Regional Head of Marketing

JDE Peet’s (JDEP) is the world's largest pure-play coffee and tea company by revenue, reported at € 8.2 billion in 2023. With origins dating back to 1753, we are headquartered in the Netherlands, with a global workforce of over 21,000 associates. We unleash the possibilities of coffee and tea in more than 100 countries with a portfolio of over 50 brands that cover the entire category landscape.

JDEP operates in APAC across four key business divisions: consumer packaged goods (CPG), an F&B cafe business under the OldTown White Coffee brand, and two out-of-home units: Food Ingredients & Food Services that delivers non-dairy creamers (NDC) and coffee products for the F&B sector, and Professional Services for B2B customers.

Our regional hub for manufacturing, supply and R&D is located in Johor, Malaysia, which also roasts all coffee for Asia markets. Our manufacturing footprint also covers Ipoh, Malaysia, Myanmar, Thailand, China, Australia, and New Zealand. Situated in Singapore, the Singapore ADM cluster serves as a strategic base for expanding JDE Peet’s presence in the Asia region, including in Indonesia and the Philippines, as well as international export markets.

Growing together to create a better future, our belief is that together, through the power of our brands, we can unite our actions to deliver impactful change and be a ‘force for better’. The JDE Peet’s Common Grounds programme embodies our ambition to positively impact People, our Planet, and the future of coffee and tea through its three pillars: Responsible Sourcing, Minimising Footprint, and Connecting People.

What’s it like to work at JDE Peet’s? We are people united by the power and possibility of tea and coffee. At JDE Peet’s, we thrive on the freedom to pursue opportunities, provoking new ideas to make an impact at scale. We are a values-driven organization led by our core values of Discipline, Simplicity, Accountability, Solidarity and Entrepreneurship.

This is an individual contributor role that delivers brand strategies to our Asia markets, enabling them to implement their brand plans locally. Responsibilities include:

• Set the brand strategies ensuring maximum penetration at optimum margins.
• Lead the brand innovation pipeline with cross-functional teams to develop and implement annual 12-month and 36-month planning roadmaps.
• Build and drive brand strategies, establishing tasks with local markets to drive recruitment, penetration of new users, and user retention.
• Build actionable business outcomes in AOP planning with markets using data insights.
• Responsible for price governance of the brand and portfolio.
• Articulate and deploy master brand strategy and visual identity, ensuring consistent brand building within the ASIA region.
• Govern and steer leadership in brands in the respective local market.
• Responsible for effective delivery of marketing activities within the agreed budget and brand guidelines.
• Develop a concise regional marketing campaign brief and align outputs with local markets.
• Lead/support translating growth opportunities into clear project briefs.
• Demonstrate project leadership in seeing concepts into action for multi-market projects.
• Manage project development with cross-functional teams.
• Ensure alignment of local teams with the category strategy.
• Contribute to a winning sales and marketing team culture.
• Foster strong external/internal relationships and trust.
• Enhance best practices of lead countries by leading discussions.
• Lead preparation of presentations and relevant reports.

Qualifications:

• Minimum of 10 years of marketing experience, including at least 3 years in a local operational marketing role.
• Preferred experience in the FMCG or beverage industry.
• At least 3 years of strong NPD project management experience.
• Experience in brand/product marketing in SEA markets/Greater China.
• Strong marketing fundamentals with a proven track record in driving marketing and digital performance.
• Solid analytical skills and exposure to consumer research.
• Proven ability to initiate and drive change successfully.
• Entrepreneurial spirit and willingness to be hands-on.
• Ability to navigate complexities and multitask in a fast-paced environment.
• Proven collaborative cross-functional relationships; strong communicator.
• Results-oriented mindset.

Our DE&I Statement: At JDE Peet’s we aim to create a better future where we authentically serve, reflect and embrace everyone. We believe in fostering a more diverse, equitable and inclusive organisation where everyone feels comfortable to truly be who they are and unleash their full potential.