Marketing Manager – Demand Generation & Trade Marketing (Building Materials)

Roles & Responsibilities

We are looking for a senior marketing professional to lead trade marketing and demand generation across Southeast Asia for a leading laminating company with a distribution network spanning Asia Pacific. You will connect regional go-to-market plans with on-the-ground execution, working with sales teams and distributors to lift brand visibility, dealer engagement and product uptake.

Key Responsibilities

• Build marketing and demand plans in line with regional and country go-to-market strategies, sales targets and priority customer segments.
• Work with local sales teams and distributors to deepen channel ties, widen dealer participation and secure stocking for retail and project needs.
• Elevate in-store and outdoor branding, POSM and showroom displays across markets.
• Create engagement and loyalty programmes for carpenters, fabricators, contractors, installers and OEMs.
• Spearhead regional product launches, driving awareness, dealer stocking and new SKU uptake.
• Design channel-specific packages, trade promotions and co-funded campaigns.
• Organise dealer meets, workshops, roadshows and exhibitions, backed by digital and social campaigns.
• Spot new opportunities through market visits and competitor analysis, and support specification-led programmes with architects and designers.
• Produce toolkits, pitch decks, catalogues and digital content for consistent local execution.
• Oversee annual and quarterly budgets, tracking coverage, adoption, leads and ROI to course-correct.

Requirements

• At least 8 years of marketing experience, including 5 in hands-on trade or demand generation, ideally in B2B building materials, interior products, construction or home improvement.
• Solid Southeast Asia exposure (Malaysia, Indonesia, Vietnam, Philippines), with a grasp of local distribution networks, dealer ecosystems and the architect, designer and contractor landscape.
• Track record in specification and influencer programmes, dealer activation, product launches and lead-to-conversion tracking.
• Practical activation skills that bridge regional strategy and local execution.
• Experience managing budgets and demonstrating marketing ROI.
• Strong project management, communication, negotiation and stakeholder skills.
• Commercial, analytical and results-driven approach, with the ability to work independently across countries and cultures.
• Readiness to travel regularly within the region.

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Tagged as: Project Management