Job Description

Marketing Executive – APAC

About Optimas International

Optimas International is a global specialist in engineering and industrial distribution, providing fastener distribution and supply chain solutions to manufacturers across the UK, Europe, India and South East Asia, and China. We are entering a period of focused growth, built around six priority global verticals, our existing customer base in each country, and a programme of acquisitions.

Our central marketing function is organised to generate leads, control the sales pipeline and support regional sales teams to win. Regional Marketing Executives are the on-the-ground link between that central function and the sales team in each market.

About the role

As Marketing Executive for APAC, based in Suzhou, China, you will be the on-the-ground marketing resource for the regional sales team. You will turn pipeline requirements into practical marketing activity, keep the regional pipeline active in HubSpot, plan and deliver the exhibitions, networking events and campaigns that put Optimas in front of the right customers in China and the wider Asia Pacific region, and help the sales team win new customers and grow share of wallet with existing ones.

This is a hands-on, varied role for someone who enjoys being close to customers and sales colleagues, and who can run an exhibition stand as confidently as a HubSpot email campaign.

Purpose

Turn pipeline requirements into regional marketing activity, keep the regional pipeline queue active for the sales team to work, and support BD teams and P&L leads to win new customers and increase share of wallet with existing customers, with revenue generation as the end goal, without owning deal closing.

Key responsibilities

Exhibitions and trade shows

•       Manage the regional exhibition programme end to end: recommending shows with sales leaders, booking space, managing budgets and coordinating suppliers and logistics.

•       Work with Communications and Brand to deliver on-brand stand design, graphics, literature and giveaways.

•       Plan pre-show promotion, including customer invitations, meeting scheduling, social media and email campaigns.

•       Organise stand staffing and briefings, and attend shows to support the sales team on the stand.

•       Make sure every lead captured is entered into HubSpot promptly and followed up, and report on results and return on investment after each show.

Networking and customer events

•       Plan and run networking events, customer events, seminars, open days and plant visits requested by BD teams and P&L leads.

•       Identify relevant industry associations, trade bodies and networking opportunities in the region, and coordinate Optimas participation.

•       Manage invitations, attendance, logistics and follow-up for each event, capturing contacts and outcomes in HubSpot.

Pipeline and HubSpot

•       Own pipeline queue management for the region, keeping 10 to 20 live leads in HubSpot for the sales team to work.

•       Build a regular working rhythm with the regional sales team, in line with the cadence set by the Pipeline & Market Intelligence Manager, sharing priorities, feedback and lead quality so marketing and sales operate as one team.

•       Add local targets to the master HubSpot list and share local market intelligence with the Pipeline & Market Intelligence team.

•       Follow HubSpot workflow and data standards, and flag data issues to the Pipeline & Market Intelligence team and BI.

Existing customer growth

•       Support the regional sales team to increase share of wallet with existing customers through targeted campaigns, events and account-focused activity.

•       Work with the Existing Customers Research Analyst to act on cross-sell, product and plant opportunities identified in the region.

•       Help coordinate activity with other regions where a global customer has sites we do not yet serve.

Regional campaigns and collateral

•       Plan, run and manage regional campaigns in response to pipeline requirements, with revenue generation as the end goal, including email, LinkedIn and digital activity built in HubSpot.

•       Adapt central campaigns and content for China and the wider Asia Pacific region, including localisation and translation where needed.

•       Create the local marketing materials the sales team needs to open and close new business, using approved templates where provided.

•       Raise requests for new content and designs with the Senior Brand & Graphic Designer, providing clear briefs and local insight.

•       Track campaign results in HubSpot, report on leads, pipeline and, where trackable, revenue contribution, and use the results to improve future campaigns.

Key relationships

•       Reports to: Marketing Manager.

•       Works closely with: Regional BD teams and P&L leads, the Pipeline & Market Intelligence team, Communications and Brand, fellow regional Marketing Executives, and the BI team.

•       External: Exhibition organisers, event venues, stand builders, agencies, printers and industry associations.

Skills and experience

Essential

•       Demonstrable experience in a B2B marketing role, including hands-on planning and delivery of exhibitions, trade shows or events.

•       Proven ability to manage event budgets, suppliers and logistics to tight deadlines.

•       Experience managing campaigns with a clear focus on pipeline and revenue results.

•       Experience running email and digital campaigns and working with HubSpot CRM or a similar platform.

•       Proficient in Microsoft Office, especially Excel, as well as Word and PowerPoint.

•       Working knowledge of Adobe Creative Cloud (for example InDesign, Illustrator and Photoshop) to adapt approved templates.

•       Strong organisational and project management skills, able to manage several events and campaigns at once.

•       Comfortable working directly with sales teams and representing the business with customers and at events.

•       Degree in marketing, business or a related discipline, or equivalent experience.

Desirable

•       Experience in industrial, manufacturing, engineering or distribution markets.

•       Hands-on HubSpot experience.

•       An existing network of exhibition organisers, venues and suppliers in China and the wider Asia Pacific region.

Language and communication requirements

•       Fluent English, written and spoken, is essential, as the role works daily with central teams and international colleagues.

•       Fluent Mandarin Chinese, written and spoken, is essential.

•       Experience of Chinese digital and social platforms (for example WeChat) is an advantage.

•       Confident, personable communicator, able to build relationships quickly with sales colleagues, customers and suppliers.

•       Clear, well-organised written communication for briefs, invitations, reports and updates to central teams.

Personal attributes

•       Proactive and energetic, with a "make it happen" approach to events and campaigns.

•       Highly organised, calm under pressure and attentive to detail.

•       Driven and self-motivated, with a strong focus on results, measuring success by leads, pipeline and revenue, not just activity.

•       A team player who works well across countries, cultures and functions.

•       Flexible and willing to travel and work occasional evenings or weekends around events.

Measures of success

•       10 to 20 live leads maintained in HubSpot for the region at all times.

•       Exhibitions and events delivered on time and on budget, with leads captured and followed up.

•       Measurable contribution of regional events and campaigns to new pipeline, wins and, where trackable, revenue.

•       Growth in share of wallet and new sites won with existing customers in the region.

•       Positive feedback from regional sales teams and P&L leads.

•       Accurate, up-to-date HubSpot data for regional marketing activity.

Working arrangements

This role is based in Suzhou, China, working alongside the local sales team, with occasional travel within China and South East Asia for exhibitions, events and customer visits. Some work outside normal hours will be needed around events.

This job description is not exhaustive and may be updated in line with the needs of the business.