Overview
Main purpose
This role is one of the key 'Reframe' Innovation roles, expanding our business into the incremental portfolio growth spaces beyond our core business today to reach new cohorts, with new benefits in new occasions.
The role is designed to lead the growth strategy, developing the innovation roadmap with the cross functional team and lead anchor markets, and working E2E with commercial teams to unlock the executional disruption we need in new aisles / GTM.
The role sits in the Europe located above-market Innovation team, reporting to E2E Reframe & WE Lead.
Responsibilities
• Development of 'Accompaniments' portfolio growth strategy, including Brands and markets, to deliver against 3yr+ aggressive growth ambitions
• Learn & iterate the propositions in-market to determine fast fail or scale, & provide clear recommendations & playbooks for scaling & market expansion
• Ensure a sufficient innovation pipeline, incl L&S that is aligned with brand equity built and owned by Brand teams.
• Ensure innovation pipeline is integrated into portfolio planning of IBP process (not currently scoped in process) – and delivered on time so brand teams can build into Brand Growth Strategy
• Develop and maintain pipeline initiative master plan to align and synergize Lead Markets, with the partnership of Commercialisation
• Develop benefit areas and claim spaces with R&D, and Lead Markets to drive longer-term technology platforms
• Identify Lead Market innovation winners and codify success models to share across region
• Monitor and assess competitive innovation launches and conduct yearly competitive review for key stakeholders
• Be a key point of contact for the global innovation team – the taker and translator of ideas in reframe and the giver of needs for future breakthroughs
• Identify and lead key aspects of "what has to be true" to deliver against consumer sweet spots for each proposition eg cost, capex, business model, claims etc
Qualifications
• 8 years + experience in Brand Marketing / Innovation (CPG Industry beneficial)
• Experience of leading marketing role within a startup, or running an incubator/accelerator program within a big corporate – experience with MVP, agile testing & adapts as well as managing a pipeline; ideally experience of "design thinking" approach to innovation
• Experience building marketing strategies – experienced in using a broad range of marketing mix elements, including shopper marketing, digital marketing e.g, media buying/planning & content creation to deliver against brand strategies & drive meaningful growth in brand penetration (ideally from small to medium scale)
• Understand how to evaluate marketing effectiveness – can measure performance & optimise plans / spend accordingly in an agile way, can extract insight/learning from marketing plans
• Consumer insights – comfort with how & when to use standard insights methodologies to highlight opportunities (partnering with Insights), ability to define new & different approaches to gather insights when no traditional models suit
• Strong Collaboration skills – Experience building relationships and influencing in a matrix – demonstrated ability to inspire, engage and influence multiple stakeholders locally, regionally & globally to build strong working relationships and take others with you.
• Champion talent manager – ability to manage team in a fast-moving & ever changing environment, prioritising work effectively & keeping team motivated.