Job Description

Purpose of Role

The Marketing Manager – Editorial & Content is responsible for developing and activating insight-led thought leadership content that supports customer engagement, demand generation and commercial growth across Asia Pacific.

The role acts as the regional authority on editorial standards and content quality, ensuring thought leadership content is relevant, differentiated, evidence-based and commercially effective. This may include both producing (writing) content and commissioning content via agencies.

The role plays a big part in the regional thought leadership agenda, including topic selection, editorial planning, narrative development, content governance and activation strategy. This includes supplying content to wider APAC Marketing channel programmes and owners, for maximum exposure and commercial return.

Working with research partners, subject matter experts, agencies and marketing stakeholders, the role ensures content investments are aligned to customer needs, business priorities and measurable marketing outcomes.

Functional Scope

This role sits within the Marketing function and is focused on customer engagement, demand generation and commercial growth. It is distinct from Corporate Communications activities such as media relations, corporate reputation management, government affairs, financial communications, internal communications and employer branding.

The role is accountable for thought leadership, editorial strategy, content activation and content governance that support marketing and business objectives.

Key Accountabilities

1. Content Development & Governance
• Own and evolve Maersk APAC’s flagship “Bluepaper” content series

• Identify priority topics aligned to customer needs, market trends and business priorities

• Develop content briefs and editorial guidance

• Manage research agencies, writers, editors, translators and partners
• Ensure quality, consistency and alignment with brand standards

• Ensure content investments support regional marketing priorities and commercial objectives

2. Editorial Quality
• Understand content & media consumption habits amongst our audience and how this may differ across geographies & segments

• Shape narratives, storylines and points of view for thought leadership pieces
• Review and challenge content outputs to improve quality and impact

3. Content Activation
• Develop integrated activation strategies for thought leadership assets
• Extend content through campaigns, events, executive engagement, sales enablement and earned amplification
• Maximise return on content investment through repurposing

4. Performance & Optimisation
• Monitor thought leadership performance.
• Evaluate effectiveness against marketing objectives.
• Maintain understanding of GEO, AEO and AI-enabled content discovery.

Critical Capabilities

Editorial Judgement

• Ability to assess content quality and determine what constitutes compelling, differentiated and customer-relevant thought leadership
• Demonstrates strong narrative development capabilities and the ability to transform insights into clear points of view

Strategic Thinking

• Identifies emerging opportunities, customer challenges and market trends
• Puts the audience first when designing content strategy
• Connects business priorities to editorial and content strategies

Commercial Acumen

• Understands how content contributes to customer engagement, demand generation, pipeline development and commercial growth
• Balances brand-building objectives with business outcomes.

Stakeholder Management

• Builds trusted relationships with senior stakeholders and subject matter experts
• Effectively manages and challenges external agencies and partners

Self-Leadership

• Operates effectively with a high degree of autonomy
• Comfortable with a level of ambiguity
• Demonstrates sound judgement, prioritisation and accountability

Learning Agility

Proactively seeks to develop own expertise in emerging marketing, content, and technology trends Adapts quickly to new channels, formats and ways of working

Results orientation

• Accountability for outcomes, not outputs, ensuring content programmes deliver measurable value to customers and the business
• Balances creativity, editorial quality and commercial objectives

Success Measures

Strategic Delivery: delivery of the regional roadmap, alignment of content investments with business and marketing objectives

Editorial Excellence improved quality and differentiation of content

Audience Impact engagement from priority customer segments, consumption and utilization of flagship content assets

Content Activation integration into campaigns, events, executive engagement and sales enablement

Commercial Contribution demand generation, pipeline influence and customer growth outcomes

Essential Experience

• 5+ years’ experience in editorial, publishing, content strategy, thought leadership, research-led marketing or related disciplines.
• Experience developing content strategies for B2B audiences and leading thought leadership programmes
• Experience managing agencies, editors, writers and designer
• Experience operating in regional or global or virtual environments

Preferred Experience

• Ability to assess content quality in English and Mandarin
• Experience in logistics, transportation, technology, consulting, publishing, media or research organisations
• Experience with executive audiences
• Familiarity with GEO, AEO and AI-driven content discovery
• Existing network of editorial, content or research partners

Education Requirement

Bachelor degree in Marketing, Communications, Journalism, Business, Economics, English, Media, Publishing or related discipline.

Maersk is committed to a diverse and inclusive workplace, and we embrace different styles of thinking. Maersk is an equal opportunities employer and welcomes applicants without regard to race, colour, gender, sex, age, religion, creed, national origin, ancestry, citizenship, marital status, sexual orientation, physical or mental disability, medical condition, pregnancy or parental leave, veteran status, gender identity, genetic information, or any other characteristic protected by applicable law.
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