Role Purpose
Toki Group designs, manufactures and distributes precision automation, industrial equipment and engineering solutions. In our technically complex B2B environment, customers expect marketing content, application guidance and quotations to demonstrate a strong understanding of the equipment, applications and customer requirements.
This role brings Technical Marketing and Inside/Technical Sales under one leader so that a common base of product and application knowledge supports both the content customers see and the commercial responses they receive.
The Manager of Technical Marketing & Inside Sales will build and lead a technically fluent team that generates qualified demand, produces credible technical content, responds quickly and accurately to customer enquiries, and supports the conversion of opportunities in close partnership with Regional Sales, Product Management and the COO.
Product Management remains responsible for product expertise, technical accuracy, supplier knowledge and product positioning. This role is responsible for translating that knowledge effectively into customer-facing marketing, enquiries, quotations and commercial support.
Key Responsibilities
Technical Marketing
- Own marketing strategy and execution across brand, digital channels, campaigns and customer engagement programmes for Toki Group's automation, engineering and industrial product portfolio, including the Hakko and Toki brands.
- Translate approved product, application and technical knowledge into credible, engineering-literate customer-facing content, including product pages, technical articles, case studies, application notes, comparison guides, brochures, specification sheets and sales collateral.
- Manage the Group's website, digital campaigns, SEO/SEM, email marketing and lead-generation programmes.
- Plan and execute exhibitions, seminars, technical workshops, supplier activities and other customer engagement initiatives together with Sales and Product Management.
- Partner closely with Product Management to ensure all customer-facing materials accurately reflect current technical specifications, applications, product positioning and supplier information.
- Direct and develop the Marketing & Content Executive and Marketing Intern.
- Establish a consistent content calendar and marketing workflow that supports priority products, industries, territories and commercial campaigns.
- Track and report on marketing effectiveness, including qualified leads generated, lead-to-opportunity conversion, website and inbound performance, campaign engagement and effectiveness of technical content.
Inside / Technical Sales & Customer Service
- Lead and develop the Inside/Technical Sales team responsible for inbound technical enquiries, quotations, RFQ responses and commercial customer support.
- Ensure quotations and customer responses are fast, accurate, commercially appropriate and technically sound.
- Establish systematic follow-up of quotations, inbound leads, repeat-order opportunities and other commercial enquiries.
- Ensure opportunities are either progressed directly by Inside Sales or handed over promptly to the relevant Regional Sales team based on agreed account and opportunity ownership rules.
- Define clear workflows with Regional Sales Heads for lead qualification, opportunity handover, quotation ownership, follow-up and escalation.
- Set and monitor service standards and KPIs for quotation turnaround time, RFQ accuracy, quotation follow-up and quote-to-order conversion.
- Oversee customer service coordination within the team, including order status updates, documentation requests, routine customer queries and commercial support.
- Work closely with the Regional Sales Heads for Singapore/Malaysia/Batam and Philippines/Thailand so that Inside Sales improves field-sales productivity, customer responsiveness and overall deal velocity.
- Develop the Inside Sales function beyond administrative quotation support towards proactive lead conversion, repeat-order management and structured customer follow-up.
Team, Knowledge & Digital Enablement
- Lead, coach and develop team members across Technical Marketing, Inside Sales and Customer Service.
- Build and maintain a shared product and application knowledge base, in partnership with Product Management, covering product specifications, application notes, quotation guidance, FAQs, case studies and other relevant commercial knowledge.
- Ensure the shared knowledge base can be used consistently by Marketing, Inside Sales and the broader Commercial organisation.
- Drive adoption of CRM, AI and other digital tools to improve content production, enquiry handling, quotation preparation, customer follow-up and overall responsiveness.
- Establish consistent processes, templates, workflows and service standards across the function.
- Identify opportunities to automate repetitive marketing, enquiry-handling and quotation activities while maintaining appropriate technical and commercial controls.
- Recruit, coach and performance-manage team members as the function grows.
Requirements
Education
- Bachelor's degree in Mechanical Engineering, Electrical Engineering, Industrial Engineering, Marketing, Business or a related discipline.
- An engineering background, or demonstrated technical fluency with automation, industrial equipment or engineering products, is strongly preferred.
Experience
- Minimum 2 years of experience in B2B technical marketing, inside sales, technical sales support or a combination of these functions.
- Experience within industrial automation, capital equipment, electronics manufacturing, engineering products or a related technical industry is strongly preferred.
- Demonstrated ability to understand and translate technical specifications, applications and customer requirements into credible customer-facing marketing and commercial material.
- Experience handling or supervising technical quotations, RFQs or customer enquiries.
- Experience working with AI solutions.
- Experience managing and developing a small team, ideally across more than one function, preferred.
Skills & Competencies
- Strong technical comprehension and ability to learn complex products and applications quickly.
- Strong written communication, with the ability to produce clear customer-facing technical content as well as concise internal reporting.
- Commercially minded, with a strong focus on lead conversion, customer responsiveness and sales effectiveness.
- Comfortable using CRM and quotation systems, as well as core digital marketing tools such as SEO/SEM, email marketing, marketing automation and website CMS platforms.
- Comfortable adopting AI and digital tools to improve productivity and commercial processes.
- Strong stakeholder-management skills, with the ability to coordinate effectively across Regional Sales, Product Management, Engineering, Service and senior management.
- Structured and process-oriented, with the ability to establish standards and improve workflows across a growing team.
- Able to balance technical accuracy with speed, commercial practicality and customer responsiveness.
