1. Brand Strategy & Business Growth:

- Develop and execute brand strategies aligned with business objectives and long-term growth priorities.

- Drive brand performance across volume, value, market share, penetration, and consumer preference.

- Own brand-level business plans and contribute to P&L delivery through effective marketing and commercial initiatives.

- Identify market opportunities, consumer insights, and competitive trends to strengthen brand positioning and differentiation.

2. Go-to-Market Strategy & Execution:

- Lead the development and execution of go-to-market strategies across geographies, channels, and brand portfolios.

- Translate brand strategies into actionable market plans in collaboration with sales and other cross-functional teams.

- Ensure consistent brand positioning, communication, and execution excellence across relevant consumer touchpoints.

- Monitor market performance and recommend corrective actions to improve business outcomes.

3. Innovation & New Product Development:

- Drive the innovation pipeline, including opportunity identification, concept development, product launches, and post-launch evaluation.

- Partner with cross-functional stakeholders to develop consumer-relevant propositions that support business growth.

- Track launch performance and identify opportunities to optimise product, pricing, positioning, and market activation strategies.

4. Consumer Engagement & Brand Activation:

- Develop and implement consumer engagement strategies to strengthen brand awareness, consideration, and loyalty.

- Lead integrated brand campaigns and activation initiatives across relevant offline, point-of-sale (POS), and digital channels, in accordance with applicable regulations.

- Leverage consumer insights, market intelligence, and campaign analytics to improve engagement and marketing effectiveness.

5. Marketing Investment & ROI Management:

- Manage marketing budgets and optimise resource allocation across campaigns, activations, and brand-building initiatives.

- Evaluate campaign effectiveness, marketing return on investment (ROI), and business impact.

- Establish relevant performance metrics and use data-driven insights to improve marketing productivity and investment efficiency.

6. Cross-functional Leadership:

- Collaborate closely with sales, trade marketing, consumer insights, finance, supply chain, regulatory, and other relevant stakeholders.

- Lead and influence cross-functional teams to ensure effective implementation of brand strategies and business plans.

- Ensure marketing initiatives comply with applicable industry regulations, internal policies, and brand governance requirements.