Define and guide the zone’s brand strategy consistent with the international brand positioning and the zone’s priorities; contribute to continued growth for the brand and the consumer relationship by driving the brand portfolio development.
- Define the zone’s strategic directions and the 3-year marketing plan, guide portfolio priorities (new launches, pillar products’ renewal and animation of core catalogue)
- Collect, analyse consumer and market insights, share findings with the DMI to ensure the consistency of new developments with the countries’ needs
- Challenge the DMI on projects and marketing mix (IMC/360/Digital/Retail) to ensure that the international marketing plan responds to the local market and consumer needs
- Animate the countries and Assist them to create the right angle of attack locally to build integrated, engaging consumer brand experiences
- Assist countries to animate pillar products and to monitor core catalogue
- Develop local marketing teams and the marketing expertise within the countries, in particular by sharing zone and country best practices
- Define clear messages to present to top management and accompany the local marketing teams in the preparation of meetings
- Build, develop and manage your team Specific to selective divisions: - Own the brand patrimony, guarantee the brand identity: ensure that all actions are in line with the sense of purpose while nourishing the brand
- Influence the B-to-B strategy working hand-in-hand with the retail and education team
- Ensure compliance of marketing materials (artwork, imagery, digital, point of sales, education materials) and proper implementation of retail recommendations
- Provide support for local adaptation of communication material (artwork, advertising material)
- Influence media and promotional plans, steer market research plans
