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Area Marketing Manager North East Asia

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Date: 23-Nov-2021

Location: Busan, Busan, KR, 48943

Company: Lloyds Register


Job Title:

Area Marketing Manager, North East Asia

Grade Title:

Lead Business Support Specialist

Reports To (Title):

Head of Area Marketing

Business Stream:



LR Background:

Lloyd’s Register is a global professional services company specialising in engineering and technology for the maritime industry. LR is the world’s first marine classification society, created more than 260 years ago to improve the safety of ships. Our technical expertise is offered in more than 70 locations, serving clients based in 182 countries.


Our Marine and Offshore (M&O) business is a leading provider of classification and compliance services to the marine and offshore industries, helping our clients design, construct and operate their assets to the highest levels of safety and environmental compliance. In the race to zero emissions, our solutions, technical expertise and industry-firsts will support a safe, sustainable maritime energy transition.


In the drive for efficiency in the ocean economy, our Maritime Performance Services (MPS) enable businesses to reach their full potential – now and into the future. We offer our clients advice, support and solutions on fleet management, fleet optimisation, business operations, risk management, emergency response, fuel testing and maritime training.



Role purpose:

The purpose of this role is to create and manage the area’s marketing plan to drive growth, customer advocacy, brand awareness and proposition differentiation. The role should empower the area to meet commercial objectives through coordinated campaigns and other activities, focusing on winning the business, demonstrating differentiation and nurturing client relationships, across the M&O and MPS business:


Key Focus Areas:


  • Working in close partnership with the area commercial team, and taking consideration of key area market opportunities, the role is responsible for the creation, alignment, implementation and the execution of the growth-driving marketing plan within the area, under direction of the Head of Area Marketing, in line with Global Strategy and Global Marketing and Campaign Plans for both the Marine & Offshore and MPS business.


  • continual improvement of marketing campaigns and activities so that we can demonstrate that the right marketing messages/campaigns are reaching the right customers at the right time, resulting in lead generation, cross and upsell opportunities, and increased brand awareness, consideration, advocacy and loyalty.


  • working within the Area marketing team to maximize efficiencies, effectiveness and apply marketing campaign and channel best practice.


  • maintaining in-region sales relationships with Area Operations and Sales Managers to discuss and review growth, pricing, product mix and sales targets to achieve LR’s revenue and margin targets, and share information and insights from their area so that the central team can develop best practice frameworks and processes.



Key Responsibilities:

  • In line with the area commercial objectives, global strategy and global marketing plans, develop, coordinate and execute area marketing plans and targeted campaigns to increase LR brand awareness and generate leads within targeted product and service categories for growth to budget.


  • In line with the global strategy and global marketing plans, ensure marketing plans and campaigns are delivered using best practice frameworks and optimised tools such as Salesforce and Pardot, client segmentation and multiple marketing channels, including website, social media, email marketing, events, online advertising, retargeting, search engine optimization, search engine marketing, content localization, PR, etc


  • Ensure that the channel mix is optimised for local audiences and maximum return on investment utilising client/prospect segmentation practices to maximise campaign engagement, effectiveness, brand awareness and lead generation


  • Increase LR brand awareness, thought leadership, subject matter expertise, consultant and key industry association/stakeholder relationships/partnerships by supporting the implementation of defined LR PR strategies. 


  • Ensure marketing campaigns support a consistent LR brand look and feel globally and across the area utilising centrally developed and/or approved marketing content in line with LR Brand & External Relations team’s central guidance.


  • Support marketing plan outcomes by working effectively with other marketing, commercial team members, bought in services/agencies and other internal and external partners to ensure timely and financially effective campaign delivery.


  • As a member of the area marketing team, provide information, recommendations and innovative ideas for new marketing channels, tactics, and tools, ensuring they are relevant, complete, efficient and workable.


  • Follow frameworks and guidance to help evaluate marketing initiatives, ROI and effectiveness, such as Salesforce, Pardot, Google Analytics and other tools and provide monthly reports on marketing plans and campaign effectiveness.


  • Working across teams ensure collaboration and contribution to the marketing, sales and operational function to support growth of the business in line with globally agreed strategic focus areas.


  • Monitor and provide benchmarking and market feedback on competitor activities and performance.


  • Ensure that client engagement and hospitality is measurable, targeted and aligned to key themes and messages.


  • Manage the area marketing budget and demonstrate return and value on all activities through concise impact-oriented marketing team performance reporting



  • Manage local external agency partners, including suppliers, event organisers, localisation and other creative agencies
  • Manage local development and delivery of class-leading, segment-specific communication and event plans and content strategies for different business segments e.g M&O and MPS
  • Initiate, plan, manage and deliver high-value content aligned to creative themes, marketing strategies and business objectives.



Key Health & Safety Responsibilities:

Eliminated or minimise employee’s exposure to risks by reviewing, regularly, the health and safety risk register, applying appropriate controls, communicating results of risk assessment and ensuring health and safety is considered in the planning and execution of all LR activities.

Manage your own and your team’s compliance with health and safety rules, instructions, systems and legal requirements, ensuring employees are suitably trained and adequate resources are available to work safely.

Monitor and review health and safety performance, observe safety behaviours in the workplace, taking appropriate corrective and preventative action as necessary and suggesting and implementing improvement activities.


Role Dimensions:

Key stakeholders:

Area Marketing team                          Insight Director

Head of Area Marketing                     Brand and Corporate Affairs Director

Head of M&O Marketing                    Head of Segments

Head of MPS Marketing

Area commercial team

Location of work



Technical / Professional Qualifications / Requirements:

Degree level education from a recognised institution. A degree in in a marketing discipline is considered a plus.

At least 5 years of professional experience in marketing roles, ideally in B2B marketing and campaign coordination.

Good communication skills, with an ability to present material in a way which is appropriate to the level of knowledge of the audience. 

Ability to read, write, speak and communicate in English and local languages where applicable

Adaptable and well organised with a practical minded approach and the ability to work on multiple tasks and to tight deadlines.

Knowledge of applicable IT and digital technologies. Knowledge of Salesforce, Pardot, Google Analytics, social media, and/or similar marketing and sales systems required.

A proactive approach to problem solving, seeking management input, advice and direction when needed, with good communication skills.

Demonstrate a desire to learn from peers and global colleagues.

Result oriented, proactive, flexible and enthusiastic team player with a “can do” attitude.

Ability to communicate effectively at different levels within organisations and to influence successfully and openly, especially with culturally diverse audiences.

Ability and willingness to travel.

Flexible approach to adjust role and objectives as the position develops.

Knowledge of the maritime industry (i.e. shipbuilding, ship operations, freight and chartering) is considered a plus.



Our Values:

We care

• We care about the safety of everyone.

• We respect each other and the wider communities we work in.

• We’re passionate about giving back to society, leaving the world a better place than we found it.

We care about each other, our customers and the environment.

We share our expertise

• We strive to be the leaders in our profession with unparalleled expertise.

• We’re committed to quality and work together to find the best solution.

• We’re inquisitive and curious and never stop learning to further our knowledge.

We share our expertise with each other, with our customers and with all of our stakeholders.

We do the right thing

• We’re independent and impartial.

• We show integrity in everything we do.

• We’re brave and courageous and we never compromise on standards or safety.

We do the right thing in every situation.


Diversity and Inclusion at Lloyd's Register:


Together we are one Lloyd’s Register, committed to developing an inclusive and safe workplace that embraces and celebrates diversity. We strive to ensure that all applicants to LR experience equality of opportunity and fair treatment, because we believe it is the right thing to do. We hope you do too.




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