Key Responsibilities
Regional Brand Leadership
- Own and drive regional brand strategies aligned with company vision and growth objectives.
- Translate global/regional brand strategies into locally relevant market plans.
- Lead portfolio performance reviews and recommend corrective actions.
Stakeholder Management & Influence
- Act as the primary marketing partner to Sales, Finance, Supply Chain, and Senior Leadership across regions.
- Build strong, trusted relationships with local market teams, distributors, and prodcution partners.
- Lead alignment across markets in a matrix structure without direct authority.
- Manage senior external stakeholders including creative, media, digital, and research agencies.
- Influence investment decisions through strong business cases and data-driven recommendations.
Consumer & Market Insights
- Champion consumer-centric thinking across all markets.
- Leverage market data, research, and analytics to identify growth opportunities.
- Drive insight-led innovation, renovation, and activation initiatives.
Integrated Marketing Execution
- Lead the development and execution of ATL, BTL, digital, and experiential campaigns.
- Ensure excellence in creative quality, media efficiency, and in-market execution.
- Drive best-practice sharing and capability building across markets.
Commercial & Trade Partnership
- Partner closely with Sales leadership to deliver joint business plans.
- Develop trade marketing strategies that drive distribution, visibility, and conversion.
- Support launches, promotional calendars, and route-to-market initiatives.
Financial & Performance Management
- Own the regional marketing budget and ensure disciplined investment management.
- Track performance, evaluate ROI, and optimize spend across markets.
- Prepare high-quality reviews, dashboards, and presentations for executive leadership.
Requirements :
Experience & Background
- Bachelor's degree in Marketing, Business, or related field (MBA preferred).
- 7–10+ years of progressive marketing experience within top-tier FMCG companies.
- Strong experience managing regional or multi-country portfolios.
- Exposure to emerging and African markets is highly desirable.
- Beverage category experience is a strong plus.
Capabilities & Competencies
- Proven ability to lead through influence in complex, matrix organizations.
- Strong stakeholder management and relationship-building at senior levels.
- Strategic thinker with strong execution discipline.
- Highly analytical with strong business acumen.
- Excellent communication, storytelling, and presentation skills.
- Comfortable operating in fast-paced, performance-driven environments.
Key Performance indicators
- Brand Health: Awareness, consideration, trial, and brand equity scores.
- Market Performance: Volume growth, value growth, and market share vs. competition.
- Execution Excellence: On-time, in-full delivery of campaigns and launches.
- ROI & Efficiency: Marketing spend effectiveness and media ROI.
- Stakeholder Effectiveness: Quality of cross-functional collaboration and market alignment.
- Innovation & Growth: Successful launches, renovations, and activation impact.
