Marketing Manager – Demand Generation & Trade Marketing (Building Materials)

Greenlam Asia Pacific Pte Ltd; Singapore; Sur place; SGD 100 000 - 150 000; Plein temps

Résumé du poste

Greenlam Asia Pacific Pte Ltd is seeking a senior marketing professional to lead regional trade marketing and demand generation initiatives across Southeast Asia. You will align plans with GTM strategies, collaborate with sales and distributors, and drive product launches, dealer activation, and brand visibility in multiple markets.

The role requires 8–10 years’ experience with at least 5 years in trade/demand generation marketing, preferably in B2B building materials and interior products.

Qualifications

• 8–10 years overall experience with 5 years trade/demand marketing in B2B.
• Strong Southeast Asia experience and understanding of local distribution networks.
• Proven track record in influencer/ specification programmes and dealer activation.
• Experience launching products, lead-to-conversion tracking, and ROI demonstrations.

Responsabilités

• Develop regional marketing and demand generation plans aligned with GTM strategies.
• Collaborate with sales, distributors and channels to expand market reach and drive growth.
• Lead branding, POSM, product displays and retail visibility across markets.
• Drive engagement programs for carpenters, fabricators, contractors and installers to boost loyalty and brand preference.
• Lead regional product launch activations with local teams, ensuring stock and sell-through.
• Create channel-specific marketing packages and co-funded promotions with sales and distributors.
• Plan dealer meets, workshops, roadshows, and exhibitions with integrated digital campaigns.
• Identify new market opportunities via visits, competitor analysis, and channel feedback.
• Develop regional toolkits, presentations, catalogues, samples, and content for consistent execution.
• Oversee annual/quarterly marketing plans and budgets, monitor ROI and performance gaps.

Connaissances

Trade marketing

Demand generation

B2B marketing

Channel management

Budget management

Stakeholder management

Description du poste

Key Responsibilities

• Develop and implement marketing and demand generation plans, aligned with regional and country-specific Go-to-Market strategies, sales targets, product priorities, and target customer segments, and channel development goals to strengthen market demand and drive business growth.
• Collaborate with local sales and marketing teams and distributors to strengthen channel relationships, expand market reach and dealer participation, drive strategic product stocking for retail and project requirements, and accelerate sales growth.
• Drive in-store and out-of-store branding, POSM, product displays, showroom merchandising, and retail visibility to improve brand presence and product accessibility across markets.
• Develop engagement, incentive, and loyalty programmes for carpenters, fabricators, contractors, installers, OEMs, and other trade influencers to drive product recommendation, repeat purchases, and brand preference.
• Lead regional product launch activations, working with local teams to drive product awareness, distributor and dealer stocking, new SKU adoption, and sell-through.
• Develop channel-specific marketing packages, trade promotions, incentive programmes, and co-funded marketing programmes with sales team and distributors to stimulate demand and increase sales volumes.
• Plan and coordinate dealer meets, carpenter workshops, roadshows, product demonstrations, exhibitions and customer engagement activities, supported by integrated digital and social media campaigns to maximise reach and engagement.
• Identify new market opportunities and customer segments through market visits, competitor analysis, and channel feedback, while supporting architect, designer, developer, and specification-led programmes aligned with country Go-to-Market priorities.
• Develop regional marketing toolkits, sales pitch presentations, catalogues, samples, and digital content, integrating online and on-ground activations with local marketing teams, sales teams, and distributors to maximise market reach and engagement while establishing best practices for consistent, locally relevant execution across markets.
• Manage annual and quarterly marketing plans and budgets, ensuring disciplined investments aligned with commercial objectives, while tracking channel participation, market coverage, product adoption, qualified leads, specifications, sales growth, and marketing ROI to identify performance gaps and drive corrective actions.

Requirements

• Minimum 8 to 10 years of overall experience with 5 years of hands-on trade or demand generation marketing experience, preferably in B2B, building materials, interior products, construction or home improvement.
• Strong Southeast Asia experience (Malaysia, Indonesia, Vietnam, Philippines), with sound understanding of local distribution networks, dealer ecosystems and the architect/designer/contractor landscape.
• Proven track record in influencer and specification programmes, dealer activation, product launches and lead-to-conversion tracking.
• Strong activation mindset and on-ground execution capability, bridging regional strategy and local execution.
• Experience managing budgets and demonstrating marketing ROI.
• Strong project management, communication, negotiation and stakeholder management skills.
• Commercially minded, analytical and results-oriented; able to work independently across countries and cultures.
• Required to travel regularly in the region.