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About the Role

The Sr. Customer Growth Manager is responsible for creating and deploying value propositions that drive customer growth across assigned markets. This role acts as the customer growth voice for Tate & Lyle's in the region, bridging global platform capabilities with regional market needs and translating customer innovation challenges into compelling solutions. Operating at the intersection of sales, technical, product line management, and commercial teams, the Customer Growth Manager builds and executes regional marketing strategies that strengthen brand positioning and deepen customer relationships. In European markets with varied maturity levels and diverse customer bases, this role combines strategic market development with hands-on customer engagement. The Sr. Customer Growth Manager works on assigned focus areas defined by the Regional Marketing Director, which may include specific categories, customer segments, cross-category themes, or customer-specific programs. The scope is intentionally flexible to respond to evolving customer requirements, market opportunities, and strategic priorities.

Responsibilities

Develop Market Intelligence and Customer-Ready Value Propositions
Conduct market and competitive intelligence, track competitor activity, and produce quarterly competitive landscape reports with actionable recommendations
Monitor emerging consumer trends and translate into actionable insights for Commercial, Technical Service, and Platform teams
Partner with Technical Service, Sales, Platforms and CoEs to define value creation opportunities for regional deployment
Create value propositions by focus area, positioning Tate & Lyle capabilities against customer challenges, growth opportunities, and local market requirements
Assess global campaigns for regional relevance, identify adaptation requirements, and strengthen with regional proof points
Translate technical capabilities into clear customer solution benefits that address specific innovation challenges and local market contexts
Support projects to improve the nutrition profile of food and drink applications
Deploy Value Propositions with Speed and Agility
Co-create the annual regional marketing plan aligned to targets, with clear campaign calendars, budget allocation, and ROI expectations
Lead regional trade shows and industry events strategy, ensuring strong presence, targeted pre-event outreach, and post-event follow-up
Identify opportunities to communicate value propositions through trade shows, events, workshops, and customer meetings
Execute deployment in partnership with Marketing team members, ensuring value propositions reach customers through the right channels at the right moments
Lead creation of customer-facing materials tailored to European market needs
Take every opportunity to get value propositions into the markets with agility
Lead and Manage Growth Initiatives and New Product Development
Act as the marketing lead for assigned growth initiatives, owning their progression through readiness stages and coordinating technical and marketing tracks
Run day-to-day programme management across multiple initiatives simultaneously
Manage the handover between Science & Innovation, Technical Service, and Marketing
Partner with NPD, R&D, and Technical Service to take new products from development through to launch
Surface and escalate capacity constraints, risks, and interdependencies to the Regional Marketing Director
Report initiative and NPD progress using clear status reporting and defined next steps
Build and Deepen Customer Relationships Through Strategic Engagement
Act as primary marketing interface for selected customer segmentation accounts, building relationships with key stakeholders
Translate Tate & Lyle capabilities into compelling, application-specific value propositions
Design, coordinate internally, and lead customer co-development workshops and application demonstrations
Partner with Commercial teams to understand customer innovation roadmaps, strategic priorities, and pipeline opportunities
Facilitate customer innovation sessions that position Tate & Lyle as strategic partner in product development
Build thought leadership presence by authoring content, supporting industry engagement, and creating educational resources
Work closely with Business Development to ensure agile, targeted approach to emerging opportunities
Drive Capability in Solutions Selling Across Commercial Teams
Enable Commercial teams to sell solutions, not just ingredients
Partner with regional sales teams to align messaging, support pipeline acceleration, and develop account/application-specific marketing toolkits
Create sales enablement materials that translate technical capabilities into customer business impact
Partner with Commercial leadership to embed solutions selling approach in customer conversations
Support Commercial teams in identifying customer pain points and matching Tate & Lyle capabilities to customer challenges
Provide Strategic Input and Cross-Functional Coordination
Serve as liaison in the region, feeding region-specific and application-specific needs
Conduct market opportunity assessments for new geographies or product categories
Maintain market intelligence database covering customer landscape, distribution networks, competitor positioning, and regulatory requirements
Coordinate with regulatory and quality teams to ensure all marketing claims and materials comply with local food safety and labelling regulations
Brief and manage external agencies or freelancers as needed
Manage Budget, Measure Impact, and Report Performance
Manage regional / activations marketing budget with discipline, tracking spends against plan and reporting on campaign effectiveness quarterly
Define and report clear campaigns KPIs
Conduct post-deployment analysis to quantify effectiveness and generate learnings
Contribute to annual marketing planning cycles with market insights, competitive analysis, and growth opportunity assessments
Report performance to Regional Marketing Director with clear connection between value proposition deployment and customer/commercial outcomes

Requirements

Proven ability to analyse competitive landscapes, identify market opportunities, and translate insights into actionable strategies
Experience conducting market segmentation and opportunity assessments
Comfort operating across diverse market maturity levels from emerging to established markets
Deep understanding of B2B customer innovation processes, buying behaviours, and strategic priorities
Ability to engage credibly with customer R&D and Innovation teams across technical and commercial functions
Comfort with food science, ingredient functionality, application development, and local market requirements
Proven ability to translate technical capabilities into compelling, application-specific customer solutions
Experience creating customer-facing value propositions that demonstrate business impact and resonate with diverse market contexts
Skilled at positioning benefits beyond product features
Experience enabling sales teams to sell solutions
Ability to create sales tools, deliver training, and coach on consultative selling
Understanding of B2B sales processes and pipeline acceleration
Experience developing account-specific marketing toolkits
Strong track record of planning and executing regional trade shows and industry events end-to-end
Ability to coordinate cross-functional teams, manage budgets, and deliver pre/post-event campaigns
Experience with major regional shows (Gulfood, Fi Africa, etc.) beneficial
Bias for action and speed in getting solutions to customers
Strong project management skills with ability to manage multiple programmes simultaneously
Comfortable working outside formal campaign cycles
Ability to prioritise in fast-changing environments
Demonstrated experience leading cross-functional growth initiatives and new product development through structured stage-gate or readiness processes, from concept to launch
Able to coordinate technical, regulatory, and marketing workstreams, manage handovers, and maintain programme-level visibility of actions, risks, and dependencies
Familiarity with reformulation and nutrition-profile improvement projects an advantage
Proven ability to influence and partner across matrix organisation
Experience working with Sales, R&D, Technical Service, Platforms, CoEs, Business Development, Regulatory, and Quality teams
Builds trust quickly across diverse stakeholder groups
Comfortable acting as liaison between regional and global teams

Skills

Market Intelligence
Strategic Thinking
Market Segmentation
Opportunity Assessment
Customer Innovation Processes
B2B Buying Behaviours
R&D Engagement
Food Science
Ingredient Functionality
Application Development
Value Proposition Development
Solutions Selling
Sales Enablement
Consultative Selling
Trade Show Management
Event Management
Project Management
Agile Execution
Growth Initiative Leadership
New Product Development Leadership
Cross-Functional Collaboration
Stakeholder Management
Budget Management
Performance Reporting

Location

European markets

Work Type

Full-time

Experience Level

Senior

Benefits

Bonus scheme
16-week Equal Parental Leave
Mental health & well-being support
Flexible working policy
Competitive salary
Discretionary annual bonus
Excellent employer pension contribution
Personal private medical insurance
Life assurance

About the Company

Tate and Lyle is a successful organisation with a clear purpose, ambition, strategy, and strong expert talent, solely focused on achieving its’ ambition as a world class ingredients solutions provider.
We have expanded our plant-based footprint beyond corn into tapioca, stevia leaf, chickpea protein and soluble fibre to explore wider platforms for achieving our ambition.
Achieving this ambition will require; development of new capabilities, reallocation of resources and investment to become a leaner, more agile company, leveraging latest technology, process insight and ways of working.
With 165 years of ingredient innovation, Tate & Lyle helps food and beverage brands grow by winning on taste, nutrition and performance.
The company’s ingredients power products consumed by millions every day, delivering value in 120 markets.
Tate & Lyle combines leading expertise in sweetening, mouthfeel and fortification to reduce sugar, calories and fat, add fibre and protein, and optimise texture and stability across beverages, dairy, bakery, snacks, soups, sauces and dressings.
With approximately 5,000 experts across around 75 locations in 38 countries, Tate & Lyle partners globally to solve challenges, accelerate launches and deliver commercial advantage, guided by its brand promise: Science, Solutions, Society worldwide.
For more information, please visit www.tateandlyle.com or follow Tate & Lyle on LinkedIn, X (Twitter), Facebook or YouTube

Equal Opportunity

Tate & Lyle is an equal opportunity employer, committed to the strength of an inclusive workforce.