Organization:
This role is responsible for the creation and execution of world class commercialization plans across all Innovation brands in KBL for beer, spirits and new to world categories. This role will lead a team of 3-5 highly skilled innovations commercialization leads to develop the most efficient and effective Industry leading Shopper Marketing Growth Drivers for new innovations. The growth drivers developed must drive availability (i.e. listing), price effectiveness, grow our share, but also drive equity and penetration growth. The role requires the individual to transform our growth drivers to be ‘channel’ and brand marketing ready. There is a requirement in this role to develop commercial plans that deliver against all aspects of the ‘path to purchase’ and not just at the ‘Moment of choice’
Key outcomes:
Working very closely with Innovations marketing teams, and starting with strong insights, this role leads the creation of high quality and scalable commercial plans for execution. The creation is for beer, spirits and new to world categories.
Delivers Inspiration and Toolkits that are ‘Channel Ready’ and brand marketing ready across countries for Execution
Working with, and managing Agencies to set the highest standards and deliver the very latest and best triple win commercial plans.
Deliver tools that conform to the developed NGM Physical Availability principles, covering the full Path to Purchase, and in accordance with the M&E learnings
This role will also control the flexible resourcing work plan across all Shopper Marketing and Category Asset Creation teams. As part of this the role will take budgetary responsibility for ‘creation’, and the selection of appropriate agencies and the agency model we use
With the change in structure the role and scope of the commercialization team will change and as part of this the incumbent will play a key role in setting out and defining the new responsibilities and ways of working.
Budget Responsible:
The Innovations BTL execution & ‘Create’ budget
The activation money spent on Shopper Marketing/BTL execution.
Top functional capabilities for this role:
Strong Consumer Marketing Experience/skills, and a clear understanding of the Commercial requirements for brilliant execution
People Management & Coaching Expertise
Stakeholder management and influencing at all levels, across Marketing & Country teams, to align on consistent TTL plans executed brilliantly at scale.
Top 3 leadership capabilities for this role:
Consistently Delivering Great Performance through others – ensure join up between the Shopper Team and the Brand Team, and in particular the Category team who will sign off the ‘Channel Readiness’.
Creating the Conditions for people to Succeed – provide context & insight for the team to act on, and for the Countries to execute brilliantly against.
Creating Possibilities – ability to make sure our Shopper Marketing is Industry leading – a benchmark for others. Ability to look beyond the traditional ‘Shopper Marketing’ and understand and develop the tools to win along the Path to Purchase.
What would you need to demonstrate in order to be successful in this role?
Brilliant Consumer Commercialization Skills
Good understanding of retail and customer needs
Fantastic People Management Skills
A track record of Thought Leadership.
What would we expect you to develop in this role?
Wide-ranging influencing skills
Sizeable People and Strategic Leadership
A strong profile within senior circles in the business
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