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Job Description
Key Purpose: This role is responsible for developing and leading brand strategies across equity & innovation as well as aspects of the communication plans. This will require managing cross functional teams and working across agencies to deliver brand growth.
You will be a key member of the Biscuits Marketing Team in the category's journey to growth. The role is responsible for managing the process from identification of innovation opportunity areas to pre-launch of business proposition and leading brand strategy & communication work.
Primary Accountabilities / Responsibilities
- OWN the multiyear innovation & equity strategic growth plan for Biscuits MEA, including demand spaces where to play.
- OWN brand strategy: brand equity, portfolio architecture, brand foundations, creative platform, innovation pipeline
- OWN the development and delivery of the MEA biscuit innovation funnel over a 3 year horizon, including region-wide, major innovation projects, which are either new category / segment entry or major NPD in existing segments.
- Partner with Consumer Insights to deliver innovation / communication testing, measurement and ongoing optimization
- Partner with the BU marketing teams to develop integrated communication plans that are in line with brand strategy and agree regional /country wide innovation plans
- Partner with Acceleration teams to ensure we are delivering consumer propositions in line with category trends.
- Lead the development of regional copy strategy / executions and/or oversee the adaptation across countries.
- Lead innovation projects through the I2M (Innovation development and approval process) process, obtaining necessary approvals at key stages of development to ensure timely & successful delivery.
- Know your markets: Market dynamics, consumer segments, drivers of consumption, key challenges, potential opportunities, competitor overview.
- Support in the strategic and annual business plan process with regards to innovation & equity.
- Partner with regional and global counterparts to fill the innovation funnels identifying new platforms, opportunity areas and product concepts.
- Drive alignment of plans / launches with front line sales & commercial teams
Job Requirements
Knowledge, Skills and Experience Required
Knowledge including: education, qualifications and training
- Ability to manage multiple and diverse stakeholders
- Bachelor degree preferably in Business Administration
Skills/Leadership Competencies
- Understand market dynamics, Identify insight and opportunity
- P&L / Commercial capability
- Communication skills & managing stakeholders
- Self-motivated, resilient & flexible
- Strategic thinking & problem solving
Experience requirement
- Minimum of 8 years work experience in brand management, Innovation management, or equity management is preferred.
- Work experience across FMCG is preferred.
- Good communication and strong people management skills.
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