Senior Marketing Director

3 weeks ago

Chatswood, Australia PepsiCo Full time

Overview

This role leads the ANZ Foods Marketing team, building a consumer centric organisation focused on consumer fuelled growth. The team has been on a significant transformation journey in the last few years, focusing on brand building, new content models, new agency models, and a data driven approach.

Going forward, this role will continue to deliver significant transformation, and lead the team to deliver evolved creative and content models, impactfully use audience insights, spearhead personalisation at scale through leveraging a data led strategy, and continue to build and foster strong agency partnerships

Responsibilities

Category Strategy  

  • Lead portfolio decisions for ANZ Foods BU & build strategies to improve category performance (Volume, Share, Revenue and profit growth)
  • Lead development of marketing and brand plans & develop Brand guardrails, leading to long term brand equity 
  • Lead global brand plans within the BU 
  • Manage A&M allocation and tradeoffs
  • Actively engage with key customers; ensuring alignment of consumer brand plans with the customer agenda and joint business plans. Ensure promotional plans meet Brand, Consumer and Customer objectives

Insights  

  • Set agenda for consumer insights activity – synthesize data from multiple sources (Consumer, Company, Competitor, Customer & external)
  • Turn insights into action by creating locally relevant category strategy 

 Innovation & Commercialization  

  • Lead strategy for breakthrough and reframe Innovation to across product, packaging and price
  • Lead stage-gate governance process 
  • Lead CAPEX development via developing compelling business plans to gain senior management approval to invest in capital expenditure for NPD. 
  • Lead global commercialization projects

Advertising & Media  

  • Identify the strategic objective to drive the required communication & media strategies in including digital
  • Manage all aspects of the creative development process to deliver highly effective communication that builds brand equity and drives growth and market share. 
  • Manage execution of media elements that will maximise ROI from media investments
  • Determine appropriate integrated media mix solutions to maximise effective reach
  • Measure and track performance of all communications, promotions and media

Agency & Supplier Management  

  • Develop effective and integrated working relationship with all agencies involved on key brands. (Packaging, Insight, Research, Strategy, Media, Creative, Digital)
  • Manage, align and inspire key marketing agencies to develop consumer preferred and competitively advantaged insights and initiatives.

Building Team Capability 

  • Coach, develop and motivate a team, including direct reports to ensure effective implementation of all key identified marketing initiatives and strategies. 
  • Demonstrate an effective Leadership style that provides clear Strategic Direction and guidance to enable Direct Reports to take responsibility for the ownership of their brands at an implementation level.
  • Effectively cascade and use the key PepsiCo People Development processes and practices to create a motivated and highly competent marketing team 

Qualifications

  • Minimum 10 years sales / marketing experience, preferably within FMCG environment. Ideally, Multi-channel trade experience 
  • Previous sales or category management experience preferable. 
  • Demonstrated proven strategic ability and ability to lead complex cross functional projects is critical. 
  • Strong capability to build and execute strategies that deliver top and bottom line results; P&L decisions. Keeping revenues and cost in balance. Making the tough financial decisions
  • Demonstrated strong people management and in particular ability to influence others to deliver key initiatives
  • Proven experience in delivering effective Innovation / NPD

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