Description and Requirements

Reporting to the Marketing Head for Southeast Asia (SEA), this role is responsible for leading the Environmental Control (EC) category to formulate the overall category strategy, range planning, pricing and channel strategy to deliver the overall category growth EC in SEA.

This role will also be the marketing lead for Malaysia market. The candidate will be required to work closely and collaboratively internally across categories (Floorcare & Personal Care) and functions (Marketing, Sales, Finance) to deliver business goals, volumes and profit contribution, as well as work externally with media agencies, creative agencies and Distributor teams to execute business plans.

Market Overview:

Dyson has made a major strategic expansion into Asia. At the heart of the Asia expansion is the decision to create a strong Dyson team in Southeast Asia to support an expanding business and tomorrow’s growth markets. Dyson has set a regional office for Southeast Asia in Singapore.  The Southeast Asia office will provide the vision and strategy to Dyson’s business in Southeast Asia, covering key markets such as Singapore, Malaysia, Thailand, Indonesia and the Philippines. The Southeast team will also replicate the success of Dyson’s growth so far by launching disruptive technology with strong propositions through perfectly executed integrated marketing campaigns across the region.
 
To drive strong and sustained business growth, as well as to build our awareness, presence and reputation, we are looking to substantially strengthen and grow the SEA Marketing organisation.

Function Overview:

Bringing technology to life for consumers requires inventive marketing strategies. Clarity of message, effective reach and engagement are key pillars of our marketing approach. Working closely with our engineers, our marketing team develops powerful claims through scientific research and insights through consumer studies.

This involves optimizing media mix between traditional channels, cutting-edge events, retail experiences, social media and closely working with PR. Our endeavor is to seize every opportunity to tell the Dyson story and how it solves problems that others ignore.

The marketing team will also be responsible for launch of new categories as and when Dyson decides to enter with innovative solutions.

As the market landscape changes, the key role of the marketing team involves understanding consumer behavior, competitor activity and come up with the most effective way to reaching out to our target customers. We want to go specific rather than wide.

Accountabilities:

1. Lead for Environmental Control Category Strategy, Category Management and Go-to-market plans for all SEA markets
  • Work closely with both the Global EC commercial team, as well as with the Marketing head for SEA, to formulate the overall EC category strategy, range planning, pricing and channel strategy to deliver EC category growth for SEA
  • Work with creative agencies and Legal team to develop, localize and legally-approve all EC NPD and tactical campaign assets for markets to deliver Go-to-market plans across SEA
  • Conduct competitor and market analysis for EC category, including product and claims analysis, to develop counter strategies and initiatives
  • Assess, manage and grow the EC category business performance by working closely and collaboratively with all functions (Sales, PR, Digital, Retail, Customer Service) to develop joint strategies and perfect execution for EC
  • Master the basics but also deliver fresh thinking – look at innovative ways to reach our audiences to ensure that Dyson ‘owns’ the EC consumer-healthcare space
  • Build effective working relationships with stakeholders in the Global team to ensure alignment on plans.


2. Marketing lead for Malaysia – leadership of media planning, execution and reporting

  • Lead media planning with local media agencies (Malaysia) to define overall annual media strategy and formulate category media plans for all categories in Malaysia which will drive incremental sales growth, share gains and positive brand attributes.
  • Consult with the Marketing head and other Category leads to ensure media plans define existing and new consumer segments to deliver category and market growths
  • Management of local media agency to produce meaningful post campaign analysis and audit processes to evaluate performance quality of media agency on an annual basis.
  • Review GFK data, together with other Category leads, to monitor category and market growth within Malaysia for all categories.
  • Review market sales volumes and profitability, together with Sales teams, to understand category contribution to market and formulate plans to deliver ambition
3. Distributor Management
  • Build effective relationships & working processes with key stakeholders within the Malaysia distributor to ensure seamless execution of business plans
  • Manage and approve all distributor-led local marketing communication plans, assets and activation initiatives including direct store activities, consumer events and roadshow communications
  • Work with distributors to develop annual joint business plan to align business goals and objectives
4. Fulfil other duties as required
  • Pick up new activities that fall broadly in the purpose of the role
  • Fix things that you can see need fixing
  • Identify problems and find solutions
  • Promote and demonstrate Dyson behaviours.

KEY INTERFACES:

Internal:
  • Global Commercial team in the UK
  • Global Claims & Performance team in the UK
  • Global Insights team in the UK
  • Centre of Excellence team in HK
  • SEA Marketing Team -  including Category, Digital and Retail team members
  • SEA Sales & Business Development Team
  • SEA Finance team
  • SEA Legal team

External:

  • Distributors
  • Mindshare
  • Creative agencies
  • Research agencies

Skills:

Experience and Education
  • Bachelor’s Degree in Marketing or a related field required
  • 5+ years brand marketing experience required
  • Experience in managing a consumer healthcare / infant nutrition / pharmaceutical brand is a pre-requisite to this role
  • Understanding and experience in Malaysia market a pre-requisite to this role
  • Exposure to and experience working with/in other SEA markets a bonus

The ideal candidate

  • A visible passion for Dyson, technology and engineering
  • Strong ability to engage, influence and motivate key internal and external stakeholders to work towards a common goal
  • Problem Solver - must be able to critically analyze and tackle problems, as well as to present viable solutions
  • Broad thinker with strong business acumen and analytical skills - ability to use market analysis to identify high potential opportunities
  • Entrepreneurial spirit - must be able to deal with ambiguity and willing to take risks as needed
  • Ability to demonstrate resilience with a never-say-die attitude and a strong desire to win
  • Strong communication skills - ability to present information both written and oral clearly and concisely. This person needs to be able to communicate clearly and confidently to all levels within Dyson
  • Proven ability to work cross-functionally
  • Fluency in English and Mandarin both written and spoken is a pre-requisite for this role due to local language requirements
  • Ability to read and translate Bahasa Malaya is a bonus for this role

Benefits Overview:

The successful candidate will receive a competitive compensation package which will include a base salary and annual performance bonus scheme.