Position Summary

The Regional Marketing Manager – Latin America is responsible for leading the execution of Hygiena's regional marketing strategy across Latin America, ensuring alignment with Corporate Marketing while driving measurable commercial results.

This role owns the region's tactical marketing execution, including demand generation, field marketing, digital campaigns, customer events, product launches, distributor marketing support, and regional communications.

Working closely with Sales, Product Management, Customer Success, and Corporate Marketing, the position ensures that global strategies are successfully localized to meet regional market needs while generating qualified demand, increasing brand awareness, supporting revenue growth, and improving customer engagement.

The position also serves as the Voice of the Region, providing market intelligence, customer insights, and competitive feedback that influence global marketing strategies and product development. 

Key Responsibilities

Regional Marketing Leadership

• Develop and execute the annual LATAM Marketing Plan aligned with the Annual Operating Plan (AOP).
• Manage the regional marketing budget and maximize return on investment (ROI).
• Define annual priorities, campaigns, KPIs and marketing initiatives.
• Lead all tactical marketing activities across Latin America.
• Coordinate marketing initiatives across subsidiaries, distributors and commercial partners.
• Ensure execution consistency across all countries while adapting campaigns to local market needs.

Demand Generation

Own the region's demand generation strategy by:

• Executing digital campaigns.
• Managing field marketing initiatives.
• Organizing webinars and customer events.
• Supporting lead generation programs.
• Driving marketing-qualified leads (MQLs).
• Contributing to marketing-sourced pipeline and revenue growth.

Monitor campaign performance and continuously optimize investments based on measurable business outcomes.

Product Launches & Commercial Support

• Execute regional product launches using Corporate Marketing go-to-market frameworks.
• Adapt global campaigns to local language, regulations and customer requirements.
• Develop localized marketing materials, sales tools and promotional content.
• Support Sales teams throughout the customer journey with effective marketing assets.
• Partner with Product Management to communicate regional customer needs and market trends.

Corporate Marketing Alignment

Operate within Corporate Marketing standards by:

• Maintaining brand consistency.
• Following global messaging and visual identity guidelines.
• Utilizing corporate marketing platforms.
• Complying with data privacy and consent requirements.
• Coordinating local agencies and vendors within approved governance.

Market Intelligence

Serve as the regional market expert by:

• Monitoring industry trends.
• Identifying competitive opportunities.
• Gathering Voice of Customer insights.
• Sharing regional intelligence with Corporate Marketing and Product Management.
• Supporting business cases for future product development.

Events & Customer Engagement

Lead regional participation in:

• Trade shows
• Industry conferences
• Scientific congresses
• Customer workshops
• Educational webinars
• Distributor events
• Advisory Boards

Support global marketing initiatives, including major international events such as IAFP.

Cross-Functional Collaboration

Partner closely with:

• Sales Leadership
• Corporate Marketing
• Product Management
• Customer Success
• Regulatory Affairs
• Distribution Partners
• Country Management
• Industry Segment Managers

Promote collaboration, knowledge sharing and marketing best practices across regions.

People Leadership

When applicable:

• Recruit, develop and coach regional marketing team members.
• Set objectives and performance expectations.
• Conduct performance evaluations.
• Foster a collaborative, customer-centric and results-oriented culture.

Compliance & Operational Excellence

• Ensure compliance with company policies, legal requirements and safety procedures.
• Promote ethical business practices.
• Support continuous process improvement.
• Perform additional responsibilities assigned by leadership.

Minimum Qualifications

Education

• Bachelor's degree in Marketing, Business, Life Sciences or related field.
• MBA or postgraduate degree preferred.

Experience

• 8–10 years of progressive experience in Marketing, Sales, Product Management or Commercial leadership within a B2B environment.
• Experience in Food Safety, Diagnostics, Microbiology or Life Sciences is highly preferred.
• Proven experience leading regional marketing initiatives across multiple countries.
• Strong experience in digital marketing and demand generation.
• Experience working with distributors and indirect sales channels.

Technical Skills

• Marketing automation platforms.
• CRM systems.
• Microsoft Office Suite.
• Adobe Acrobat.
• Marketing analytics and ROI measurement.

Languages

• Fluent English (required)
• Fluent Spanish (required)
• Portuguese (strongly preferred)

Core Competencies

• Strategic Thinking
• Commercial Acumen
• Customer Focus
• Results Orientation
• Leadership & People Development
• Influence without Authority
• Cross-cultural Communication
• Collaboration
• Project Management
• Analytical Thinking
• Innovation
• Adaptability
• Integrity

Key Performance Indicators (KPIs)

Success in this role will be measured through:

• Regional Marketing Qualified Leads (MQLs)
• MQL-to-SQL Conversion Rate
• Marketing-Sourced Pipeline
• Campaign ROI
• Marketing Budget Management
• Event Performance
• Digital Campaign Effectiveness
• Regional Revenue Contribution (shared with Commercial)
• Product Launch Execution
• Distributor Engagement
• Brand Consistency
• Customer Engagement Metrics

Working Conditions

• Up to 30% travel across Latin America.
• Occasional evening or weekend work to support business events and customer activities.

Physical Requirements

Standard office environment requiring computer work, communication, presentations, and occasional travel.