Key Responsibilities

1.  Regional Strategy & Business Leadership

The Director owns the East Asia commercial marketing strategy and contributes to the region’s annual operating plan and multi-year growth agenda, balancing strategic leadership with practical execution across diverse markets.

• Develop the integrated East Asia marketing strategy, aligned to portfolio priorities, go-to-market plans, P&L targets, and global commercial objectives.

• Hold clear decision rights across the East Asia commercial marketing agenda — owning the integrated East Asia plan, leading trade-off and prioritisation decisions, and directing investment allocation across markets, portfolio, and channels in-line with regional strategy and P&L targets.

• Co-own regional revenue and commercial performance, including reporting on pipeline, conversion, market share, and marketing ROI.

• Partner with the VP GM, country leaders, APAC marketing, finance, and strategy teams to translate priorities into market-relevant execution plans and annual marketing plans.

• Maintain a clear view of market dynamics, competitive landscape, and growth opportunities; translate insights into recommendations for the East Asia Leadership Team.

• Represent East Asia in APAC and global marketing forums, ensuring regional priorities are visible and reflected in broader portfolio and strategy decisions.

2.  Portfolio & Product Management

The Director leads portfolio strategy and product marketing for East Asia, ensuring Stryker’s portfolio is positioned, launched, and managed for commercial impact across the region.

• Lead East Asia portfolio strategy, including prioritisation of product categories and growth opportunities based on market potential and global priorities.

• Drive product launch excellence through launch toolkits, readiness frameworks, and cross-functional execution plans.

• Partner with global and APAC teams to localise positioning, value propositions, clinical messaging, and compliant promotional materials.

• Oversee product lifecycle management, including portfolio rationalisation, phase-out planning, gap analysis, and white-space opportunities.

• Champion evidence-based marketing in partnership with clinical, medical affairs, regulatory, and market access teams.

3.  Customer & Market Insights

The Director builds a strong customer and market intelligence capability for East Asia, ensuring decisions are grounded in healthcare trends, customer needs, and competitive dynamics.

• Establish market research priorities and translate insights into actionable recommendations for the East Asia Leadership Team.

• Lead voice-of-customer programmes across key customer groups to understand unmet needs and decision drivers.

• Develop market maps, segmentation, account stratification, and opportunity assessments to guide targeting and resource allocation.

• Track market share, sales trends, competitor activity, and early signals of market shift; recommend proactive responses.

• Build customer-centricity across marketing and commercial teams by embedding insights into campaigns, positioning, and engagement strategies.

4.  Field Marketing & Events 

The Director oversees East Asia’s field marketing and events agenda, ensuring customer engagement is strategically aligned, well executed, and commercially measurable.

• Develop the annual field marketing and events strategy, including congresses, symposia, customer education, workshops, and digital engagement.

• Oversee major regional and country-level events, ensuring clear commercial objectives, disciplined execution, and ROI measurement.

• Build and manage KOL and clinical champion engagement plans that support education, adoption, and market development.

• Champion digital and hybrid marketing approaches to extend Stryker’s reach and improve customer engagement across the region.

• Partner with education and training centres to deliver procedural workshops and training programmes that accelerate product adoption.

5.  Marketing Capability & Talent

The Director serves as the senior custodian of marketing talent and capability across East Asia, building depth and consistency across the regional marketing community.

• Apply Stryker’s marketing skills framework to East Asia, defining the capabilities required for strong commercial marketing performance.

• Lead marketing talent assessment, development planning, and succession planning across the region.

• Champion continuous learning through Stryker University, global platforms, external development, and peer learning forums.

• Partner with HR and country leaders to attract, retain, and develop high-potential marketing talent.

• Build a collaborative marketing community of practice across East Asia, including best-practice sharing, peer coaching, and capability-building forums.

6.  Sales Enablement

The Director leads the East Asia Sales Enablement function, ensuring commercial teams have the tools, content, training, and processes needed to perform effectively in market.

• Set the strategy and roadmap for East Asia Sales Enablement, with Cheryl Chng managing day-to-day execution.

• Own the sales content library, ensuring commercial teams have accurate, compelling, and current selling tools.

• Partner with Stryker University and global learning teams to deploy training in product knowledge, clinical selling, value-based selling, and customer engagement.

• Drive structured onboarding pathways that accelerate time-to-productivity for new commercial hires.

• Establish field feedback loops and sales enablement KPIs to continuously improve content, training, adoption, and commercial impact.

Candidate Profile