Head of Marketing Iberia

hace 2 semanas

Barcelona, Barcelona, España Brown-Forman A tiempo completo

CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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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

  • Coleads strategic development with the primary focus on portfolio strategy and longterm brand priorities
  • Coleads 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.
Management

  • 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:

  • Coleads 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

Analytics:

  • 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 seg

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