Senior Customer Growth Marketing Manager, Europe

About the Role

The Sr.

Customer Growth Manager is responsible for creating and deploying value propositions that drive customer growth across assigned markets.

Acting as the customer growth voice for Tate & Lyle within the region, the role bridges global platform capabilities with regional market needs and translates customer innovation challenges into compelling solutions.

Operating at the intersection of sales, technical, product line management, and commercial teams, the manager builds and executes regional marketing strategies to strengthen brand positioning and deepen customer relationships across European markets.

• Key Accountabilities
• Develop Market Intelligence and Customer-Ready Value Propositions
• Conduct market and competitive intelligence: track competitor activity; produce quarterly competitive landscape reports with actionable recommendations for positioning and portfolio opportunities.
• Monitor emerging consumer trends and translate them into actionable insights for Commercial, Technical Service, and Platform teams.
• Partner with Technical Service, Sales, Platforms and Co Es to define value creation opportunities for regional deployment.
• Create value propositions by focus area (category, segment, theme, or customer‑specific) positioning Tolkien & Lyle capabilities against customer challenges, growth opportunities, and local market requirements.
• When localising global campaigns, assess for regional relevance, identify adaptation requirements (regulatory, cultural, application needs, taste preferences), and strengthen with regional proof points.
• Translate technical capabilities into clear customer solution benefits that address specific innovation challenges and local market contexts.
• Support projects to improve the nutrition profile of food and drink applications (e. g., sugar, calorie, salt, and fat reduction, and fibre and protein fortification).
• Deploy Value Propositions with Speed and Agility
• Co‑create the annual regional marketing plan aligned to targets, including clear campaign calendars, budget allocation, and ROI expectations.
• Lead regional trade show and industry event strategy, ensuring strong presence, targeted pre‑event outreach, and post‑event follow‑up; manage programmes end‑to‑end.
• Work with Marketing to identify opportunities to communicate value propositions—showing up where key customers are (trade shows, events, workshops, customer meetings).
• Execute deployment in partnership with Marketing team members, ensuring value propositions reach customers through the right channels at the right moments.
• Lead creation of customer‑facing materials tailored to European market needs: product one‑pagers, project briefs, prototypes, application guides, technical documentation, customer presentations, workshop formats, and case studies, adapted for regional regulatory environments and local taste preferences.
• Lead and Manage Growth Initiatives and New Product Development
• Act as marketing lead for assigned growth initiatives, owning their progression through readiness stages (Explore, Develop, Validate, Activate, Scale) and coordinating parallel technical and marketing tracks.
• Maintain a single, reliable view of actions, owners, due dates, stage status, blockers, and dependencies across multiple initiatives.
• Partner with NPD, R&D, and Technical Service to take new products from development through to launch, coordinating launch readiness and aligning marketing deliverables to development milestones and gate reviews.
• Surface and elevate capacity constraints, risks, and interdependencies to the Regional Marketing Director.
• Report initiative and NPD progress using clear status reporting and defined next steps, maintaining visibility for cross‑functional stakeholders and senior leadership.
• Build and Deepen Customer Relationships Through Strategic Engagement
• Act as primary marketing interface for selected customer segmentation accounts, building relationships with key stakeholders across R&D, product development, procurement, and technical functions.
• Design, coordinate internally, and lead customer co‑development workshops and application demonstrations.
• Partner with Commercial teams to understand customer innovation roadmaps, strategic priorities, and pipeline opportunities.
• Facilitate customer innovation sessions positioning the company as a strategic partner in product development.
• Create thought leadership content, support industry engagement, and produce educational resources.
• Drive Capability in Solutions Selling Across Commercial Teams
• Develop sales tools, train on value propositions, provide customer‑specific briefings, and support co‑selling on strategic opportunities.
• Align messaging and support pipeline acceleration with regional sales teams.
• Create account/application‑specific marketing toolkits for selected customer segmentation accounts.
• Embed solutions selling approach in customer conversations, coaching on consultative selling and value‑based conversations.
• Provide Strategic Input and Cross‑Functional Coordination
• Feed region‑specific and application‑specific needs to Commercial and Technical Service.
• Conduct market opportunity assessments for new geographies or product categories.
• Maintain market intelligence database covering customer landscape, distribution networks, competitor positioning, and regulatory requirements.
• Coordinate with regulatory and quality teams to ensure all marketing claims and materials comply with local food safety and labelling regulations.
• Brief and manage external agencies or freelancers for design, translation, and digital content production.
• Manage Budget, Measure Impact, and Report Performance
• Manage regional marketing budget with discipline, tracking spends against plan and reporting on campaign effectiveness quarterly.
• Define and report clear campaign KPIs.
• Conduct post‑deployment analysis to quantify effectiveness and generate learnings.
• Contribute to annual marketing planning cycles with market insights, competitive analysis, and growth opportunity assessments.
• Report performance to Regional Marketing Director, linking value proposition deployment to customer/commercial outcomes.

Skills and Experience

• Proven ability to analyse competitive landscapes, identify market opportunities, and translate insights into actionable strategies.
• Deep understanding of B2B customer innovation processes, buying behaviours, and strategic priorities.
• Experience translating technical capabilities into compelling, application‑specific customer solutions.
• Experience enabling sales teams to sell solutions, deliver training, and coach on consultative selling.
• Strong track record of planning and executing regional trade shows and industry events end‑to‑end.
• Bias for action and speed in delivering solutions to customers; strong project management skills across simultaneous programmes.
• Experience leading cross‑functional growth initiatives and new product development through structured stage‑gate processes.
• Cross‑functional collaboration across Sales, R&D, Technical Service, Platforms, Co Es, Business Development, Regulatory, and Quality teams.
• Comfort with food science, ingredient functionality, application development, and local market requirements across diverse cultures and regulations.

Benefits

• Flexible working policy.
• Competitive salary.
• Discretionary annual bonus.
• Excellent employer pension contribution.
• Personal private medical insurance.
• Life assurance.
• Global rewards package with a bonus scheme and 16‑week Equal Parental Leave.
• Mental health and well‑being support.

Tate & Lyle is an equal opportunity employer, committed to the strength of an inclusive workforce.

With 165 years of ingredient innovation, Tate & Lyle helps food and beverage brands grow by winning on taste, nutrition and performance.

#J-18808-Ljbffr