• Excellent negotiation, communication, and stakeholder management abilities.
• Entrepreneurial mindset with a strong bias for action and results.

Experience

• Proficiency in multiple languages and cultural fluency within the region.

Skills & Knowledge

• Data and results driven.
• Strong management skills, leadership abilities, and motivation, with excellent business acumen.
• Ability to influence various levels of stakeholders
• Efficiency and time management

Behavioral Traits

• Culturally curious, observant, and ability to correlate cultural traits to the business.
• Sensitive to demographics' interest, sub-interest, and digital trends.
• Capable of working effectively and productively with team members.
• Flexibility and adaptability to rapid environmental changes.
• Autonomous and results-oriented, with a clear determination to succeed.