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Manager Marketing Region-China


shanghai, SH, CN, 000000

REQ ID:  31931

With over 80 years as an industrial technology leader, Kennametal Inc. delivers productivity to customers through materials science, tooling and wear-resistant solutions. Customers across aerospace, earthworks, energy, general engineering and transportation turn to Kennametal to help them manufacture with precision and efficiency. Every day approximately 10,000 employees are helping customers in more than 60 countries stay competitive. Kennametal generated nearly $2.4 billion in revenues in fiscal 2019. Learn more at Follow @Kennametal: Twitter, Instagram, Facebook, LinkedIn and YouTube.


Job Title: Marketing Manager

Location: Shanghai


Job Summary   

The Manager Marketing has the following purpose:

  1. Develop strategic and transformational initiatives across Asia to drive implementation of the 3-5 years strategic plan working closely with VP Metal Cutting – Asia, Regional and Global leaders.
  2. Establish a framework to provide a strategic direction and Marketing vision focusing on growing the Asia Metal Cutting Business focusing both on Organic and Inorganic growth through Marketing & Business Development activities, Potential JV & M&A opportunities, etc aligned to the Kennametal strategy and enabling Profitable Growth & Market Share gain.



  • Strategic planning for Asia Metal Cutting Business covering all aspects of business to win in the market
  • Lead key identified transformational initiative factoring in the key market drivers linked to customer needs.
  • Design and implement marketing strategies aligned with business targets and competitive insights.
  • Drive the formulation and implementation of the Metal cutting strategy, ensuring the end-market strategies align with the organization’s overall vision and long-term business objectives.
  • Ensure marketing strategy expands across multiple brands, channels (direct/indirect) to grow brand awareness, drive high volume of qualified opportunities, acquire new customers. Demand Generation, Client Relationship Management, Go To Market
  • Identify, define, and quantify target market segments, as well as strategic accounts within those segments, develop associated campaigns, and collaborate on win strategies with leadership and business stakeholders.
  • Lead and manage customer and competitor market intelligence analysis to drive lead identification & actionable market insight, develop and execute associated campaigns to enable market share gain
  • Conduct and audit market segmentation, market size, growth rates and share analysis as well as track share gain development.  Utilize data/insights to identify future growth opportunities and drive strategic initiatives.
  • Develop, implement, and monitor key performance indicators to analyze and report on total marketing contribution to customer acquisition and penetration, lead generation and securing project and product opportunities.
  • Proficient with stage gate process as part of portfolio management, collaborate with internal stakeholders to determine portfolio roadmaps
  • Use customer data, analytics & feedback to ensure client satisfaction and improve KIL Net Promoter Score at TOP 25 accounts
  • Establish a strong, long-term web presence to ensure excellent Digital Customer experience


Relevant Work Experience

  • Demonstrated track record of strategic planning process and using Outside-In data driven approach to arrive at execution plans
  • Demonstrated track record in using customer insights, market research, segmentation and marketing analytics to build a marketing strategy and plan
  • Proven commercial understanding with a track record of developing growth-orientated strategies and executing complex growth projects and investments
  • Ability to identify strategic needs, lead all aspects of planning with solid business recommendations and generate alignment with key business partners
  • Success in building brand equity, driving demand that satisfies business growth goals, and delivering continuous improvement in marketing return on investment
  • Experience working in a senior strategic planning and/or marketing role for a company that has successfully gone through a major business transformation.
  • Exposure to driving Business Development activities and strategic engagement for potential JV or M&A activities.


Functional/Technical Knowledge, Skills and Abilities Required:

  • Ability to be highly analytical and strategic, but also creative and hands-on, with attention to detail
  • Strong verbal, presentation, and written communication skills
  • Strong business and commercial acumen
  • Deep and broad business knowledge of the business in which they operate
  • Strong influencing skills and executive presence
  • A process-oriented mindset from marketing brief through campaign execution, supported by marketing productivity tools and systems

Kennametal Equal Opportunity Employer

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