Ice Cream Asia Regional Marketing Cornetto Lead

BUSINESS CONTEXT AND MAIN PURPOSE OF THE JOB

This role will lead the business for Cornetto brand in Asia, with an aggressive agenda for growth. It will be responsible to develop the growth strategy for each one of the scale markets across Asia, including innovation funnel and communication assets development.

We need a passionate brand crafter, 7+ years experience developing brand mixes and communication, with prior multi-country management in Food&Refreshment in Asia, ideally in South East Asia. It would be a plus for the candidate to have experience in Ice Cream.

KEY RESPONSIBILITIES

• Development of the innovation strategy and roadmap with adequate funnel sufficiency to support the brand’s growth ambition. OTIF delivery of key innovation projects, including new product development, pack design and competitive claims via effectively partner with global and regional cross functional teams to ensure successful and OTIF project delivery.
• Collaborate with agency partners to craft winning communication with best-in-class assets, especially digital & content strategies, for the brand to win in the must conquer platforms to reach and engage consumers.
• Closely partner with other in-market country team to ensure we land the right mixes that are relevant to local consumers and drive value for customers, meanwhile to facilitate selection and roll out of best mixes for Asia.
• Recommend adequate media support & business models in collaboration with the country marketing team, media team and media agency.
• Understand brand performance, challenges and opportunities in each of the markets to tailor the mix / activity plan and strategy to win.
• Support Asia CMO to drive cross brand strategy to win with our multi-brand portfolio.
• Accelerate strong synergy of project delivery and way of working across Asia BU.
• Lead, develop and coach team members.

WHAT YOU’LL NEED TO SUCCEED

• Previous experience in Brand Mix Development is essential
• Proven track record in crafting Innovations, communications & brand engagement as well as previous experience in Food&Refreshment, especially Ice Cream, is preferrable.
• Lead interdisciplinary teams across functions: CMI to maximize consumer impact, Supply Chain to expedite capabilities and maximize efficiency, Claims & Legal to develop and support superiority claims, Finance to build profitable business cases, Packaging and Creative agencies.
• Ability to make things happen at the fast pace of Asia markets, from early signals, trends to product in market.
• Inspire, energize and develop your reports, other functional reports and project teams.
• Ability to work as part of virtual teams overcoming the geographical and cultural differences with the key markets of focus. Ability to work independently, no collocated with one manager.
• Appreciation for local culture, ability to spot & leverage on market, social and cultural changes.
• Demonstrable skills and/or inclination in the following areas:
  • Consumer love – ability to immerse in the lives of our consumers and shoppers, understanding their pain points, needs and desires, what delights them so as to craft most relevant innovations and coms.
  • Analytical Power: ability to transform data and consumer insights into brand growth opportunities & excellent at using data to make informed decisions and recommendations.
  • Entrepreneurial mindset and bias for action – independent, self-starter who is not taking things for granted and challenges the status quo when it gets in the way, applying critical thinking and creativity to problem solving. High change agility and adaptability to respond to changing market dynamics.
  • Excellent interpersonal & Influencing skills: build effective relationships with partners based in different countries; being comfortable working with senior stakeholders and able to influence them.
  • Team leadership – driving psychological safety, creating an environment where everybody can express their ideas and different views are respected. Be a talent magnet and a leader who develops strong well-knit teams.
  • Communication/leadership skills – leading & galvanizing external partners, cross functional & local teams.
  • Eye for beauty: attention to details and consistently delivers high-quality work.
  • Passion for growth and high performance – putting great care and rigor into what we do, being accountable for and taking pride of our work.
• Fluent in English language, both speaking and writing.

DESIRABLE:

• 7+ years of experience in Global, regional & local marketing roles, South East Asia is preferred
• Experience in Food&Refreshment
• Experience in digital marketing
• Right to work in Bangkok, Thailand

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