Role Purpose

The Regional Head of Marketing, Southeast Asia is a senior regional role responsible for defining and executing the brand and marketing vision for Nongfu Spring across the region.

This position leads the development of both the Nongfu Spring master brand and its portfolio brands (e.g., Cha Pi, East Leaf, and future launches), ensuring consistent identity, consumer relevance, and strong commercial impact across diverse markets.

The role demands a balance of strategic leadership, commercial understanding, and consumer insight, working closely with the SEA General Manager, country sales heads, and HQ China to drive growth, strengthen brand equity, and establish marketing excellence in Southeast Asia.

Key Responsibilities

1. Regional Brand & Consumer Strategy

Lead the strategic development of the Nongfu Spring umbrella brand and its sub-brands across the region.
Drive consumer insight and market research programs to uncover emerging trends, category behaviors, and growth opportunities.
Translate insights into clear brand strategies, communication platforms, and innovation roadmaps.
Ensure consistent brand architecture and storytelling aligned with local consumer relevance.

2. Market Expansion & Portfolio Leadership

Partner with the SEA General Manager to build and execute the brand and market growth roadmap, supporting new market entries (e.g., Thailand, Vietnam, Indonesia).
Define portfolio roles, pricing strategy, and innovation priorities, balancing HQ direction with local needs.
Lead regional readiness for new brand or product launches — from consumer validation to campaign rollout.

3. Integrated Marketing Communication (IMC)

Lead regional communication strategy and oversee campaign planning across media, digital, and influencer platforms.
Manage agency partners to deliver impactful, insight-driven campaigns with measurable ROI.
Build a strong social and digital ecosystem to engage young consumers and enhance brand storytelling.

4. Brand Partnerships & Collaborations

Strategize and lead brand partnership and collaboration initiatives (e.g., with lifestyle, retail, or cultural partners) to extend brand reach and relevance.
Identify opportunities for cross-category activations and co-branded experiences that enhance Nongfu Spring's visibility among younger consumers.
Ensure all collaborations align with brand positioning, creative standards, and long-term brand equity goals.

5. Commercial & Trade Collaboration

Partner closely with country sales heads and trade marketing teams to ensure brand consistency in-store — POSM, visibility, and shopper experience reflect the overall brand direction.
Bring a strong understanding of trade dynamics and key retail customers to ensure marketing plans support commercial priorities.
Integrate brand campaigns with trade programs to drive sell-in, sell-through, and brand conversion across channels.

6. Leadership & Team Development

Build, mentor, and inspire a high-performing regional marketing team, fostering collaboration, speed, and accountability.
Establish processes between HQ and SEA for brand governance, asset management, and campaign approvals.
Develop a regional marketing talent pipeline that supports long-term organizational growth.

Key Deliverables

Regional and country-level brand strategy and annual marketing plans
Nongfu Spring master brand framework for Southeast Asia
Consumer research and insight reports driving brand and innovation direction
Consistent brand alignment across campaigns, markets, and in-store executions
Marketing performance scorecard (awareness, equity, ROI, and volume impact)

Qualifications & Experience

Minimum 12–15 years of marketing experience in FMCG / Beverage / Consumer Goods, with at least 5 years in a regional or senior leadership role.
Proven success in brand building, consumer research, and marketing communications across multi-country operations.
Strong commercial acumen with understanding of trade dynamics, key retail customers, and distributor business models.
Experience leading cross-functional teams and managing regional agencies.
Fluent in English; working proficiency in Mandarin is a plus.

Desired Behaviors & Mindset (Aligned with NFS Culture)

Entrepreneurial Ownership: Acts with a business owner's mindset — resourceful, decisive, and hands-on.
Agility & Adaptability: Comfortable navigating ambiguity; thrives in fast-paced growth environments.
Consumer Obsession: Uses insights and data to shape meaningful brand experiences.
Collaborative Leadership: Builds trust and alignment across countries, HQ, and external partners.
Integrity & Accountability: Transparent in communication and reliable in delivery.
Practical Innovation: Balances creativity with disciplined execution and measurable impact.

Regional Marketing Manager

Senior Manager, Marketing Partnership - SEA