11 days ago

Global Brand Leader Berocca

Bayer Consumer Care AG

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Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At Bayer you have the opportunity to be part of a culture where we value the passion of our employees to innovate and give them the power to change.

Global Brand Leader Berocca

The Global Brand Leader (GBL) on Berocca is a critical member of the global brand team to shape the future of this unique brand. S/he works closely with the Global Brand Director (GBD) to develop key brand building strategies and assets and to ensure its execution through local marketing teams. Berocca is currently 160 mio , with an ambitious growth target globally.
Under guidance of the GBD the GBL drives the following areas of responsibility:

Defines Global Brand Building strategy, including brand purpose
& positioning, growth strategy, portfolio, pricing, price pack
architecture, communication strategy, innovation strategy (in
partnership with Category Innovation Director) and instore
strategy (in partnership with Customer Excellence). Drives
definition and application of global Brand Success Models.
Develops global communication assets with agencies and Global
Brand Team partner markets. Includes full accountability for the
coordination of creative development process of global assets
across all key media touchpoints (TV, digital, instore, others),
global media strategy and consumer research plan in partnership
with Consumer Insights team.
Drives Innovation Pipeline/Claims delivery via market roll-out.
Partners with Category innovation team to define the global
innovation pipeline and NPD business cases. Develops the
claim pipeline on the base business and develops the activation
toolkits for both NPD/claim implementation. Monitors in market
performance and ensures corrective action are taken
Drives portfolio strategy. Partners with Customer Excellence,
Net Revenue Management teams to define global Pricing
strategy & Price pack architecture. Coordinates with product
supply and R&D to ensure the optimum set of
formula/SKU/configuration portfolio in the markets.
Guides countries on go-to-market strategy and in-market
execution by leveraging Brand success models and reapplying
global best practices. Drives media investment decisions with
key battle markets. Provides close strategic partnership,
especially with the key battle markets.

Results will be measured by market share, sales growth, penetration and brand margin, both globally and in the key battle markets.