Director, Marketing – Fuel

Roles and responsibilities will include:

• Identify, analyze and synthesize multiple sources of information to identify opportunities and recommend the best path forward in the ‘fuel’ consumer need state. This will often require a strong ability to operate independently without a clear ‘playbook’.
• Lead projects to unlock business challenges and opportunities across existing TCCC flavour fuel brands, as business priorities and needs require it.
• You will leverage a strong understanding of developing, fragmented markets to integrate category, consumer and commercial insights to develop a winning plan. An ability to take in a holistic business view (beyond marketing) will be key to success in this highly competitive category and countries.
• Provide thought leadership to develop annual and multi-year brand growth strategies and business plans in Asean & South Pacific (ASP) (including a 24-month calendar) that delivers against overall brand vision, business objectives and financial targets.   
• Inspire, engage & align ASP Operating Unit (OU) senior leadership and local Frontline teams on brand strategy and marketing programs with a strong ability to influence across and upwards with internal stakeholders, external agencies and our bottling partners.
• Adopt a ‘challenger mindset’ by identifying strategic, creative and resourceful ways for your brand/s to successfully enter new or entrenched segments, and champion the re-application/scaling of big successful ideas across countries.
• Drive commercialization of brand positioning, innovation, consumer communications/messaging and shopper marketing by partnering with internal (e.g. R&D, Technical, Frontline marketing) and external (e.g., bottlers, agencies) stakeholders to develop new and/or improved products, packaging and programs to meet consumer needs. You will also make recommendations on the effective allocation of resources to ensure that your projects continue to move forward.
• Provides leadership and direction to the Content and End-to-end (E2E) teams to achieve the business goals. Develop and communicate written briefs for use by agencies or suppliers to direct their work activities in order to generate concepts for effective execution
• Lead research projects and insight development based on both quantitative and qualitative research methods and synthesize the learnings into strategic recommendations to key stakeholders.

Experience required:

8-12 years of experience in brand management and/or marketing in consumer-packaged goods. Experience in beverages or launching brands in new or entrenched segments is ideal.  Bachelor’s degree required.

Work Focus

Ability to develop and articulate multi-year strategic plan and annual business plan for the brand and portfolio within the region.  Develops a holistic picture of where to play, how to win and what is required to deliver these plans including alignment of key stakeholders and making key decisions on resource needs/allocations.

Communication Focus

• Strong and influential communication through clear, concise and powerful storytelling will be key, given that this role frequently communicates with both internal (OU Leadership, Global team, OU Frontline, Commercial, Supply Chain, Technical, Franchise teams) as well as external partners (bottler, agency, supplier)
• Interactions include sharing relevant information on brand business plans, influencing others to take action in support, and negotiating components of said plans in order to enable desired outcomes

Skills

Leadership; Business Planning; Marketing Communications (MarCom); Brand Strategy; Shopper Marketing; Advertising; Innovation; Demand Generation; Competitor Analysis; Marketing Strategies; Product Planning; Waterfall Model; Marketing Mix; Microsoft Office; Long Term Planning; Brand Storytelling; Cross-Functional Integration; Profit and Loss (P&L) Management; Brand Management; Agile; Category Strategy; Business