REGIONAL FIELD MARKETING MANAGER (UM)

The Regional Field Marketing Manager (Mandalay) is responsible for bringing brand strategy to life on the ground by driving consumer engagement, brand visibility, and market activation across the region. This role partners closely with Sales and cross‑functional teams to translate national plans into strong regional execution, ensuring effective consumer recruitment, engagement, and loyalty. The position also leads and coaches the regional field marketing team while managing budgets, performance, and execution excellence in line with JTI standards.

 

 

 

 

• Lead the regional field marketing strategy in alignment with national direction, translating top-down plans into clear regional cycle priorities that drive consumer creation, engagement and brand visibility.
• Strong understanding of regional consumer behavior and the brand funnel (awareness, trial, conversion and loyalty) to ensure initiatives effectively recruit new consumers and sustain existing ones.
• Identify and develop bottom-up opportunities based on consumer, market and trade insights and prepare compelling proposals that represent the regional perspective. Act as the regional project lead for key field marketing initiatives, ensuring strong cross-functional collaboration and consistent execution across the region.

 

Field Execution Governance and Coaching

• Provide strategic guidance, playbooks and clear execution standards to Field Marketing Executives, supporting them with the tools and direction they need to succeed.
• Develop and coach the team to strengthen regional field marketing capabilities, conducting regular field visits and governance checks to ensure high‑quality execution.
• Measure program effectiveness, ensure compliance with established standards and drive continuous improvement across all field marketing initiatives.

 

Cross-Functional Collaboration

• Work closely with Regional Sales Manager, Brand teams, C&TA, RTM and other cross‑functional partners to ensure strong alignment and collaborative execution. Influence stakeholders through clear communication, compelling presentations and effective storytelling. Integrate field marketing priorities into regional business planning to ensure cohesive, consumer‑focused strategies across the organization.

 

Performance and Budget Management

• Manage regional field marketing program investments and monitor budgets, prioritizing initiatives based on KPIs and ROI to ensure smart and impactful resource allocation. Oversee end‑to‑end program performance management, generating actionable insights and continuously optimizing regional plans to drive stronger outcomes and efficiency.

 

Ensure Execution Excellence on the Ground

• Maintain a strong field presence to validate trade and consumer experiences, assess execution quality and ensure that strategies remain grounded in real market conditions. Provide regular updates on regional and territory-level field insights, enabling data‑driven decision‑making and continuous improvement across teams.

 

Regulatory and Internal Compliance

• Ensure all engagement activities are executed in line with JTI Marketing Codes and adhere with national & local legislations (Tobacco Control Act of Myanmar).

 

Requirements:

• Bachelor’s degree (required)
• MBA or equivalent qualification (preferred)
• Over 5 years of relevant experience in FMCG marketing and sales, including both back-office and regional roles.
• Cross-functional expertise with solid knowledge of marketing strategy and strategic trade planning, covering distribution, merchandising, promotions, and pricing programs.
• Strong understanding of operational challenges and effective execution skills.
• Familiarity with legislation, taxation, external relations, and marketing standards within the tobacco industry.
• Demonstrated leadership abilities, collaborative mindset, and clear business vision.
• Motivated to support the growth and development of team members.
• Professional proficiency in English and Burmese, with excellent communication skills across teams.
• Functional Skills:
  • Comprehensive understanding of brand strategy and its application in field execution.
  • Consumer-focused approach combined with strong business insight.
  • Experience in managing investment prioritization based on KPIs and ROI, and evaluating program effectiveness is advantageous.
  • In-depth knowledge of regional trade channels and their dynamics.
  • Proven commitment to consumer advocacy and understanding consumer needs.
  • Proficient in Microsoft Office tools, including Outlook, Word, Excel, and PowerPoint.
  • Strong influencing capabilities, with experience in delivering presentations and creating engaging content.