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APAC Marketing Manager, Optical Communications

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Date: Jul 20, 2022

Location: Singapore, SG, 237994

Company: Corning

Requisition Number: 56866


Corning is one of the world’s leading innovators in materials science. For more than 160 years, Corning has applied its unparalleled expertise in specialty glass, ceramics, and optical physics to develop products that have created new industries and transformed people’s lives.

Corning succeeds through sustained investment in R&D, a unique combination of material and process innovation, and close collaboration with customers to solve tough technology challenges.


The purpose of this position is to create and implement Integrated Marketing Plans which generate demand for Corning Optical Communications products in Asia Pacific (APAC) via programs which achieve the following:


  • Create awareness of the Corning brand
  • Generate new sales leads by harnessing both the traditional marketing channel and various digital platforms
  • Nurture new leads through the Marketing funnel via digital engagement until they become customers
  • Cross sell / upsell existing customers to higher value-added products
  • Selectively target other solutions available in the industry for competitive replacement to Corning solutions



Lead Generation/Management:

  • Create and execute the annual APAC integrated marketing plan (IMP) via collaboration with stakeholders in sales, market development and product line management, measuring the plan’s success with defined metrics, and course correcting the plan as necessary
  • Build the marketing activity plan, defining which digital events (online industry seminars, webinars) and physical events (industry trade shows, Corning hosted seminars, co-hosted seminars with industry partners) will be conducted, and establish the execution plan. Manage lead capture activities at trade shows/seminars in ASEAN
  • Utilize Marketing automation to deliver appropriate content to the appropriate audience at the appropriate cadence to move leads through the Marketing funnel from Prospect to Customer


Content Management:

  • Identify content gaps and the type of content required to resonate with targeted customer sets based on the specific Marketing program
  • Lead project teams to create necessary content


Digital Marketing:

  • Determine content to be included on Corning websites in Asia and deploy content to capture new sales leads via the websites
  • Adopt search engine optimization (SEO) best practices for APAC; analyze metrics on web site visitor trends and create plans to increase web traffic
  • Leverage on various social media outlets and SEM/ paid digital adv to selectively target potential new customers and to amplify campaign reach


Commercial Planning / Commercialization of New Products


  • Create and execute the annual commercial plan for the APAC market, specifically for the ASEAN and ANZ region
  • Serve as the APAC liaison to the global Channel Marketing team to communicate best practices to the sales teams in APAC



  • A minimum of 7 years of Marketing experience
  • 3+ years of experience using the web and social media to deliver content and build a rich dialogue with targeted customer sets
  • 2+ years of experience working with commercially available Marketing automation platforms (Marketo/ Eloqua) in a B2B environment



  • Fluency in languages: English and Mandarin
  • Excellent written, verbal, and presentation skills and the ability to effectively present ideas to senior management
  • A self-starter with the ability to work independently
  • Ability to work as part of diverse, multinational virtual project teams on several global projects per year
  • Ability to learn and adopt new technology platforms required for executing the Integrated Marketing Plans
  • Experience in building integrated campaigns executed with a strong understanding of the considerations for industry and audience variances while aiming to achieve the target set for Marketing
  • Ability to drive Corning’s success by learning the industry, taking ownership of your campaign planning, execution, optimization, and results reporting
  • Ability to grasp market trends and generate creative ideas and relentless curiosity when it comes to the latest marketing trends and strategies



  • Bachelor’s degree in Marketing, Business Analytics or Engineering



  • Up to 30%