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2022 REPORT

Building Winning
Regional Marketing
Teams

Building Winning Regional Marketing Teams

Insights and Opportunities for APAC
Leaders and Global Brands
Insights and Opportunities for APAC Leaders and Global Brands
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How regional marketing teams win in 2023

Marketing leaders have a tough job this coming year. They have to balance a competitive hiring landscape with economic uncertainty and higher-than-ever customer expectations. 99% of marketing leaders in APAC say their business is facing challenges to growth, whether that’s related to supply chain issues, talent shortages, or drastically reduced budgets. 

To better understand how organisations can develop successful regional growth strategies, we partnered with LinkedIn to gather new data from 1000+ marketing leaders in Australia and Singapore.

In the report, you'll find insights from leaders at LinkedIn, Canva, Deputy, Spenmo and more.

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Key Highlights

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Where the growth opportunities are

Find out what strategies marketing leaders in the APAC region are prioritising to drive growth 📈 in 2023 and beyond. 

How successful teams are structured

Insights on how marketing leaders are designing and structuring regional teams, including the game changing marketing roles that will be crucial in your team for 2023.

Lessons for global and regional leaders

What you need to know as you look toward overseas expansion and the common tension points regional marketers face.

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What's top of mind for marketing leaders?

Leaning into local strategies that deliver business results. Increasing mindshare and brand affinity is a top priority for marketing leaders in Australia and Singapore.

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Budgets. 82% of APAC marketers say the looming global recessionary environment has reduced their marketing budget compared to previous years.

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Localisation and market nuances. 84% say that they spend too much time educating global counterparts about regional marketing nuances.

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In this report, you’ll hear from:

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Quotation

There’s a myth that localisation only needs to happen in non-English speaking regions. It’s humour, imagery or our own local diversity, which may be missing from global D&I work. The challenge is to demonstrate and argue the uplift you can get from going down the hyper-localised route.

Kat Warboys

Marketing Director APAC, HubSpot

Quotation

There’s a myth that localisation only needs to happen in non-English speaking regions. The challenge is to demonstrate and argue the uplift you can get from going down the hyper-localised route.

Kat Warboys

Marketing Director APAC, HubSpot

In today’s economic climate, the work for today’s regional marketers is pretty cut out. They need to show more engagement and better ROI with less resources. 

Sarah Tucker

Head of Marketing APAC, LinkedIn

Localisation has always been a focus for Canva, not just because it helps fulfil our mission to be truly accessible to everyone in the world, but also because it fuels our growth.

Zach Kitsche

Chief Marketing Officer, Canva

The challenge for marketing leaders in this region are localisation, delivering a clear value proposition and market education, particularly for industries like ours where tech adoption is early stage.

Aaron Goh

Head of Marketing, Spenmo

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Quotation

In today’s economic climate, the work for today’s regional marketers is pretty cut out. They need to show more engagement and better ROI with less resources. Customers desire personalised engagement experiences and are looking for more meaningful opportunities to engage with brands they love. While that sounds difficult with limited resources, for marketers, this translates into unleashing their creativity, building more authentic content and below-the-line campaigns to maximise the reach of their limited budgets and reap the rewards.

Sarah Tucker

Head of Marketing APAC, LinkedIn

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Quotation

Localisation has always been a focus for Canva, not just because it helps fulfil our mission to be truly accessible to everyone in the world, but also because it fuels our growth.

Zach Kitsche

Chief Marketing Officer, Canva

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Quotation

The Southeast Asia market represents a huge opportunity for brands. The region is vast and incredibly complex due to the differences in culture, language, race and ethnicity. The challenge for marketing leaders in this region are localisation, delivering a clear value proposition and market education, particularly for industries like ours where tech adoption is early stage.

Aaron Goh

Head of Marketing, Spenmo

Aaron Spenmo
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Related Events

SEA Webinar

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SEA Webinar

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SEA Webinar

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