Regional Marketing Manager (Projects Business)

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Date: May 13, 2022

Location: Singapore, SG

Company: AkzoNobel

Job Purpose

The purpose of this job is to drive profitable growth for the SESA business in our Projects business. The key tasks are to develop strategy, implement key strategic imperatives and execution plans that will help us drive marketing (B2B) for demand generation, leads management and build loyalty with our customers to gain share in the Projects business. The person will work with developers, contractors, architects, and specifiers to provide building solutions.

Key Activities

1. Lead the development of the strategic marketing plan and key strategic imperatives for the Decorative Paints Projects business and for products/sub-brands in line with global and regional directions
   • Identify customer-based insights, analyze industry sector size, characteristics, growth opportunities, market and competitive intelligence for our Projects business
   • Design and execution of pricing architecture and brand positioning 
   • Articulates the value proposition of the offering and outlines the strategic position and action required to continue to grow in the Projects business.
   • Development of strategy and tactics and discuss and collaborate closely with the countries sales and marketing in developing the local marketing plan for the Projects business; regularly monitor and review progress and performance
   • Work to build and nurture relationships with key customers and industry influencers, including engineering firms, national contractors, owners, developers, trade association executives and others with influence within the Projects business at regional and local levels.  
   • Monitor business KPIs (market share, volume & value sales, margins); discuss with/recommend to the Countries the necessary action plans to achieve objectives

2. Formulate the innovation strategy for the Projects portfolio & ensure creation of a robust innovation pipeline
   •  Facilitate Product Management and jointly formulate an innovation strategy and execution plan based on customer & painter needs, key market trends, competitive context and latest in in-house technology developments – ensure a healthy 12Q pipeline. Guide countries with in-market execution and deliver contribution margins in sync with stated strategy
   • Innovation projects (new introductions, migrations & phase outs) to be delivered efficiently with Product Management and country marketing teams
   • Adherence to the stage gate process



3. Develop and execute Project Business communication campaigns 
   • End to end management of the communication development process for F2F and Digital Media campaigns
   • New and compelling customer insights that drive top of the funnel and conversions within the funnel
   • Customization of regional communication campaigns to country specific needs
   • Develop and provide guidance to country teams on demand generation, lead generation and nurturing lead management marketing strategy and Account Based Marketing campaigns along the customer journey
   • Measure, evaluate and course correct communication strategy based on key learnings of current/ previous campaigns to deliver compelling and differentiated propositions to consumers/ painters
   • Collaborate with global marketing team on communication guidelines, customer/ painter propositions and aligning on the way forward 
   • Works with PR Communications on thought leadership earned media and Product Management to develop and create sales tools such as digital content, marketing assets, campaigns and programs.
   • Works to promote Dulux leadership positioning through publication of technical papers, magazine articles, and participation industry associations.
   • Identifies relevant industry events/trade shows and manages the participation in these shows to ensure maximum ROI. 

4. Drive Compliance to Product stewardship and sustainability metrics
   • Comply with Product Stewardship policies and guidelines and relevant HSES guidelines
   • Collaborate with RD&I and ISC to influence Sustainability targets for the Professional Portfolio

5. People and organization development
   • Be able to collaborate effectively with cross functional, cross country/ cultural team members and deliver on projects/ business agenda
   • Drive performance management through clear and challenging performance targets for the regional and country marketing teams and consistent review against performance metrics


• Minimum 8-10 years of professional marketing experience of which at least 3 years in B2B marketing with ability to independently lead the projects marketing agenda 
• Sound understanding of the paints industry preferred and experience in B2B marketing is an absolute must. Candidates from Décor Projects, Construction or Chemical industry are welcome.
• Experience in demand generation, lead generation and nurturing is a must. 
• Understanding of customer journey and customer experience/touchpoints along journey
• Data-driven mindset and strong analytical skills, with experience in using primary and syndicated research/insights, market and competitive analysis to elevate performance
• Strong business acumen, analytical and organization skills
• Demonstrates agility and the ability to operate effectively under ambiguity
• Good interpersonal skills to communicate effectively and collaborate with multiple teams across multiple geographies, time zones and cultures.
• Skilled at influencing opinion to accomplish business goals and objectives while maintaining strong interpersonal relationships across various functions and various management stakeholders.
• Extremely detail orientated with strong project management skills on multi-market projects. 
• Excellent command of spoken and written English a must.


• Bachelor’s Degree
• MBA or equivalent will be an advantage



Shortlisted candidates shall be notified.