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APAC Strategic Marketing & Brand Manager

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Date: Oct 11, 2021

Location: Pudong New District, SH, CN, 201204 Guangzhou, CN, 510060

Company: Lubrizol Corporation

Reporting to the Global Marketing Manager of Engineered Polymers’ Surface Protection Segment (with dotted line to AP regional business director) , this role has responsibility for contributing to and supporting the tactical and long-term strategies of thermoplastic polyurethane (TPU) solutions in Surface Protection applications and establishing B2B2C strategy and process in Consumer Markets  for the AP region. With a strong focus on development of the core business, he/she will also own the innovation pipeline and analyze market opportunities to determine and anticipate market needs and, in collaboration with the technology group, validate new applications and new product offerings. In support of this would be a requirement to develop marketing plans encompassing the development of meaningful value propositions, segmentation, value chain analysis, positioning/promotional strategies, analysis and assessment of the segment’s competitive strengths and challenges.

Key Accountabilities & Responsibilities

You will be accountable for managing core business development and identifying new opportunities, developing, and executing marketing strategies and driving new profitable growth for the segment in line with short- and long-term targets.  

  • Lead the regional marketing strategy development and execution in alignment with the global marketing strategy and segment objectives, including pricing, volume and revenue forecasts, for achieving the desired results. 
  • Develop and implement marketing plans to achieve the marketing strategy and business objectives, including regional brand building and market promotion as relevant to global strategy for the target market(s); to extend beyond traditional B2B to include B2B2C strategies
  • Develop a thorough understanding of trends, technology, applications, and performance requirements of the target market and key OEMs
  • Establish and nurture relationships with key industry OEM’s and value chain members for advancing the segment strategy, maintaining intelligence and trends identification, understanding present and anticipated needs, and leading market-facing initiatives.
  • Identify and develop new target markets and customers through value and opportunity analysis, market and customer intimacy, take the necessary actions in order to become the differentiated leader
  • Develop Lubrizol’s basis for distinct value and competitive advantage in focus segments and OEMs
  • Maintain database of opportunities and OEM and customers engagements to manage execution of key opportunities and projects, report on progress as required
  • Identify gaps in current capabilities and develop action plans to address them. 
  • Lead innovation projects and work in close partnership with R&D to prioritize projects based on financial projections and strategic fit
  • Work closely with the cross functional team to launch new products, gain early market acceptance, and accelerate penetration.
  • Identify, generate, and capture more value from both new and existing solutions.
  • Identify new customers and establish strong, collaborative relationships.

Key Performance Metrics

  • OEM engagement
  • Specifications secured for Lubrizol products
  • AP region segment revenue and profitability
  • Development of value-add solutions and implementation of new business models
  • Effective Marketing Plan development and implementation, including channel strategy, branding and promotional strategies B2B2C

Requirements – Education, Experience, Skills

  • Bachelor’s degree, preferably in Marketing, Business Administration, Chemistry, Chemical Engineering or engineering related discipline.  Candidates with an MBA are preferred.
  • A minimum of 7 years of experience in Strategic Marketing roles in a B2B2C environment.
  • Commercial development acumen including: value chain analysis, customer needs analysis, definition of value proposition, market positioning, brand building, and a track record of success.
  • Highly competent in developing and implementing strategies. 
  • Demonstrated track record of effective leadership and execution from strategy development through to commercialization.
  • Quick learner with excellent communication and presentation skills:
    • Ability to gain a quick overview of the market, key players and the general technology;
    • Ability to develop rapport with key internal team players and stakeholders/management and customers.
  • Excellent team player with leadership skills:
    • Ability to influence team through thought leadership or actual team leadership.  
  • Financial acumen and analytical capabilities;
  • Strong organizational skills; ability to manage and prioritize tasks/projects;
  • Travel up to 30%


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