Steve Pore is Regional Marketing Director, Asia Pacific, Middle East and Africa (APMEA) at BAT. He is an outstanding individual with a brilliant career that has taken him from the breathtaking landscapes of New Zealand to bustling metropolises around the world. However, this is not just a standard corporate fairy tale; this is the story of a world maestro who unleashes the immense potential of Bangladesh and its youth. In a sit-down with him, we explored Steve’s exceptional career, international exposure, understanding of Bangladesh’s potential and the growing prowess of its youth.
Since this is your first visit to Bangladesh, how do you see Bangladesh so far?
It’s everything I imagined. I am impressed by their warmth and hospitality, their local cuisine and their handmade products, which are so delicate and wonderful. These delicacies have enriched the cultural heritage of Bangladesh. Having heard about this heritage for a long time, I always wanted to visit Bangladesh at least for a while, and fortunately my current position has given me the opportunity to do so. The energy and traffic was chaotic and noisy, and it was clear that Bangladesh was on a faster track of development.
Given the impressive growth and resilience of Bangladesh’s economy over the years, what do you think of its path to becoming a developed nation?
Bangladesh’s economy has demonstrated remarkable resilience, demonstrating the country’s commitment to good governance and strategic policies. Investments in critical infrastructure such as electricity have played an important role in increasing productivity and contributing to the country’s growth. The garment industry has been a cornerstone of Bangladesh’s economic success, thriving despite global economic pressures. This growth trajectory has put Bangladesh on the cusp of accelerated progress, similar to other dynamic economies such as the BRIC or MINT countries of the past.
You have had a brilliant career over the years. Can you tell us more about your journey?
I have been with the company for 28 years and 11 months, although it seems like only yesterday. And I started as a graduate in my home country, New Zealand. After spending a year and a half in my country, I got the opportunity to go abroad, which was quite rare at that time, to become the Head of Trade Marketing in Myanmar and spent two years there. Away from my family and leaving them in New Zealand, I went to a completely different place. My experience there was difficult because of the stark cultural and environmental differences between Myanmar and New Zealand. This is where I first learned about Asian culture and people.
I then spent four and a half years in Malaysia doing a lot of brand development work. After that my travel took a break from Asia and I went to Australia and spent two and a half years there developing my marketing skills. Then I took another big step, I went and worked in Nigeria for four and a half years in a brand sales strategy role. There, I got the opportunity to work and learn about the people of Africa and their rich and diverse culture, as well as their norms.
I then went to London where I managed brand development initiatives for a global brand and just a year later I moved to Russia where I was brand manager in Russia for three years. In 2014 I came back to Nigeria again and managed 23 countries in West Africa and spent over 2 years as Regional Marketing Director.
Then I moved to Indonesia, where I was first the Marketing Director and then the Area Director of General Business in Indonesia. Then back in London as Regional Marketing Director for the Americas and Sub-Saharan Africa (AmSSA). I am now back in Singapore with a much broader mandate as the Regional Marketing Director for Asia Pacific, Middle East and Africa (APMEA).
This is a summary of my career. As you can see, I quickly progressed through various positions in several countries, moving from territory management to regional management. This journey has taken me to Myanmar, Malaysia, Australia, Nigeria, Indonesia, England, Russia and now Singapore, observing a vast region.
With your international exposure, what critical positions have you learned from working in so many countries?
Marketing is about empathizing with consumers and understanding their needs, regardless of culture or country. Consumers are consumers, but the influence of culture is significant and a deep understanding of the local culture is essential. I embedded myself in the local culture wherever I worked, spending time with the locals to better understand consumers and people. Understanding others’ perspectives allows me to adjust my approach to guidance and feedback, creating a supportive work environment.
Bangladesh has been blessed with one of the world’s largest youth populations. What are your thoughts on making these youth a critical asset to the Bangladesh economy?
Undoubtedly, the abundance of young talent in Bangladesh is a boon for the nation and its future development. The RMG sector and skilled migrants are the two economic pillars of Bangladesh. Currently, an estimated ten million Bangladeshis work abroad, adding to the country’s GDP. Most of these migrants are young people, and they work their way up from the bottom in various industries in many countries. The government of Bangladesh is doing a great job of developing people’s skills and gender equality by empowering women. The government can turn this youth population into a demographic dividend by encouraging STEM (Science, Technology, Engineering and Mathematics) education.
I have close links with many top talents from BAT Bangladesh who are working in other BAT markets. They demonstrate a strong work ethic, creativity and willingness to embrace new ideas and technologies. Currently, more than 50 Bangladeshi talents are working globally in middle and senior positions. They make a significant contribution, and gaining outside experience and engaging with different perspectives will only enhance their potential to contribute to the economy.
What advice would you give to those preparing to enter the job market and how they can build a career at BAT?
Young people should focus on continuing education, training and hands-on experience through programs like Battle of Minds. At BAT, we believe that any company can gain a competitive advantage by attracting the highest number of bright and talented people in the country. Our goal is to develop the most capable leaders for the next generation through Battle of Minds, attract future-fit talent through exciting EVP, and provide advanced talent acquisition tools for young up-and-comers to further strengthen their repertoire. Since 2004, we have offered the opportunity to hone leadership skills through Battle of Minds. This talent search program initiated by BAT Bangladesh is currently introduced worldwide by BAT.
This year, Battle of Minds celebrates its 20th year of legacy, where thousands of young talents participate every year to showcase their skills in innovation and strategy. For this reason, Battle of Minds has become one of the most prestigious venues for talent in the country. Participants in this program have been intensively groomed for seasons, found employment and excelled in the corporate and development sectors, including prominent FMCG businesses, banks and telecommunications. BAT Bangladesh is proud to employ more than 150 talents who have emerged as a result of Battle of Minds. Participating in such initiatives can help shape concepts, expand networks and build a development roadmap.
The technology industry is at its peak right now, and today’s marketing world is more artificial intelligence (AI) driven than in the past. In your opinion, are there any particular skills that can be critical to success in the ever-evolving world of marketing, especially consumer marketing?
Data and analytics skills are becoming critical in a data-driven organization. Understanding consumer behavior, consumer experience and how consumers accept products will be essential in marketing decisions. In addition, consumer mindset and understanding of human behavior will be useful in marketing roles. Technology allows us to do many things at the same time because we need to reach consumers in different ways so that they can get the information and direction they need to make decisions, not only from a consumer perspective, but also from a retail perspective. 3-4 years ago I did a program in addition to work at Kellogg’s Northwestern University in the US to study digital marketing, artificial intelligence, automation and analytics, just to understand how things have changed and what the implications could be for our business.
Do you have any final advice for up-and-coming national talent looking to pursue a career in marketing, particularly at BAT?
My advice to young people would be to prioritize personal growth and stay committed to your studies. At BAT, we foster personal growth and encourage employees to take ownership of their careers. Communicating your desires is essential to developing a plan that aligns your personal and professional aspirations over time.