About Minitab:
At Minitab, we are dedicated to helping organizations transform data into actionable insights. Our Vision Statement guides us, and our marketing team plays a critical role in supporting our vision and driving our key strategies. As an Area Marketing Manager, you will be at the forefront of expanding our market presence, generating demand, and nurturing customer relationships.
POSITION SUMMARYThe Area Marketing Manager, APAC is a driver of demand generation and customer engagement in specified countries/territories. The Manager works with the regional and global team to develop programs and works closely with external channel partners and the internal sales team to develop programs to support Minitab’s explosive growth.The Manager will have experience with demand generation strategies, scaling programs across Marketing and sales teams, working with channel partners, and solutions marketing.
The Manager will execute, maintain, deliver, and support end-to-end marketing services to assigned territory including but not limited to developing, supporting, and executing localized marketing campaigns that drive marketing objectives.ESSENTIAL DUTIES AND RESPONSIBILITIES
- Working for assigned territory to increase qualified leads across business segments. This includes but is not limited to:
- Developing marketing campaigns from inception to execution including but not limited to lead generation, thought leadership, go-to-market campaigns, webinars, seminars, workshops, customer roundtables, customer events, tradeshows, conferences, awards, etc. that assist with revenue growth, especially in markets without channel partners
- Targeting buyer personas and managing paid and organic platforms, including but not limited to We Chat/ Zhihu/Bililbili/ Douyin /Xiaohongshu /TuoTiao /Facebook/ LinkedIn/ Baidu/ Sohu /Weibo /360 /Google
- Leveraging agencies, technology, media, and internal resources to target buyer personas and drive lead-generation programs
- Effective program execution and alignment across sales teams including:
- Working with the sales team for the assigned territory to build and maintain a thorough understanding of the market to develop and execute local marketing demand generation plans accordingly
- Meeting with regional sales leadership to align on goals, and understand needs, pipeline, and next steps
- Meet with the sales team for the assigned territory to explain programs prepare them for outreach and inform them of marketing activities
- Effective management of external channel partners and resellers in assigned territories including:
- Working with a partner on their marketing plans, strategy, and budget management that enable their sales cycle
- Managing relationships and activities ensuring planning, building, managing, and tracking marketing plans and budgets, and reporting on ROI
- Meeting with the partners regularly and sharing with them global marketing best practices, marketing assets, and content
- Collaborate with the global marketing team to develop consistent content for external marketing communications to support marketing programs
- Plan, build, manage, and track budgets
- Deliver reporting and metrics on activity results, campaign effectiveness, and ROI. Use data to make real-time adjustments and proactively identify trends and opportunities
- Support internal communications as required
- Research and provide analysis as required across all marketing activities
- Manage the localization of Simplified Chinese content assets with the translation agency and internal/external stakeholders
- Support the Regional Marketing Director, APAC, and upper management with regional activities
- Carry out administrative tasks, as required
- Act as backup to other areas of the Marketing department, as necessary
EDUCATION, KNOWLEDGE, AND EXPERIENCE
- Bachelor’s degree in Marketing, Business, or related field, or equivalent experience, is required
- At least 7 years of previous work experience in marketing, communication, or public relations, with global awareness
- B2B, solutions marketing, and/or software marketing experience is required
- Strong knowledge of best practices and knowledge of advertising and organic activity for social media (We Chat/ Zhihu/Bililbili/ Douyin/Xiaohongshu/TuoTiao/Facebook/ LinkedIn), Keyword search (Baidu/Sohu/Weibo/360/Google), PR, and email programs is required
- Proficiency in marketing automation systems, essential communications tools, and webinar systems (On24, Oktopost, HubSpot Asana, etc.)
- Strong project management skills to effectively deliver programs, and create alignment across groups
- Ability to interact and communicate effectively with internal and external stakeholders
- Experience in managing external channel partners and resellers' marketing activities is a plus
- Project and event management experience including scheduling, planning, and managing projects and events to completion is a plus
- Ability to demonstrate proven success in delivering measurable marketing results
QUALIFICATIONS, SKILLS, AND ABILITIES
- Excellent verbal and creative writing communication skills, including the ability to explain Minitab software and services to both technical and non-technical audiences
- Strong creative, strategic, analytical, and organizational skills
- Demonstrated ability to work independently and autonomously
- Demonstrated ability to manage multiple projects simultaneously and to create and maintain project lists and timetables for a large team with strong attention to detail
- Highly motivated, willing to think outside the box, and work collaboratively in a team environment
- Highly organized, accurate, thorough, and able to assume diverse responsibilities in a fast-paced environment with minimal supervision
- Software experience in managing the Greater China market is required. Experience in managing Southeast Asian or Indian markets is a plus
- Ability and willingness to frequently travel, as requested, is required
- Experience in working in an English-based, multi-lingual, and multi-cultural environment is a must
- Proficiency in speaking, reading, and writing the English language is required
- Proficiency in speaking in Putonghua and reading and writing Traditional or Simplified Chinese is required
- The role will be based in Hong Kong
