รายละเอียด
The Marketing Director is responsible for leading the development and execution of the company’s marketing strategy to drive sustainable growth, strengthen brand equity, and improve category performance. This role shapes clear value propositions, manages customer decision stages across the full journey, and ensures marketing investments deliver measurable commercial impact through strong cross-functional leadership and disciplined execution.Key Responsibilities:Brand & Portfolio Strategy- Define and refine brand and portfolio strategies, including positioning, messaging architecture, and differentiated value propositions by category and channel.- Ensure brand consistency while tailoring execution to channel and market needs.Growth & Customer Journey Management- Build and manage an end-to-end growth approach aligned with customer decision stages, with clear objectives, activities, and KPIs for each stage.- Optimize funnel performance to drive awareness, consideration, conversion, and loyalty.Category, Market & Competitive Analysis- Lead category and competitive analysis to identify growth opportunities and strengthen market share by category, channel, and region.- Translate insights into actionable strategies and commercial opportunities.Integrated Marketing Execution- Drive integrated marketing planning and execution across Brand / ATL–BTL, Digital & Performance Marketing, and Events & Activations.- Ensure campaigns deliver consistent messaging and measurable business outcomes.Digital & Performance Marketing- Oversee digital and performance marketing strategies, including media effectiveness, ROI/ROAS, conversion optimization, and funnel analytics.- Use data and insights to continuously improve marketing effectiveness.New Product Development (NPD)- Lead NPD initiatives in partnership with Commercial, R&D/Industrial, and Supply Chain teams—from consumer insight and concept development to business case, launch, and post-launch evaluation.Commercial & Business Development Partnership- Partner with Commercial teams to identify and evaluate business development opportunities (new channels, partnerships, collaborations, portfolio expansion).- Assess initiatives through robust commercial and financial business cases.Regional & International Alignment- Ensure alignment with regional or international standards (brand guidelines, claims, packaging, campaign toolkits).- Adapt and localize execution to meet local market realities and regulations.Team & Partner Leadership- Lead, develop, and manage the marketing organization and external partners (agencies, vendors).- Drive performance management, capability development, budget governance, and operational excellence.Governance, Compliance & Brand Protection- Ensure compliance with applicable requirements (e.g. advertising claims, labeling, data privacy).- Safeguard brand reputation and manage marketing-related risks.
