Head of Marketing, APAC

About the role

The Head of Marketing, APAC is accountable for defining and steering the regional marketing agenda in alignment with global strategy, ensuring coordinated execution and commercial impact across APAC markets. The role serves as the primary governance and alignment layer between Global Marketing and GC Marketing Heads, driving prioritization, performance transparency and capability development across the region and across our wholesale and retail channels. The Head of Marketing, APAC ensures that global frameworks are effectively translated into regional direction while strengthening marketing maturity and consistency across markets of varying development levels.

The Head of Marketing, APAC will be based in Singapore. (S)he will have a solid reporting line to the President, APAC (excl. China) and a dotted line to the Chief Marketing Officer.

Key responsibilities:

Regional Strategy & Alignment

• Own the definition of the APAC regional marketing roadmap in alignment with global brand, portfolio and channel strategy
• Steer prioritization across markets based on growth potential and strategic importance
• Govern allocation of regional focus and resources to maximize commercial impact
• Ensure cross-functional alignment between Product, Channel, CoEs and Commercial leadership

Launch Governance

• Own regional launch governance and ensure readiness across markets
• Oversee deployment of global launch frameworks and ensure quality standards
• Hold GC Marketing Heads accountable for launch execution and performance
• Represent regional perspectives in global launch forums

Campaign & Activation Governance

• Govern regional implementation of global campaign frameworks
• Ensure consistency of brand positioning while enabling structured local adaptation
• Establish performance transparency and drive corrective actions where needed
• Enable capability uplift and best-practice sharing across markets

Performance Marketing, Funnel Investment Ownership

• Establish and lead a holistic performance marketing approach across all demand generation channels (digital, retail, professional, partnerships, events, media, CRM, and owned databases)
• Own the end-to-end marketing funnel from awareness to conversion and revenue contribution
• Optimize cost per purchase/acquisition and conversion efficiency, actively reallocating investments based on ROI
• Build transparency across channels and markets, ensuring insights are actionable for both retail and wholesale organizations
• Maximize impact on Sonova’s own retail performance while strengthening wholesale relevance and long-term partner stickiness through superior demand-generation effectiveness.

Channel & Commercial Oversight

• Own and evolve the APAC multi-brand strategy, defining the role, positioning, and strategic contribution of each brand across wholesale and retail channels
• Build and scale a regional demand generation ecosystem (“lead generation factory”) across B2B and B2C, ensuring sustainable pipeline growth
• Ensure effective cascade of global channel strategies into regional priorities
• Oversee alignment between Marketing and Sales leadership across markets
• Guide markets in effective brand activation and portfolio optimization
• Govern pricing guardrail adherence in collaboration with global pricing
• Support identification of regional growth opportunities

Performance & Governance

• Own regional marketing performance (growth, ROI, launch uptake, brand KPIs)
• Establish performance discipline and transparency across GCs
• Chair regional marketing governance forums
• Represent APAC in global marketing councils

Capability Development & Voice of Market

• Ensure structured consolidation of market insights across APAC
• Identify capability gaps and steer capability build-up initiatives
• Provide consolidated regional input into global brand and R&D decision-making

About you

• Degree in Marketing, Business Administration, Psychology, or related field; an MBA and/or brand management certification is considered a plus
• 12+ years of experience in brand management / product / retail marketing leadership, including 5+ years leading teams
• Experience in a consumer-oriented Medical/Healthcare industry is preferred; an understanding of the hearing device market is advantageous but not a prerequisite
• A technical affinity and, ideally, experience with innovative electronic products
• A track record of building omnichannel marketing strategies, including consumer journey management and digital-to-store integration
• Extensive experience in (retail) brand strategy, marketing campaign strategy & execution, in-store consumer experience design & optimization, and retail performance metrics & conversion optimization
• A deep understanding of consumer/shopper behavior
• Adept at cross-functional partnership and collaboration
• An entrepreneurial attitude: proactive, decisive and resilient  
• Growth and performance mindset, using financial acumen to manage marketing ROI
• High level of integrity, ethics and trustworthiness
• High learning agility: flexible in transforming environments and able to help drive change
• A skilled communicator and storyteller, leveraging data to build compelling narratives  
• A people manager, capable of building teams and fostering team spirit
• Digitally savvy and abreast of brand management and product marketing, analytics and CRM tools
• Fluency in English is a must; proficiency in Asian languages and/or German is a plus
• A strong set of personal guiding principles that align with our company values: We care; We drive innovation; We strive for excellence; We take accountability; We build the best team