Head of Brand & Consumer Marketing

Purpose
- Lead the Country Brand & Consumer Marketing organization in creating and executing consumer marketing and branding strategies, that drive achievement of country business growth and profit objectives, which are aligned
to the overall regional marketing strategy and directions.
- Actively contribute in shaping these regional strategies and the in-market execution of select regional marketing projects/initiatives. Be the Country Brand champion and custodian.
Responsibilities
1. Co-create the regional marketing strategy and plans
+ Actively collaborate with marketing team in the region in shaping and creating the regional marketing strategy and plans
+ Build strong market understanding and develop insights that will serve as strong anchor for regional strategies and plans
+ Bring relevant country information and perspective to the table in all regional strategy and planning discussions
2. Lead the Brand & Consumer Marketing's strategy development and execution at Country level, aligned with overall regional strategies and directions
+ Build strong market and competitive understanding and develop insights that will serve as strong anchor for strategies and plans
+ Lead the development of long-term and medium-term plans and strategies for Brand & Consumer Marketing
+ Collaborate closely with regional marketing team
+ Align with long-term regional and country directions and strategies
+ Identify the resources needed to deliver the plans and objectives
+ Lead the development and implementation of an integrated annual marketing plan. Set challenging yet realistic targets (market share, revenue and brand growth, brand profitability, brand health/equity) and the specific key initiatives to deliver these
+ Shape the annual brand & consumer marketing budget to deliver the plans, ensuring optimal allocation across the key initiatives
+ Organize and track performance targets
+ Conduct monthly operational reviews, and quarterly reviews with key stakeholder at local and regional level. Revise plans and course-correct when necessary
+ Lead the Country PMR
3. Manage the total decorative paints portfolio across various product platforms, and related activities
+ Adapt, manage and drive the portfolio consistent with the regional marketing strategy on brand architecture, brand positioning and pricing architecture, in a manner that is fitting and relevant to the country context
+ Migrate current to future portfolio with minimum disruption to the business
+ Manage the profitability across the portfolio
4. Develop and drive the innovation roadmap (8Q Plan) to ensure healthy pipeline for the portfolio
+ Identify opportunities and gaps in the Portfolio given the market, consumer and competitive dynamics; drive the country innovation agenda to address these
+ Align with regional Innovation roadmap (8 Q Plan) for Premium segment, adapting to country context and dynamics. Drive country-specific innovation for the rest of the portfolio
+ Provide support to related market research activity in the Country
+ Evaluate the business potential of the concept and new product offer
+ Manage each innovation project through the Stage-Gate and Innovation Gate Review processes
+ Manage implications (phase out, new introductions) with minimum disruption
+ Collaborate closely and align with regional marketing and R&D, and country functions
+ Drive long-term marketing forecast, which feeds into the business forecast led by Finance
5. Develop and execute marketing communication and activation platforms, aligned with regional directions
+ Lead the development of an integrated communication plan consistent with regional directions/guidelines
+ Provide support to related market research activity in the Country. Contribute relevant inputs to arrive at final communication / activation directions
+ Evaluate the communication concepts and directions. Use learnings to refine country implementation
+ Collaborate with partner agencies to ensure execution will deliver against the brief
+ Lead/adapt the development and implementation of the Colour strategy to build Dulux Colour leadership, consistent with regional directions
+ Direct the development and implementation of a media strategy to deliver an effective and optimized media plan
+ Build and scale-up capabilities to engage consumers in the digital space
+ Deploy communication materials on-time
+ Monitor and course-correct when necessary
+ Conduct a post-activity review, identifying key learnings. Share learnings with key stakeholders
6. Be the Country brand champion and custodian
+ Direct and monitor the execution of marketing activities in order to maintain the integrity of the brand essence and promise across all touchpoints, eg, above-the-line communication, in the trade/channel, out-of-store activation
+ Cascade brand guidelines and relevant processes to the rest of the organization
+ Review and approve all brand communications, including endorsements (AkzoNobel or brand-related)
7. Build, develop and nurture a strong and highly engaged marketing organization, highly capable and focused on delivering the country growth objectives
+ Set clear and challenging performance targets for Brand & Consumer Marketing team that's aligned with the + Function's objectives. Review performance against targets and align course-correction measures.
+ Identify and define the necessary marketing organization capabilities for achieving the country growth objectives
+ Recruit, assign and retain marketing talent for the relevant jobs in the marketing organization
+ Champion the development and training of the marketing organization in line with the defined key-to-growth capabilities and attitudes
+ Coach and mentor direct reports
+ Track talent development and continuously assess for opportunity areas
+ Identify and nurture high potential talent for future leadership positions
+ Cascade Brand & Consumer Marketing strategies, plans and initiatives to engage other functions in the Country, ensuring alignment and integration
+ Build and implement the infrastructure to support stronger Brand & Consumer Marketing team (market knowledge and insight facilities, Stage gate and IBP processes, clear RACIs for processes, coaching and mentoring)
+ Build strong relationships with external partner agencies to gain partner commitment and preference
8. Lead compliance with Product Stewardship and relevant Sustainability metrics
+ Set and maintain standards per the product specifications, including responding to competitive pressures, eg, benchmarking, and market feedback eg., quality complaints
+ Cascade Product Stewardship policies and guidelines and relevant HSES guidelines; lead and monitor compliance, including submission of reports
+ Collaborate with R&D and ISC to influence Sustainability targets on Eco-premium percentage, reduction on VOC levels and carbon footprint