DirecciónWhat makes this a great opportunity?
We have identified the need to create omnichannel experiences and identify the right channels for the right role in our path for premiumization and excellence in execution.
By taking a more holistic approach across channels and merging on-trade / off-trade into one team, we can strengthen our channel strategy and category development agenda;
we will be able to better support and mirror market structures, break down silos across channels, and translate brand strategies and innovation into commercial strategies, enabling value creation.
Reporting to VP of International Sales, the Director of Category Development & Commercial Marketing will put dedicated focus on building the Retail Category and Commercial Marketing capability across the Intl region.
This includes ensuring marketing and commercial planning cycles are integrated, Growth Plans, including innovation, for brands are in a Retail category context and linked to category growth drivers, brand / portfolio opportunities are translated into customer value propositions, channel strategies support our brand building efforts and path to premiumization, shopper programs and solutions are grounded in consumer / shopper insights and outlet standards drive conversion at point of purchase.
This role will partner closely with Brand Houses, Innovation & Marketing Excellence, Intl Commercial Excellence Centre, Commercial Finance while working with Local Commercial & Marketing Directors to further develop the Intl Commercial Marketing community and strengthening our capabilities across Category Development, Channel Marketing and customer, channel executions.
Role Responsibilities
1) Build the Channel Strategy framework and ensure the implementation within the countries in the international region :
- Connect with the brand houses to translate Global category and brand strategies into retailers’ strategies.
- Embed the channel perspective into the Commercial Planning process.
- Work with the local Commercial Marketing and Commercial Excellence Team to develop standardized tools to help them build the channel assessment and channel strategy
- Ensure a common language for outlet segmentation, role of channels and perfect store execution guidelines
- Coordinate the implementation of tools at country level for the 6P’s definition and tracking for all channels (on & off-premise and digital) ensuring regional consistency
- Develop Commercial Marketing thought leadership, best practices sharing and a common language for the region
- Develop Outlet Experience Toolkit delivering a portfolio-wide one-stop-shop of all shopper programs, enabling Commercial Marketing teams to execute omnichannel experiences grounded in shopper / consumer insights across priority channels
- Facilitate a framework for the Global Travel Retail channel within the global planning process
2) Lead the commercial process deployment assist the BU to run the commercial process based on category, channel, customers strategies focusing on gap identification and building plans to deliver the budget goals
3) Support the innovation process Participated in StS process with the Brand Houses to ensure retailer strategy and RGM principles are embedded into the product launches.
4) Implement the Retail Category Development Strategy
- Lead the regional channel / shopper insights agenda, to identify research / data gaps across shopper, retailer, category, channel and work closely with the International and Global Shopper Insights, to facilitate methodologies to close the knowledge gaps.
- Manage Category and Shopper Insights resource and deliver a suite of reports with one source of truth
- Lead the embedding of the BSI (BSI??) Intl Category Development Framework Making Moments across priority markets
- Establish Category Development thought leadership, best practices sharing and common language for the region
- Ensure integration of the retail category strategy workstream into Commercial Planning Calendar
- Support markets in developing growth plans for brands in the context of the retail category and translating opportunities into customer value propositions
- Work with Revenue Management team to integrate Category and Revman workstreams
- Support markets in development of the portfolio strategy, with consideration for the shopper, retail category and customer’s context, liaising with the brand houses for their involvement.
Qualifications
KEY SKILLS & COMPETENCIES :
- Strong Leadership skills
- Ability to work with cross functional teams
- Ability to lead and drive teams across geographies develop a team
- Negotiation and influencing skills
- Category Development / Management
- Strong analytical skills and ability to connect different insight sources
- Commercial / Channel Marketing fundamentals
EXPERIENCE & QUALIFICATIONS :
- 10+ years of experience in Commercial Marketing, category management / development
- Experience in account sales management
- Experience leading and influencing cross-functional team initiatives
- Experience working with Snr leadership
