Purpose of the job
- This role is accountable for shaping the next-generation Connected Consumer Journey and driving strategic transformation across how the brand communicates, connects, innovates, and measures impact.
- You will lead the ambition, frameworks, and roadmap that elevate the brand from touchpoint planning to orchestrated, data-driven experiences powered by insight, creativity, and performance intelligence.
- You act as the organization's navigator for new consumer behaviors, new media ecosystems, and new ways of measuring value via: Consumer journey excellence, Brand campaign strategy & orchestration, Content & experience innovation, Measurement & effectiveness, multi-year learning agenda, Cross-functional integration.
Key activities
Architect the Future of the Connected Consumer Journey (15%)
- Build and evolve a holistic journey framework grounded in ZMOTFMOTSMOT, culture, platforms, commerce ecosystems, and local behavioral shifts.
- Define north-star experience principles that differentiate the brand (e.g., frictionless, personalized, contextual, immersive).
- Identify new pathways where technology, data, content, and moments collide to unlock disproportionate growth.
- Champion integrated thinking across Brand, Digital, Creative, Media, Ecommerce, and Sales.
Lead Innovation Across Content, Experience, Media & Trade (15%)
- Identify and pilot new beer experience innovations, including:
- Contextual targeting around drinking triggers
- Real-time moments (sports, events, celebrations)
- AI-driven content and personalization
- Innovation in experiential formats (festivals, nightlife, sampling)
- Retail media & modern trade collaboration
- Tech-enabled OOH, DOOH, point-of-sale experiences
- Evaluate partnerships with music/sports entertainment, creator ecosystems, nightlife venues, delivery apps, and emerging platforms.
Lead the Strategic Learning Agenda & Own Measurement Leadership on Brand's Effectiveness Narrative (20%)
- Build a multi-year learning agenda to guide insight discovery, experimentation, audience planning, and content innovation.
- Determine what the business must learn about: platform behaviors, media efficiency, creative effectiveness, new tools & technologies
- Ensure all campaigns ladder up to the strategic learning roadmap with clear hypotheses and test design. Build a measurement ecosystem that connects brand building, experience quality, media performance, and commercial impact.
- Lead KPIs across the funnel: attention, engagement quality, brand lift, mental availability, conversion efficiency, total media ROI.
- Champion econometrics, experimentation frameworks (testlearnscale), and always-on learning loops.
- Translate measurement into future investment principles and annual strategic guidance
Lead Brand Campaign Strategy & End-to-End Orchestration (50%)
- Lead the annual integrated campaign strategy for hero brands and key innovations.
- Translate brand vision & business objectives into:
- Cultural & consumer tensions
- Occasion-led strategic opportunities
- Communication territories & experience ambition
- Define campaign core idea, strategic narrative, and creative territories.
- Build multi-touchpoint experience frameworks connecting:
- Creative
- Media
- OOH & proximity
- E-commerce & delivery
- Sponsorships, music, sports, nightlife
- KOL & creator ecosystems
- Own the campaign playbook ensuring consistency across agencies & markets.
- Shape channel strategy, platform-by-platform, aligned with behaviour insights.
- Drive campaign-level measurement: brand lift, mental availability, penetration, ROAS, conversion, occasion impact
Knowledge and Experience
- Work experience: 10-12 years post graduate experience in related marketing fields
- Required work experience in field of expertise: 812 years in brand/media/consumer strategy roles, ideally in: FMCG, Media/digital agencies, Strong track record shaping brand & commerce strategy across offline, online, experiential, OOH & trade, Experience driving cross-channel innovation, journey transformation, or multi-agency integration, Proven ability to influence senior stakeholders (Marketing Director, Sales Director, Commercial leads)..
- Education background: Bachelor level / University level
- Languages requirements: Excellent speaking and writing in English
Job challenges
- Stakeholders management (internal, at all kinds of levels, global and regional teams)
- Ability to connect with the local teams and mobilize on the opportunities to grow capabilities
- Fewer, bigger, better prioritize the key priority areas and audiences
- People manager and cross-functional squad leader with senior stakeholder influence (including Head of Sales, Head of Trade, Head of Innovations, Head of Brands and Commercial MT)
