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, develop the innovation roadmap with the cross-functional team and lead anchor markets, working end-to-end with commercial teams to unlock the executional disruption needed in new aisles / GTM.
The role sits in the Europe-based Innovation team, reporting to the E2E Reframe & WE Lead.
Responsibilities
1. Development of 'Accompaniments' portfolio growth strategy, including brands and markets, to deliver against 3-year+ aggressive growth ambitions.
2. Learn & iterate propositions in-market to determine fast fail or scale, providing clear recommendations & playbooks for scaling & market expansion.
3. Ensure a sufficient innovation pipeline, including L&S, aligned with brand equity built and owned by Brand teams.
4. Integrate innovation pipeline into portfolio planning of the IBP process and deliver on time so brand teams can incorporate into their Brand Growth Strategy.
5. Develop and maintain a pipeline initiative master plan to align and synergize Lead Markets, in partnership with Commercialisation.
6. Develop benefit areas and claim spaces with R&D and Lead Markets to drive longer-term technology platforms.
7. Identify Lead Market innovation winners and codify success models to share regionally.
8. Monitor and assess competitive innovation launches and conduct annual competitive reviews for key stakeholders.
9. Serve as a key contact for the global innovation team—translating ideas and communicating needs for future breakthroughs.
10. Identify and lead critical aspects of "what has to be true" to deliver against consumer sweet spots for each proposition, including cost, capex, business model, claims, etc.
Qualifications
1. 8+ years of experience in Brand Marketing / Innovation, preferably in the CPG industry.
2. Experience leading marketing within a startup environment or managing incubator/accelerator programs in large corporates, with familiarity with MVP, agile testing, and pipeline management; ideally with a 'design thinking' approach to innovation.
3. Experience in building marketing strategies using a broad range of marketing mix elements, including shopper marketing, digital marketing, media buying/planning, and content creation to drive brand growth.
4. Ability to evaluate marketing effectiveness, measure performance, optimize plans/spend in an agile manner, and derive insights from marketing data.
5. Proficiency in consumer insights methodologies, with the ability to adapt and innovate in insights gathering when traditional models are insufficient.
6. Strong collaboration skills, with experience influencing stakeholders across local, regional, and global levels to build relationships and inspire teams.
7. Talent management skills, capable of managing teams in a fast-paced, changing environment, prioritizing effectively, and motivating team members.
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