Meaningful Work From Day One
The Head of Marketing is a strategic senior role within the organization, reporting to the Marketing Director DGE&Iberia and to the Country Manager Iberia. This role will be part of the Spanish Leadership team.
The role will ensure the team builds relevant portfolio & brand strategies, develops and implements effective programs at local level that align with Global Brand strategies and deliver profitable growth to targeted brands and channels.
The main purpose of the role is to coordinate and align strategic brand marketing and trade marketing within the organization, especially outwards sales.
The head of Marketing is a champion of people and is focused on building marketing capability and ensuring a strong talent bench and succession plan.
The role works closely with Sales & Finance, acting as a bridge between the functions to action brand strategies in a way that enables efficient sales execution and drives profitable growth of prioritized brands in targeted markets, channels and key accounts.
As such, the role plays a key part in the long term strategic plan development, annual business planning process from brand planning to channel planning, inputting to growth and program plans and then ensuring a coherent approach and deployment in the market.
This role is one of the key roles in the Spanish Executive Leadership team and one of the responsible to build our long term strategy, plan and vision.
What You Will Do in This Role
Planning and Program Development
Co-leads strategic development with the primary focus on portfolio strategy and long-term brand priorities
Co-leads the planning cycle (S&I), coordinates and align marketing and trade marketing strategies while leading the marketing planning process, aligns local team on global frameworks (HBG, BFWBB)
Responsible for creating yearly brand and trade marketing plans for the Iberian markets in line with strategic brand priorities and channel strategies.
Define portfolio strategies and priorities in cooperation with Country Manager and Marketing Director DGE & Iberia
Provides analysis and insights on business and consumer to nurture growth strategy
Identifies new opportunities/ solutions at local level with Sales to grow brands & business
Pilot launches and introduction (strategy, implementation)
Provides the direction and methodology for identifying key brand, market, and account and opportunities.
Leads the development of strategic program plans to achieve superior results in engaging our Legal Drinking Age (LDA) consumers on behalf of our brands.
Manages the timing and detail communications to Sales to enable effective programming and planning.
Provides direct leadership and talent development to the Iberian marketing & trade marketing teams (including Brand business Insights and Integrated marketing communications specialists).
As a part of Leadership team contributes to the cluster people and structural organizational development
Budgeting and performance monitoring
Oversees area A&P budget to ensure effective budget management and that all resources are effectively used to drive optimal results achieving profitable growth.
Contribute to the allocation A&P ATL & BTL according to the strategies defined in the plan to appropriately support brand, market and key account priorities in a way that optimizes ROI.
Ensures compliance to financial procedures and timelines.
Contribute to the development and compliance management all KPI linked the trade marketing & marketing activities.
Program Development and Execution:
Co-leads the development and communication of the annual marketing and commercial calendar.
Works very closely to sales in order to assess and align about which are the key growth drivers by brand at the point of consumption (sales) and allocate resources accordingly with brand strategy and these growth drivers.
Responsible for managing the relationship with external parties (ATL / BTL agencies), overseeing and assisting the team in briefing external agencies and suppliers on marketing activities for implementation and execution of different activities.
Ensures that programs are executed as planned.
Acts as the primary reference point to resolve issues/ problems escalated from the team to ensure proper execution, etc and to ensure transparency in budget allocation with Sales.
Performs field and recurring way to get first hand insights on promos execution results and on the different outlets and locations, identifying issues and opportunities and to be constantly aware of competitive activities
Leads local BBI specialist developing necessary capabilities within the team
Contributes to the development of methodologies and reports to effectively analyze results and performance against KPIs.
Leads and contribute to outlet segmentation analysis, supported by analytical departments and the team.
Ensure the team uses the most effective tools/ databases available, links with DGE & European BBI teams when if necessary.
Relation with key customers:
Attend top-to-top meetings with key customers and key distributors to share category/consumer/shopper knowledge & insights to optimize collaborative working relationships and capture feedback.
Influence relationships with key customers presenting brand plans, selling stories and market data relevant for them.
We Are Looking For People Who
Our key goal is to grow double digit in the Region for the next years to be a higher contributor to European growth.
Provides the planning and leadership to his/her department by ensuring that the appropriate structures, systems, competencies and values are developed in order to meet and exceed the goals of the brand plans.
Assume overall responsibility for developing the annual Marketing plan for the organization; for strategic market planning; market research programs; field force activities, and control of the marketing and trade marketing budget.
Prepare Marketing and trade marketing plans for BF portfolio in cooperation with senior management; establish a system of reports and communications for all information from the his/her team to the sales team and for feedback and request from the sales team.
Ensure that the systems are in place whereby all Sales and Marketing & TM staff including representatives are familiar with the brands and behaviors of the company.
Organize Marketing & TM strategy meetings on a regular basis whereby the strategy and promotion programs are reviewed.
What Makes You Unique
Bachelor’s degree in Marketing, Business, Sales or other related field
At least ten (10) years commercial experience (marketing, sales or trade marketing) of which:
At least 5 years to include people management responsibilities
At least 7 years Marketing/Trade marketing experience
Fluent in English and Spanish, both speaking and writing, is a must.
IT literate (good knowledge in MS Excel, Financial / ERP System – SAP or similar)
Relevant experience in FMCG; experience in the Spirits/Beverage industry is a strong plus
International market experience is preferred
Able to “mine data and provide strategic recommendations based on data insights”
Strong proven project management skills
Excellent presentation and influencing skills
Strong team-player, adaptable to fast growing, changing environment
Pragmatic/hands on approach/proactive
Strong interpersonal, communication and leadership to effectively drive budget allocations against business needs and able to influence others.
Able to work with multiple departments
Ability to travel extensively across the region up to 30% of the time.
Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
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