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APAC Channel Marketing Manager

Posted 13 November 2020

The opportunity

Please note – Our preference is for this role to be based in Singapore; however, we would also consider candidates that would be based in our London office. Singapore candidates must be fluent in Mandarin and English

With the recent appointment of our new Marketing Director, this is a fresh and exciting time for our global Marketing function. We are now looking to expand our marketing team, and we are recruiting for an exceptional Marketing Manager to cover the APAC region.

Based in Singapore and reporting into the Marketing Director, the Marketing Manager needs to be comfortable working at pace to build comprehensive and measurable marketing campaigns and strategies within the APAC region. Having an exceptional eye for detail, and the gravitas to be able to influence and work with senior stakeholders, will be key to the success of this role. CRU as a business is on a journey of growth and transformation, and marketing will play a significant part in achieving this growth.

The main purpose of this role is to create and oversee the implementation of successful go-to-market strategies to engage and gain market share with key product groups and customer segments in the APAC region. As a naturally creative and strategic thinker, you will have a growth mindset and be open to new ideas, innovation and ways of working, challenging existing thinking. You will champion the needs of the customer and the channel to maximise CRU’s opportunity to deliver the best product, service and customer experience, whilst working closely with digital marketing, sales, production and Analysts.

Candidates need to be Marketing degree educated. Any additional Marketing qualifications from a reputable and recognised body (eg CIM), would also be an advantage. Being fluent in both Mandarin and English (both written and spoken) is essential. Candidates should have a solid understanding of Pardot, and extensive experience in building APAC B2B marketing strategies and campaigns.

Responsibilities will include:


  • Create channel strategies for all identified routes to market, planning resources to ensure outcomes align with business objectives. Produce channel plans for routes to market
  • Understand key customer segments and personas – you will get close to sales and customers through cross functional and customer collaboration
  • Channel engagement: you will focus on sales, service and marketing to ensure engagement through the buyer journey
  • Creative and Strategic thinking: Your wider input on brand strategy and sales enablement is essential
  • Develop nurture, retention and acquisition campaigns using Pardot and based on personas, themes and our products and services

Channel Strategies

  • Customer Insights and Market Trends: You will need to identify, document and communicate customer challenges, wants, needs, priorities and values to inform the product /category offering and customer acquisition/retention/ messaging strategies, versus the competition
  • Go-to-Market Strategy: You will develop marketing strategies for existing and new products which maximise the business opportunity
  • Working with business unit heads and sales, you will formulate and agree annual revenue targets associated to the product category or customer segment

Customer Segments and Personas

  • Define and manage the customer engagement strategy across the organisation’s chosen routes to market. This involves developing and maintaining a detailed understanding of customer, channel and sector needs, customer performance and potential, market share, perception, competitor activity, the legislative environment, and trends

Brand Strategy and Sales Enablement

  • By utilising your valuable channel and customer insight gained through primary and secondary research, you will provide useful strategic input into the customer’s brand experience, linking with the production and digital teams
  • Working with Sales and Customer Services, collaborate on the key areas of sales enablement, including content creation, conversation guides, battle cards etc and sales training
  • Use your deep understanding of the buyer journey to influence the sales narrative and the selection and implementation of sales enablement tools

Region Specific

  • An expert in your region, working closely with the VP Sales APAC, the Channel Marketing Manager needs to have a deep understanding of the APAC region
  • Build a specific APAC regional marketing strategy to grow the business that is both globally consistent with the overarching Marketing strategy, and specific to country variations and requirements

About you – What experience and skills are we looking for?

Knowledge & Experience

  • Experience working with Marketing Automation Platforms, Social Media and Webinar Software
  • Proven marketing capability at both a strategic and delivery level
  • A strong affinity to delivering best in class service
  • Experience of driving a sales enablement culture
  • A solid strategic understanding of building marketing campaigns and strategies
  • Budget setting and management based on ROI
  • Understanding how ROI can be maximised by activity and channel
  • Excellent IT skills, including the use of MS Office (Excel, Word, PowerPoint, Outlook)
  • Experience of Hootsuite, Twitter, Linkedin, YouTube, Photoshop, InDesign and WeChat

Skills & Competencies


  • Channel marketing campaigns thrive on creativity. Channel Marketing Managers need to be creative in developing unique ideas. They should also pioneer brainstorming sessions to reach a solution
  • Creative Channel Marketing Managers are a resource in a business. They enable a company to grow and make profits amidst the competition. If a Channel marketer is not creative, transforming leads into sales would be impossible

Adaptability and Flexibility

  • Marketing is ever-changing, so should a Channel Marketing Manager be. One should have a willingness to adapt and change. There are often new practices and trends that you ought to embrace
  • You will also need to keep updating your knowledge base and skill set. Keep updated on the best practices in the industry so that you will know when it is time to advance


  • A successful Channel Marketing Manager has a keen interest in data. A marketer needs to know the number of prospects, conversion rates and other vital metrics
  • Being analytical enables a Channel Marketing Manager to understand crucial insights about customers’ behaviour. With such understanding, it is possible to influence consumers’ purchasing decisions

Passionate About Learning

  • The passion for learning is one of the qualities differentiating Channel Marketing Managers. In marketing, constant learning is a prerequisite. The field is ever evolving, and being on top of the game requires you to keep learning
  • You need to be up to date on best practices, technologies, and all relevant information. Learning does not mean that you have to undertake a course. Networking and attending conferences increase your knowledge about the trends in the industry

Communication Skills

  • Successful channel marketers have the right communication skills. These skills help them engage with potential clients on different digital sites
  • Channel marketing involves building relationships, trust, and disseminating the right information. The message you convey to your target market should be concise and clear enough. Communications skills enable you to give a message that resonates with the audience
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