Marketing Director

Role Overview

• Define and deliver the marketing strategy across a multi-brand portfolio with coffee at its core, complemented by adjacent categories.
• Own marketing contribution to P&L, growth, and profitability.
• Partner with Sales and Finance to drive integrated commercial plans.
• Lead both sell-in (customers) and sell-out (consumers) performance.
• Lead brand architecture and positioning across all brands.
• Build compelling consumer propositions rooted in coffee expertise, quality, and origin, while extending relevance into complementary consumption occasions.
• Drive innovation aligned with consumer trends (premiumization, convenience, sustainability) across coffee and adjacent segments.
• Ensure consistent brand execution across retail, HoReCa, and digital channels.
• Develop and execute 360° marketing plans across brand, media, shopper, and trade.
• Balance short-term commercial activation with long-term brand equity building.
• Ensure strong cross-functional alignment with Sales and key account teams.
• Lead full-funnel media strategy across paid, owned, and earned channels.
• Drive digital transformation, including data-driven marketing, content, and personalization.
• Oversee e-commerce and digital shelf excellence across key platforms.
• Leverage retail media and digital ecosystems to accelerate growth.
• Develop impactful shopper marketing strategies across retail and HoReCa.
• Build strong partnerships with key customers and platforms through joint business planning.
• Optimize path-to-purchase and in-store execution using data and insights.
• Lead and develop a high-performing brand, trade/shopper, and digital marketing team.
• Foster a collaborative culture across Marketing, Sales, and key customer teams.
• Build capabilities in consumer and shopper insight, digital excellence, and data-driven marketing.
• Encourage a growth mindset, accountability, and continuous development.
• Empower teams while maintaining clear focus on business priorities and results.
• Design the ongoing evolution of the marketing function to a more integrated, business and growth-oriented organization.
• Partner internally and externally in a cross functional, silo-less approach to provide value and competitive advantage.
• Introduce best practices that improve effectiveness, agility, and clarity of roles and processes.
• Establish an innovation pipeline process.
• Establish a model that scales the brands’ international ambition.
• Build stronger capabilities in marketing team and beyond behind business analysis, brand building, digital, AI.
• Act as a role model for adaptability and continuous improvement within the organization.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field (MBA highly preferred).
• 10+ years of progressive brand management and senior marketing leadership in FMCG.
• Proven track record of successful brand building and managing multi-brand portfolios.
• Deep understanding of Retail, E-commerce, and HoReCa channels within complex distribution models.
• Experience scaling both owned brands and international principals.
• Expertise in modern marketing ecosystem (digital, media, shopper, data analytics) and AI-driven tools.
• Strong commercial acumen with a P&L ownership mindset.
• Inspirational Leader: Decisive and people-centric leadership style, with the ability to drive organizational change and influence at the executive level.
• Strategic Foresight: Analytical, data-driven problem solver with the cultural fluency to anticipate consumer shifts.
• Operational Excellence: A growth mindset that bridges creative, innovative thinking with flawless execution.
• Purpose-Driven: Strong understanding of sustainability and purpose-led marketing to elevate brand reputation.