ASEAN & South Pacific (ASP) Operating Unit (OU) Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through flywheel execution with clear accountability for impact and ROI. All roles operate within a tightly integrated OUMarket model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.
Focus, Scope, & Impact
As the Sparkling Flavours Category Lead for the Philippines, you will
focus primarily on developing brand growth, creative and innovation strategy and plans to drive sustainable business growth
Global Brands working in partnership with Global Category Lead (GCL) and OU Category Lead:
Sprite & Fanta& Schweppes
- Provides input on high-level category agenda and global brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), based on local consumer insights
- Recommends 3-year country projects and 2-year IMX campaigns to the Philippines Marketing Lead
- For local IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
- Defines brand calendar at market level, allocating OU-controlled DME to activity types
Local And Regional Brands
- Develops brand strategy (positioning, occasions-channels, VIS, passion points, creative, innovation), leveraging local consumer insights to connect consumers to KO brands in unique, differentiated and competitively advantageous ways
- Recommends 3-year innovation projects and 2-year IMX campaigns to the Philippines Marketing Lead
- IMX campaigns and Innovation projects: Develops and aligns briefs, oversees the creation and pre-testing and approves the final project bundle
- Defines brand calendar at market level, allocating DME to creation & activity types
- Supports the development of channels and in-store execution plans, supporting bottling partners and customers
- Financial improvement (NSR, OI, margins): recommends LRP and ABP growth targets, and continuously improving metrics (e.g. weekly+ drinkers, shopper basket incidence and brand equity) via performance management, learning, and course-correction
Experience & Critical Requirements
- Significant marketing and leadership experience (10 years+), including insight & analytics, brand/portfolio strategies, innovation, complex marketing programs management and P&L ownership
- Worked in/with all relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategy
- Led scaled, complex, cross-functional and cross-geographical teams and projects
- Led and developed teams directly
- Advanced business and Commercial acumen
- Behaviors: Growth Mindset: someone that is curious, dreams big, does what is hard and has an enterprise mindset.
Communication Focus
- Strong analytical and problem-solving skills; influential skills with senior executives
- Ability to build and leverage relationships with key business partners (internally and externally), comfortable in working with senior leaders
- Ability to work in networked teams with full collaboration, especially in highly volatile and ambiguous contexts
- Ability to navigate complex challenges & linkages and articulate into plans to drive results
- Ability to inspire through the power of our marketing and brands
Skills
Social Media; Key Performance Indicators (KPI); Digital Advertising; Branding; Category Management; Demand Generation; Quantitative Research; Marketing Strategies; Channels Strategy; Market Segmentation; Customer Insights; Qualitative Research; Microsoft Office; Strategy Development; Commercialization Strategies
Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
