Regional Marketing Manager (Sleep)

The Regional Marketing Manager is primarily responsible for formulating marketing strategy, planning and executing marketing initiatives and expanding and overseeing the e-commerce portfolio and digital presence of the company.

The incumbent of this job is also tasked to oversee the repositioning of the TAS brand and preparation of brand specifications, guidelines, templates, designs and brand messaging relating to the new branding position, as well as their roll out.

1.    Branding  

a)    Work with the Regional Director to formulate the brand strategies for the TAS Group and define and articulate the brand value proposition, which may include products/solutions, services and customer experience (comprising, inter alia, ease of use, comfort, safety, confidence and affinity). 

b)    Drive, administer and provide material inputs for the rebranding of TAS leveraging on consultancy and creative services of a brand consultant to deliver the following:

·       Brand repositioning statement

·       Brand specifications and guidelines covering, inter alia, logo, colour scheme, font type and size, look and feel and communication messaging and tone.

·       Templates, designs and brand messaging relating to the new branding position for refreshing all customer and public-facing communications materials, both on and offline. 

c)     Work with a developer to revamp the corporate website, e-stores and TAS’s digital presence and collaterals and update all contents, following the brand repositioning.

d)    Plan and execute strategic marketing communications to increase the awareness of the brand, entire portfolio of sleep products and solutions and brand promises among the targeted audience.   

e)    Drive and manage the rollout of the new brand positioning group-wide (train and advise brand ambassadors, provide advisory and audit brand compliance).

f)      Take ownership of the brand, influence effective leverage of the brand and continually enhance its value.   

2.    Marketing Management

a)    Contribute to the development and updating of the overall marketing strategy for TAS, focusing on brand communication and rollout of marketing events and corporate partnerships.   

b)    Drive, plan and organise marketing initiatives and events targeting at the right segments/prospects to educate and market sleep products/solutions and generate warm sales leads.  

c)     Monitor the implementation of marketing campaigns and recommend/develop follow up actions to increase sales conversion rates. 

d)    Define marketing performance KPIs to align with marketing objectives and strategies (eg Net Promotor Score, Customer Lifetime value and Customer Acquisition Cost)

e)    Continually engage key customers, doctors and health care professionals and develop them as advocates and Key Opinion Leaders for the Company

f)      Undertake planning and budgetary control of all marketing programs for TAS Group.

g)    Drive and expand corporate partnership programmes to increase brand awareness and generate sales.

3.     e-Commerce and Digital Presence

a)    Drive and enable the expansion of sales from the in-house e-commerce channel and 3rd party platforms (such as Lazada and Shopee) through increased brand awareness, more appealing contents and designs and better customer shopping journey.

b)    Drive the design and roll out of a loyalty programme and oversee the management of the programme.

c)     Provide oversight on the localisation and rollout of e-commerce initiatives in other countries, using the model developed in Singapore.

d)    Expand digital presence (provide contents for online platforms, develop engagement strategies with bloggers and influencers, design tactics to draw traffic to the corporate website)

e)    Evaluate end-to-end customer experience across the digital platforms and customer touch points to improve customer journey experience.

4.     People Management and Development

a)    Hire right and embrace people as strategic resources in scaling up marketing capabilities and impact.

b)    Drive performance and development using SWP and competency framework, hold team members accountable for their performance and manage weak performers stringently.

c)     Provide performance feedback and coaching and learning & development opportunities to help team members excel and grow personally and professionally,

QUALIFICATIONS, SKILLS & EXPERIENCE REQUIRED

(a)   Degree in Marketing, Product marketing or Sciences in related fields

(b)   Minimum 8 years of marketing experience with proven track record in marketing planning and implementation  

(c)   Preferably with experience in healthcare industry dealing with medical products, medical equipment, or consumer healthcare products

(d)   Good knowledge of utilizing different marketing channels

(e)   Strong understanding of current trends, social media, advertising, tools, and best practices

(f)    Data-driven, digitally minded - understanding the ins and outs of digital marketing projects

(g)   Strong in execution, resource management and project management