Babybel Equity & Strategy Director

Country: United States
City: Chicago
Job Family: Marketing
Contract Type: Unlimited-term
Job ID: 49713
Babybel Equity & Strategy Director
The Bel Group is a major player in the food industry through portions of dairy, fruit and plant-based products, and one of the world leaders in branded cheeses. Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin® Nurishh®, Pom'Potes® and GoGo squeeZ®, as well as some 30 local brands. Together, these brands helped the Group generate sales of €3.6 billion in 2022.
Do you want to join a company with strong brands that puts consumers and responsibility at the heart of the decision-making process? Then Bel is made for you!
Are you bold, pragmatic, and determined? Do you want to contribute to the transformation of an international agri-food company? Them come join us and measure the impact of your talent and energy in realizing an ambitious and sustainable company project!
#IWorkForAllForGood
You are passionate about iconic brands and delivering breakthrough IMC activations combined with a very strong business management skills? Then this job is for you!
We are looking for an Equity Director for our amazing Babybel brand, based in Chicago!
The right person will have a real drive to achieve ambitious growth targets while having fun on the job to make our super heros even more famous!
Babybel today is one of the most famous snack brands in the world and we have an avenue of opportunities to go even further! We are looking for the right person to be super committed and passionate to embark on this journey with us.
MAIN DUTIES
As the head of the global Babybel equity team, you are responsible for defining and delivering the long-term positioning and strategy of the brand and you report directly to the Global Brand General Manager.
In order to define the long-term positioning, you will liaise constantly with local and cluster marketing directors to align on local and regional needs to formulate the brand strategy. You ensure the strategic execution by driving agencies, content productions and global activations.
Being a real team player and believing in the power of cross functional teams will be a must.
Babybel is one the most iconic and unique healthy snacking brands globally. In 2021 it became the biggest brand for Bel group and one of the faster brands in the category. This became possible thanks to a clear purpose, impactful global equity campaign, strong on-going activation, and new emerging innovation platforms – functional and plant-based. And there’s still so much more to be done – brand has very exciting plans for the years to come to become a true activist brand….And you can join the team to make these plans happen!
Detailed Responsibilities
Market and consumer understanding

• Challenge and approve the shopper and consumer insights.
• Listen and understand well the local needs of our key geographies by capturing well their consumer and market trends
• Drive the collection of shopper and consumer data.
• Ensure the proper drivers to increasing the brand equity are understood
• Build a community to really connect with our global consumers

Portfolio & brand strategy

• Define the global challenges and opportunities for the brand
• Define and develop the global brand vision and strategy and validate its current and targeted mix.
• Find new source of growth in collaboration with Sales, with strong focus on OOH
• Define the right touchpoint strategy using a full IMC approach

Business development planning & delivery

• Closely collaborate with the sales to build real Topline plans
• Ensure the proper budget allocation according to local targets and potential.
• Set performance milestones and identify adjustments to improve performances.

Bring relevant and exciting brand content

• Manage the strategic relationship with agencies and develop with Media and Creative agencies strong brand campaigns and always on content for the brand that is global but also locally relevant
• Monitor the ROI and sales impact of the activations
• Define the equity and activation contents to be produced and the final results at cluster level according to the activation strategy with a special focus on the digital contents (cf. below)

Team management

• Manage a team of four people but capability to connect super well with the global Babybel marketing community
• Engage your team behind a high ambtion and a very positive growth mindset
• Be a real team player that is working at the service of local markets to achieve their growth ambition

Profile & Skills

• Babybel playful mindset
• Passion for Purpose, Health & Wellness and Sustainability
• Truly global mindset – curiosity and openness to work with different cultures
• Minimum 12 years of experience in CPG marketing, you have developed significative skills in branding, equity and activation.
• Outstanding collaboration capabilities
• A real passion for brands and an experience on iconic brands with strong activations
• High standards for creativity and transformation
• A natural thirst to be ahead of consumer trends and connected with brands
• Ability to combine strategy and execution – and make things happen
• Good balance of creative mindset and sharp business management skills

Other specific skills:(foreign languages, software skills, technical skills, …):

• Mastery of brand equity and positioning
• Mastery of consumer, social and digital marketing
• Knowledge of product value drivers (nutrition, CSR, …)
• Excellent project management skills especially in the context of a very large ecosystem of agencies and countries
• Excellent data processing skills especially in the context of strategic, category, retailer, competitive and consumer insights (Nielsen/IRI preferred) as well as P&L forecast and management
• Designing and implementing winning competitive strategies in fast evolving, mass markets with highly competitive environment

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