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Category Executive, Hair Care (SEA)


Singapore - Technology Centre

Dyson has made a major strategic expansion into Asia. At the heart of the Asia expansion is the decision to create a strong Dyson team in Southeast Asia to support an expanding business and tomorrow’s growth markets. Dyson has set a regional office for Southeast Asia in Singapore.  The Southeast Asia office will provide the vision and strategy to Dyson’s business in Southeast Asia, covering key markets such as Singapore, and growth/new markets such as Malaysia, Thailand, Indonesia and the Philippines. The Southeast Asia team will also replicate the success of Dyson’s growth so far by launching disruptive technology with strong propositions through perfectly executed integrated marketing campaigns across the region.

To drive strong and sustained business growth, as well as to build our awareness, presence and reputation, we are looking to substantially strengthen and grow the SEA Marketing organization.

Main Responsibilities

Reporting to the Senior Marketing Manager SEA, this role is responsible for enabling the growth and success of the Hair Care category in the region, through close collaboration with key stakeholders in global, regional and local teams, ensuring timely delivery of assets and campaign readiness and assisting the regional category lead in portfolio management.

This role will also support the go-to-market activities for 3 of the SEA markets (Malaysia, Philippines, Indonesia), across all categories. The candidate will be required to work closely and collaboratively across internal functions and distributors in each of the 3 markets, in order to execute business plans and drive the growth of Dyson in the 3 aforementioned markets.

Category Management, Hair Care, SEA

  • Work closely with the Global Hair Care team, alongside the Regional Category Lead, to support portfolio management across finished goods and accessories, delivering category growth for SEA
  • Work with creative agencies, Legal and Commercial teams to develop, localise and gain legal approval for all campaign assets (new launches, seasonal or locally-initiated campaigns), for markets to deliver Go-to-market plans across SEA
  • Manage the category portfolio through a full understanding of product lines and ancillaries, including limited edition launches
  • Support competitor testing and research needs, if any
  • Assess, manage and grow the Hair Care category business performance by working closely and collaboratively with internal functions to develop category knowledge amongst the wider team and providing the SEA markets with guidance on perfect execution for the category
  • Build effective working relationships with stakeholders in the Global team to ensure alignment on plans

Go To Market for MY+PH+ID cluster, all categories

  • Work alongside the cluster lead (same person who handles regional Hair Care) in supporting last mile executions across the categories
  • Review key data points on a regular basis (market data, shopper surveys, sales reports, search trends, Brand Health tracking, etc) to monitor market growth or competitor threats, and to inform go-to-market plans and tactics
  • Collaborating with the APAC team and external agency to develop localised campaigns (e.g. Chinese New Year) and assets (e.g. Out-Of-Home ads) per market needs
  • Budgeting and spends management to ensure profitability targets are delivered
  • Playing brand guardian and guiding distributors on in-market executions, ensuring they are on brand

Fulfil other duties as required

  • Pick up new activities that fall broadly in the purpose of the role
  • Fix things that you can see need fixing
  • Identify problems and find solutions
  • Promote and demonstrate Dyson behaviours

Key interfaces

  • Internal:
    • Global category team in the UK
    • APAC team
    • SEA Marketing Team - including Category, Digital and Retail team members
    • SEA Communications
    • SEA Sales & Business Development
    • SEA Customer Service
    • SEA Finance team
    • SEA Legal Council
  • External
    • Distributor teams
    • Media agency (IPG)
    • Creative and influencer agencies
    • Research agencies

Experience and Education

  • Bachelor’s Degree in Marketing or a related field preferred
  • 2-3 years working experience required, ideally in product/brand marketing
  • Understanding and experience in omni-channel marketing a bonus
  • Exposure to and experience working with/in SEA markets a bonus

The ideal candidate

  • A visible passion for Dyson, technology and engineering
  • Fast learner – ability to manage complexity and a fast business pace
  • Problem Solver – must be able to critically analyze and tackle problems, as well as to present viable solutions
  • Entrepreneurial spirit – must be able to deal with ambiguity and willing to take risks as needed
  • Ability to demonstrate resilience with a never-say-die attitude and a strong desire to win
  • Strong communication skills – ability to present information both written and oral clearly and concisely. This person needs to be able to communicate clearly and confidently to all levels within Dyson.
  • Proven ability to work cross-functionally
  • Fluency in English both written and spoken is a pre-requisite for this role; fluency in Mandarin, Bahasa Melayu or Bahasa Indonesia would be a bonus


Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.