• Responsible for expanding GMG FMCG business. This includes launching new brand opportunities, growing brand performance and brand equity and share by activating distinctive consumer insights
• Accountable for knowing the brand’s consumer deeply in order to create engaging brand experiences
• Lead a brand’s consumer launch strategy, planning and oversees execution of an end to end launch strategy
• Defines a brand’s innovation and renovation strategy and delivers profitable long-term growth in collaboration with sales, operations, product development and finance
• Responsible for the brand’s annual plan consistent with the 3-year plan including alignment and articulation of brand’s strategies and tactics to deliver annual and long-term objectives.

Insights

• Develop a deep understanding of the demographics, psychographics, and behavioral drivers of the brand’s consumer
• Understand, validate and/or develop the consumer’s hidden universal truths to drive relevant communications and innovation
• Identify and understand what the brand stands for in the hearts and minds of consumers including brand identity, essence, vision, mission and core values to drive relevant communications and innovation.
• Identify and address knowledge gaps in consumer, brand, product, business and marketplace in order to build a learning plan Consumer Communication
• Develop a creative territory that brings the brand to life and enables effective consumer communication
• Identify optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive

Consumer Communication

• Develop a creative territory that brings the brand to life and enables effective consumer communication
• Identify optimal engagement strategy and campaign structure to reach consumers when and where they are most receptive

Innovation & Renovation

• Within the context of the business strategy, identify the brand’s unique approach and the consumer benefits it delivers in order to define it’s the brand’s innovation strategy
• Explore and incorporate new approaches to brand innovation in the brand’s innovation strategy including new business models, distribution strategies, licensing agreements and strategic partnerships
• In collaboration with cross-functional and external experts, generate innovation ideas then select winning opportunities to pursue for brand innovation and renovation.
• Lead commercialization and build business plan for new product opportunities in collaboration with sales, operations, product development and finance.

Planning

• Develop and sell-in an annual plan to closely align the efforts of Marketing and Sales to generate optimal demand for the brand
• Use ongoing analysis and other methodologies/tactics to mobilize “real time” adaptations to brand plans
• Create the annual communications plan including recommended touchpoint plan activation/implementation plan, stewardship and measurement
• Support a 3-year consumer centric brand plan to drive and/or sustain long-term brand health including equity, awareness and engagement

Talent Management

• Leads by example to motivate and inspire direct reports and cross-functional teams supporting the brand to exceed high performance targets
• Actively communicate expectations and provide regular feedback against those expectations through a robust performance management process, working with each team member to evaluate performance, provide feedback and training.
• Work with direct reports to build appropriate development plans and coach team to ensure that the training activities achieve mutual, agreed upon objectives
• Participate in talent recruitment and selection to staff the organizations with the best people for current jobs, as well as future leadership, promoting workforce diversity