Regional Head of Marketing

This is an individual contributor role that delivers brand strategies to our Asia markets, enabling them to implement their brand plans locally. Set the brand strategies ensuring maximum penetration at optimum margins. Lead the brand innovation pipeline with cross-functional teams to develop and implement annual 12-month and 36-month planning roadmaps. This includes establishing pipeline value and delivering plans to achieve targets. Build and drive brand strategies, establishing tasks with local markets to drive recruitment, penetration of new users, and user retention. Build actionable business outcomes in AOP planning with markets using data insights by continuously monitoring competition, category data analysis, customer research, market trends, and latest technologies. Responsible for price governance of the brand and portfolio: determine price positioning (partitioning and indexing)/architecture together with Regional Sales and Category Insights lead. Articulate and deploy master brand strategy and visual identity, in line with global guidelines, ensuring consistent brand building within the ASIA region. Govern and steer leadership in brands in the respective local market, including portfolio management, pricing, and marketing executions to achieve performance metrics like salience, awareness, and consideration. Responsible for effective delivery of marketing activities within the agreed budget, brand guidelines (80/20), and clear measurement plans to track business performance (topline target, market share, etc.) and drive ROI. Responsible for developing a concise regional marketing campaign brief, communication concept, and align outputs with local markets to meet intended local/regional marketing and business objectives. Lead/support translating growth opportunities into clear and concise project briefs and drive project ownership in the gates (I4G/A4E). Demonstrate project leadership in seeing concepts (strategy) into action (on shelves) for multi-market projects. Project management includes steering discussions: Develop portfolio review and pricing. Manage project development with cross-functional teams to set expected timelines and relentlessly steer towards delivery. May also be responsible for timeline management for identified commercial projects. Work with local markets and align with brand priorities, including PPA. Ensure alignment of local teams with the category strategy by intensively monitoring local portfolios and reviewing the local competitive environment. Contribute to a winning sales and marketing team culture with strong collaboration and a growth mindset. Foster strong external/internal relationships and trust through concise briefs and regular feedback (for regional projects and local campaigns as aligned in the CBM ways of working). Proactive collaboration and joint KPIs with local and cross-functional teams. Enhance best practices of lead countries by leading discussions, directing, evaluating, and enabling global roll-out of these best practices. Lead preparation of presentations and relevant reports. Exemplify the attitude to be the best-in-class coffee and tea company for the respective brands. Qualifications Minimum of 10 years of marketing experience, including at least 3 years in a local operational marketing role. Preferred experience in the FMCG or beverage industry. At least 3 years of strong NPD project management experience. Experience in brand/product marketing in SEA markets/Greater China. Strong marketing fundamentals with a proven track record in driving marketing and digital performance. Solid analytical skills and exposure to consumer research. Proven ability to initiate and drive change successfully in previous roles. Entrepreneurial spirit and willingness to be hands-on. Ability to navigate complexities and multitask in a fast-paced environment. Proven collaborative cross-functional relationships; strong communicator. Results-oriented mindset. #J-18808-Ljbffr