Tate & Lyle
Senior Customer Growth Marketing Manager, Europe
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About Us
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.
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 (e.g., Dairy, Beverages, Confectionery)
- Customer segments (e.g., Partners, Accelerators)
- Cross-category themes (e.g., affordability, clean label, nutrition)
- Customer-specific programs
The scope is intentionally flexible to respond to evolving customer requirements, market opportunities, and strategic priorities. Success requires:
- Deep customer and market insight
- Ability to create customer-ready value propositions
- Agility in deployment
- Competitive intelligence capabilities
- Solutions selling enablement
- Comfort operating across diverse market maturity levels — from established markets requiring sophisticated technical marketing to emerging markets requiring foundational relationship building
Key Accountabilities
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Develop Market Intelligence and Customer-Ready Value Propositions
- Conduct market and competitive intelligence: track competitor activity; produce quarterly competitive landscape reports with actionable recommendations for positioning and portfolio opportunities
- Monitor emerging consumer trends and translate into actionable insights for Commercial, Technical Service, and Platform teams
- Using customer and market insight, partner with Technical Service, Sales, Platforms and CoEs to define value creation opportunities for regional deployment
- Create value propositions by focus area (category, segment, theme, or customer-specific), positioning Tate & Lyle capabilities against customer challenges, growth opportunities, and local market requirements
- When localising global campaigns or chassis: assess for regional relevance, identify adaptation requirements (regulatory, cultural, application needs, taste preferences), 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 (for example sugar, calorie, salt, and fat reduction, and fibre and protein fortification), translating reformulation and nutrition science into customer-ready propositions
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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; manage programmes end-to-end including project milestones and cross-functional coordination
- Work across Marketing to identify opportunities to communicate value propositions — showing up where key customers are (trade shows, events, workshops, 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: product one-pagers, project briefs, prototypes, application guides, technical documentation, customer presentations, workshop formats, case studies — adapted for regional regulatory environments and local taste preferences
- Take every opportunity to get value propositions into the markets with agility
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Lead and Manage Growth Initiatives and New Product Development
- Act as the marketing lead for assigned growth initiatives, owning their progression through the readiness stages (Explore, Develop, Validate, Activate, Scale) and coordinating the parallel technical and marketing tracks from concept through to commercialisation
- Run day-to-day programme management across multiple initiatives simultaneously: maintain a single, reliable view of actions, owners, due dates, stage status, blockers, and dependencies, and keep momentum across workstreams
- Manage the handover between Science & Innovation, Technical Service, and Marketing, sequencing value proposition development and campaign activation against technical and regulatory readiness
- Partner with NPD, R&D, and Technical Service to take new products from development through to launch, coordinating launch readiness and aligning marketing deliverables to development milestones and gate reviews
- Surface and escalate capacity constraints, risks, and interdependencies to the Regional Marketing Director, giving a clear view of the decisions that sit with leadership
- Report initiative and NPD progress using clear status reporting and defined next steps, maintaining visibility for cross-functional stakeholders and senior leadership
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Build and Deepen Customer Relationships Through Strategic Engagement
- Act as primary marketing interface for selected customer segmentation accounts, building relationships with key stakeholders across R&D, product development, procurement, and technical functions
- Translate Tate & Lyle capabilities into compelling, application-specific value propositions that resonate with both technical and commercial buyers
- Design, coordinate internally, and lead customer co-development workshops and application demonstrations to position Tate & Lyle as trusted solution and innovation partner
- Partner with Commercial teams to understand customer innovation roadmaps, strategic priorities, and pipeline opportunities where Tate & Lyle solutions can accelerate customer success
- Facilitate customer innovation sessions that position Tate & Lyle as strategic partner in product development
- Build thought leadership presence: author content addressing customer challenges, support industry engagement, create educational resources
- Work closely with Business Development to ensure agile, targeted approach to emerging opportunities in foodservice, private label, contract packing, and export markets
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Drive Capability in Solutions Selling Across Commercial Teams
- Enable Commercial teams to sell solutions, not just ingredients: develop sales tools, train on value propositions, provide customer-specific briefings, and support co-selling on strategic opportunities
- Partner with regional sales teams to align messaging, support pipeline acceleration, and develop account/application-specific marketing toolkits for select customer segmentation accounts
- Create sales enablement materials that translate technical capabilities into customer business impact
- Partner with Commercial leadership to embed solutions selling approach in customer conversations — helping sales teams shift from transactional ingredient discussions to strategic innovation partnerships
- Support Commercial teams in identifying customer pain points and matching Tate & Lyle capabilities to customer challenges, coaching on consultative selling and value-based conversations
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Provide Strategic Input and Cross-Functional Coordination
- Serve as liaison in the region, feeding region-specific and application-specific needs (in collaboration with Commercial and Technical Service)
- Conduct market opportunity assessments for new geographies or product categories, supporting business development decisions
- Maintain market intelligence database covering customer landscape, distribution networks, competitor positioning, and regulatory requirements by country
- 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 for design, translation, and digital content production
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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; document what works and share best practices across regional marketing and commercial teams
- 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
Skills and Experience
- Market Intelligence & Strategic Thinking: 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
- Customer & Technical Insight: 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 (taste preferences, regulatory, cultural considerations)
- Value Proposition Development: 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
- Solutions Selling Capability: 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
- Event & Trade Show Management: 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
- Agile Execution & Project Management: 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
- Growth Initiative & NPD Leadership: Demonstrated experience leading cross-functional growth initiatives and new product development through structured stage-gate or readiness
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