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Brand Mktg & Activation Sr Manager - Lipton Ice Tea
Responsibilities:
- Deliver annual volume, revenue, and profitability targets by strengthening the brand through best-in-class execution of annual and strategic initiatives. Drive and contribute to the Lipton strategy and execution agenda by developing and delivering short, mid, and long-term brand and business plans that ensure sustainable and healthy growth.
- Build brand and consumer value by developing strong brands that address evolving consumer needs and occasions.
- Demonstrate leadership by owning the brand agenda and actively supporting the wider business to achieve agreed targets and results.
- Act as the primary point of contact for the Joint Venture team, ensuring consistent information flow, effective approvals, strategy alignment, and strong stakeholder management.
- Develop a high-performing team and talent pipeline to deliver the long-term business vision.
- Lead the development of commercial strategies for new products, packaging, equipment, and services, including pricing, promotional mechanics, distribution, and merchandising.
- Build impactful brand communication programs by ensuring excellence in execution and best-in-class media planning through the ROI Engine.
- Generate deep consumer and shopper insights through robust data analysis and interpretation, leveraging business knowledge, insights, and analytics to clearly define problems and opportunities across shopper, customer, category, and company levels.
- Play a leading role in the preparation of brands’ Annual Operating Plans, ensuring comprehensive and timely delivery, and lead the development of the full-year activation calendar.
- Lead strategy development and execution.
- Act as a disciplined investor by leading the brands’ A&M budget to maximize return on investment.
- Influence Sales and Category leadership to ensure brand priorities are fully aligned with and embedded in growth plans and commercial algorithms.
- Deliver the Lipton BU agenda by maximizing marketplace effectiveness, driving net revenue growth, brand equity, and share, while optimizing marketing investment efficiency.
- Minimum 12 years of marketing experience
- Excellent command of English and Turkish
- Strong strategic thinking skills
- Advanced analytical and problem solving skills
- Solid understanding of financial and commercial dynamics
- Proven ability to influence and align large teams and stakeholders
- Effective crisis management skills
- Strong communication and interpersonal skills
- Demonstrated leadership skills with a track record of building and leading high-performing teams
- High level of creativity combined with a strong results orientation
- Multifunctional skill set covering marketing, finance, and operations
- High level of initiative and assertiveness
- Ability to set clear goals, plan and delegate effectively, and hold cross-functional teams accountable
- Strong social skills to work in harmony in a JV environment with high exposure to senior management level
- Passion for developing talent
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