CAREERS TO SMILE ABOUT

Join LAB North and be at the forefront of shaping the future of the Hydration segment—one of our fastest-growing and most profitable business areas. In this high-impact role, you won’t just contribute to our ambitious double-digit growth targets; you’ll chart the course for expansion across multiple countries and brands, directly influencing market trends and consumer behaviors. This is your opportunity to drive breakthrough initiatives and build lasting brand equity.

Focusing primarily on Hydration brands, this role will lead the development of growth and expansion strategies across LAB North region. It will act as a regional brand steward and will partner closely with global and local cross-functional partners such as insights, PR, legal, commercialization and design as well as external multi-disciplinary agency partners to develop and execute short & long term strategies, consumer engagement plans and innovation platforms. These strategies and tactics must increase our position while delivering sustainable profitable topline and brand equity growth thru building preferred, differentiated and relevant brands to build and expand this business and aim towards business targets by working close to CBC, local bottler.

THE OPPORTUNITY

• Develop & execute marketing initiatives, according to Marketing Calendar, from strategic discussion & development, all the way to communication (Thematic campaigns, grassroots, promotions…)
• Liaise with LAB category lead and MU on tailoring: a) international and regional campaigns to assure local relevance b) Best practice sharing for bottlers and support the front – line in transfer.
• Lead & support the strategic discussion around brand roles and AOP brand priorities.

THE IMPACT

• Develops & leads the deployment and implementation of brand plans within the framework of AOP, in order to deliver annual category targets including brand equity, share, volume, revenue.
• Aligns with team and BU GM in key business changes during AOP time frame: Key launches delay/ cancellations, A&M trade-offs, consumer pricing needs, major supply / resource trade-offs.
• Presents and agrees on marketing plans and calendars for brands
• Drives A&M optimization.
• Leads and owns the strategic discussions & agenda around innovation (product, package, etc. manufacturing)
• Tailors global innovation; both product and key launch programs.
• Governs refresh innovation for maximum leverage of resources and impact.
• Establishes clear governance process for prioritization of innovation across markets and in each market.
• Tailors global brand communication and activation programs, developing clear toolkits
• Develops a ‘Master’ calendar for the category to be leveraged by markets.
• Builds relationships with strategic customers to maximize the organization’s business interests.
• Identifies, coordinate, and disseminate cross-country (+ Global) learnings / best practices.
• Center of knowledge for Energy category.
• Leads the brand portfolio strategy and specifically all aspects of its brand strategy including positioning, guardrails, brand architecture, visual identity and communication big Idea.
• Ensures strategic and executional alignment of brand marketing initiatives creating synergies within LAB, GBG and other global centers of excellence ensuring crosspollination of best practices.
• Proposes and negotiate with Marketing Team initiatives according to local consumer/trade needs and then negotiate with Bottlers the execution as local tactics deployed through the year.
• Supports Bottler relationships together with Franchise Director in all issues concerning the implementation of the marketing agenda for all the brands.
• Supports channels relationships together with Franchise Director in all issues concerning the implementation of the marketing agenda
• Supports alignment of brand marketing strategies
• Evaluates consumer research, market conditions and needs, competitor data and incorporate insights and findings into the brand strategies during AOP process.
• Supports development and alignment with Franchise specific brand initiatives, optimal investments, media plans and execution guidelines for key brands and key countries during AOP process.
• Frequent contact with the agencies. Agency Management: Manage complex project components. Evaluate agency resources / capabilities, identify current and future gaps (resources and processes), and coach the agency to meet the brand's needs – ALL according to brand/category needs
• Supports the flawless execution of marketing programs. This requires coordination and communication with Marketing Manager, Franchise, Sales force, Finance, Bottler and advertising agency to implement plans and to resolve operational problems.
• Supports adaptation of marketing best practices from LAB
• Advises and support coordination of market research to meet market requirements for current and future products, and evaluation of initiatives to guide brand strategy.
• Supports A&M unilateral brand budget management and keeps close track for these expenses.
• Develops and Track A&M trade spending and execution across key customers/bottlers
• Manages marketing spend and align execution with Bottler/Distributors and Franchises
• Performs trade visits to understand customers, consumer and partners’ needs, to incorporate insights into brand strategies and initiatives and meet with local team to review executed initiatives and discuss BOY.
• Analyzes market and consumer research information (CTS, Retail data, Sales, AC Nielsen, etc.), leading to actionable business growth opportunities.
• Coordinates post-evaluation of marketing events through analysis of consumer and consumer data.
• Responsible for supporting Marketing Manager in the achievement of the annual operating plan for the brands involved; major responsibility is in securing flawless.
• Performs trade visits in key countries to understand customers, consumer and partners’ needs, to incorporate insights into brand strategies and initiatives.
• Actively participate in Monthly, Quarterly and Yearly internal (BU & MU) and external (Bottler/Distributor/Retailer) business reviews supporting Regional Director.
• Ensures development and deployment of best practice tools for bottler and distributors