Title: Head of Marketing Beverages
Location: Central Asia
About the Role
We are partnering with a fastgrowing regional beverages group to hire a Head of Marketing for its carbonated soft drinks portfolio across multiple countries. This is a senior, HQbased position that owns brand strategy and execution for key CSD brands across the cluster, working closely with country business units and senior leadership.
Key Responsibilities
Brand & Category Leadership
- Define the overall brand vision, positioning and architecture for the CSD portfolio across the region.
- Lead development of communication platforms, campaigns and content that build brand equity and preference.
- Own portfolio strategy: hero SKUs, pack/price architecture, and innovation roadmap for the category.
EndtoEnd Marketing Execution
- Translate brand strategies into clear plans across ATL, digital, shopper and onground activation.
- Work with supply chain and commercial teams to ensure availability, consistent quality and timely launches.
- Partner with sales and channel teams to embed brand priorities into distribution, visibility and instore execution.
Investment & Performance Management
- Own the annual marketing budget for the category; allocate spend by market, brand and initiative.
- Set clear objectives and KPIs for all marketing activities; ensure strong discipline on ROI and postcampaign evaluation.
- Regularly review brand and category performance (volume, value, share, profitability) and recommend corrective actions.
CrossCountry & CrossFunctional Leadership
- Provide strategic guidance to local country marketing teams; ensure alignment to cluster brand strategy while allowing smart local adaptation.
- Build effective ways of working and governance routines between HQ and country teams.
- Lead and develop a small central marketing team (brand managers / assistants); coach local marketers on brand building and performance management.
Strategic Projects
- Support longterm category and portfolio planning, including whitespace identification, new consumption occasions and pricing strategy.
- Contribute marketing inputs into business planning, S&OP and strategic reviews with senior management.
Requirement:
- 15+ years of experience in FMCG beverages marketing, with significant time in carbonated drinks / sparkling categories.
- Strong track record of managing major brands, sizeable media and activation budgets, and delivering growth in volume, value and share.
- Experience working across multiple markets or clusters, or strong exposure to leading brands in diverse consumer segments.
- Deep understanding of consumer insights, brand equity drivers, integrated communication and trade marketing.
- High comfort with numbers and P&L levers; able to link marketing decisions to business outcomes and ROI.
- Proven ability to influence and lead in a matrix setup, working with country GMs, sales, finance and supply chain.
- Excellent English communication skills; additional regional languages are an advantage.
- MBA/PG in Marketing or equivalent from a recognised institution preferred.
