APAC Marketing Manager

the fini company es; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

The fini company es is seeking an APAC Marketing Manager to lead and execute the marketing strategy across the Asia-Pacific region, driving brand growth, launches and commercial excellence while aligning with global brand vision.

You will collaborate with headquarters, distributors and cross-functional teams to adapt global guidelines to local markets, manage budgets, and develop consumer and trade initiatives that strengthen brand presence across key channels.

Qualifications

• Bachelor's degree in Marketing, Business Administration, or Communications.
• Minimum 7 years of relevant marketing experience in FMCG or consumer goods.
• Regional APAC exposure with distributors and retailers is highly desirable.
• Proven track record managing internationally recognized brands within global guidelines.
• Fluency in English and Mandarin required.

Responsibilities

• Define and implement the APAC marketing strategy and annual plan.
• Develop consumer, trade marketing and promotional initiatives to drive sales.
• Lead new product launches across the region with market assessment and planning.
• Manage the regional A&P budget and maximize ROI.
• Collaborate with HQ, R&D and cross-functional teams on product and packaging.
• Ensure brand guidelines and positioning are applied across APAC markets.

Skills

Brand management

Commercial mindset

Marketing analytics

Communication skills

English & Mandarin

BI/reporting tools

Education

Bachelor's degree in Marketing, Business Administration, Communications

Tools

Excel

BI reporting tools

Job description

Are you a passionate marketer with international experience and a strong track record in brand building? Do you enjoy working across different cultures, markets and channels while driving business growth? Would you like to play a key role in expanding one of the most loved confectionery brands across the Asia-Pacific region?

If you're looking for a challenging opportunity with high visibility and international impact, we'd love to meet you!

We are looking for an APAC Marketing Manager to lead the development and execution of our marketing strategy across the Asia-Pacific region, ensuring strong brand growth, successful product launches, and commercial excellence while maintaining close alignment with our global brand vision.

If you love challenges and are motivated to work with a great team, keep reading!

What will you do?

• Define, implement and monitor the APAC marketing strategy and annual marketing plan, adapting global brand guidelines and business priorities to local market needs and opportunities.


• Work closely with the APAC commercial team, distributors and business partners to develop effective consumer, trade marketing and promotional initiatives that drive sales and strengthen brand presence.


• Lead new product launches across the region, including market assessment, portfolio recommendations, positioning, launch planning and performance evaluation.


• Manage and optimize the regional A&P budget, ensuring efficient resource allocation and strong return on investment.


• Develop trade marketing programs and customer-specific initiatives to maximize in-store and online execution across key retail channels.


• Analyze market, consumer, category, competitor and channel trends to identify growth opportunities and provide actionable business recommendations.


• Monitor the performance of marketing activities through key KPIs, driving continuous improvement and maximizing business impact.


• Collaborate closely with Headquarters, R&D and cross-functional teams on product innovation, packaging development, communication materials and other strategic projects.


• Ensure brand guidelines, visual identity and positioning are consistently implemented across all APAC markets while balancing local relevance with global brand standards.


• Act as the regional guardian of brand equity, ensuring all marketing activities reinforce a strong, consistent and distinctive global brand image.


• Develop and implement digital marketing, social media, consumer activation and brand-building initiatives tailored to different markets and channels.


• Manage external agencies and marketing partners, ensuring quality execution, cost efficiency and timely delivery.


• Support distributors and commercial teams with the marketing tools, product information and materials needed to accelerate business growth.


• Identify new partnership opportunities, collaborations and innovative marketing initiatives to increase brand awareness, consumer engagement and new consumption occasions.


• Contribute to building Fini into one of the most loved and recognized confectionery brands across the APAC region.

Requisitos:

Education: Bachelor's degree in Marketing, Business Administration, Communications or a related discipline

Experience: Minimum 7 years of relevant marketing experience, with a strong background in FMCG, food, confectionery, or other consumer goods industries. Regional APAC exposure, particularly working with distributors and/or retail customers across multiple markets, is highly desirable.

A proven track record of managing internationally recognized consumer brands within established global brand frameworks and corporate guidelines is highly valued.

Experience in entrepreneurial, challenger-brand, or high-growth environments is a strong advantage, particularly in building brand awareness, driving consumer demand, and achieving measurable results with limited resources.

Languages: Fluency in both written and spoken English and Mandarin Chinese is required.

Requirements and Skills:

• Strong commercial mindset with hands-on experience in brand management


• Trade marketing, new product launches, A&P budget management and marketing performance analysis.


• Strong analytical and presentation skills, with proficiency in Excel and preferably BI/reporting tools.


• Able to work effectively across different countries, cultures and functions in a fast-paced regional environment.