Job description
To lead & deliver EER Doritos strategy & activation programs that maximize effectiveness in the marketplace, drive net revenue growth, brand equity and SOM while making optimal use of the A&M resources
- BUSINESS PERFORMANCE: Supports delivering volume, revenue, gross profit, SOM and BPS target
- STRATEGY DEVELOPMENT: Co-leads development of long-term (SBP) and annual (AOP) Doritos strategies and growth programs -Works in partnership with GSG and Turkey BU ('lead market') to design & develop powerful integrated plans and multi-year programs (Innovation + Brand activation) that drive brand NR, equity growth and SOM -Supports Platform Leader in identification and validation for Doritos brand expansion into new markets across EER and works with relevant BUs in developing market entry plans and tracking
- COMMUNICATION/ENGAGEMENT: Co-leads (with platform leader) development of brand communication/engagement programs -Co-leads the strategic thinking on how to converge the Doritos Turkey positioning and comms with Global to drive increased long-term synergy and effectiveness -Champions development of open digital platforms
- ACTIVATION: Leads development of big activation programs (Football, Summer, etc.)
- INNOVATION/RENOVATION: Leads development of innovation/renovations pipeline -Delivers rolling 3-year pipeline of innovation to fuel future growth in line with EER SBP
- CONSUMER INSIGHTS: Determines market research needs
- PEOPLE MANAGEMENT: Manages and develops Doritos EER Brand Manager
- RELATIONSHIP MANAGEMENT: Partners with GSG, BU Doritos marketing and EER TC Platform multifunctional team in brand building and innovation/renovation projects development.
- EXECUTION: Develops and distributes guidelines to ensure consistent execution of EER programs and leverage cross-regional opportunities -Is the responsible for implementing the Doritos Global Brand book & standards and monitors compliance against these (brand stewardship), in both advertising and packaging / brand graphics -Sign-off of all packaging design work for Doritos in EER
- PERFORMANCE TRACKING: Owns and manages Doritos EER KPI scorecard and proposes plans to course correct if needed.
Desired Skills and Experience
- Proven track record of achieving sustainable in-market results and long-term brand equity growth
- Strong functional Marketing expertise with track record of developing & executing big scale communication/engagement and innovations programs
- Experience of developing, qualifying and launching Innovation
- Experience in leading digital activation / engagement programs
- Excellent collaboration & influencing skills that can navigate a cross-functional, cross-geographical matrix organization
- Ideally knowledge & experience of Food categories
- Ideally knowledge & experience in Youth / Teen categories
- Uncovering insights that drive strategies for growth
- Managing creative processes & development of Integrated Marketing Communications
- New product development
- Agencies management, especially with networks of regional/global agencies
- Packaging design development
- Strong strategic thinking and creative skills
- Ideally experienced in developing strong partnerships with multiple senior stakeholders, frequently with competing priorities
- Digitally savvy and experienced in developing digital marketing
- Passionate about brand building and innovation
- Positive, 'can-do' attitude
- Proactive in creatıng and testing out new brand engagement models / ideas
- Strong creative judgement
- Resilience to deal with the inevitable knock-backs that occur in Creative development
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