Head of Marketing France

What makes this a great opportunity?

WHAT MAKES THIS A GREAT OPPORTUNITY?

• BSI’s 10-year growth ambition relies heavily on the ability to premiumize and enhance the relevancy of BSI brands as those that people truly love.  The effective translation of long-term, brand building strategies into actionable, insight-drive local market plans and deployment will be absolutely critical to ensuring our portfolio is embraced by consumers and trade.
• Opportunity to take ownership in the shaping of the newly formed French Route to Market
• The chance to influence with Market and Regional impact via working collaboratively with Global Brand Houses and local market strategies
• A highly cross-functional role, with the opportunity to work with many brands facing a range of different opportunities, across the whole French RTM and with Global Brand Houses and International Region
• The right candidate will be recognized as a true thought leader and driver of change in the region – an opportunity to add significant value

OBJECTIVES:

• Lead the marketing vision of Beam Suntory France by ensuring strategies and programs
• are effective and synergies are established across brands and channels, following our rigourous brand building and growth planning framework within the region
• Champion the marketing strategy to deliver against budgeted sales, profit, market share 
• and other key brand performance indicators across relevant categories/segments in France
• Drive the premium brand agenda in Paris as a key city, and lead the marketing plans across 1-9-90 in France
• Build, lead and motivate the marketing team through coaching, training, and the establishment of superior executional standards
• Be an active role model on DEI encouraging the team to become active participants
• Establish a high level of rapport with key stakeholder across the relevant Brand Houses for the delivery of 3 YR Growth Plan, strategic alignment, pipeline innovation, including interventions required for specific brands. 
• Represent France in both the region (International) and Globally to ensure France commands the necessary resources and region focus to achieve its business goals
   

Role Responsibilities

RESPONSIBILITIES : 

>BUILD STRONG BRAND EQUITY FOR OUR PREMIUM & PRESTIGE BRANDS IN FRANCE<
 
1. To provide professional leadership, strategic direction and execution ; covering:

• Brand NDA definition for our Priority Brands (House of Suntory, Maker’s Mark, Laphroaig & Bowmore) with linked communication strategy taking into account a constraint environment (Legal) 
• Growth planning strategy and 12Y Plans with GBH- defining long-term strategy for the different brands within the  portfolio– including allocations management, product portfolio and innovation pipeline, pricing and promo assessment,  activation and advertising.
• Brand planning- ensure yearly delivery of brand plans, localizing Global strategy to French market and ensuring market needs are considered as part of the Global plan. This will include development of specific product and/or activation concept for the market in collaboration with GBH teams.
• Drive for “brilliance in execution” with both strategic precision and an obsession for detail that starts with the drink experience and which is amplified through consumer programs that drive talkability and saliency.
• Strategic BI management against the portfolio of brands to meet short-and-long term objectives.
• Evaluation and use of consumer research and market information to identify insight necessary to support strategic business decisions 
• Monitoring and analysis of consumer, customer and competitive market dynamics to determine effectiveness of marketing strategies and plans.

2. Lead strategic Growth Planning in collaboration with the Global Brand Houses and lead the development of the annual marketing plans and monthly operational plans to:

• Ensure our brands are set for strong equity growth, focusing on premiumization and activating with excellence in the chose demand space
• Ensure plans meet the requirements for financial year targets e.g., tracking BI, ensuring phasing of activity supports top-line growth and brand equity growth
• Increase the appeal, awareness and engagement of our brands throughout the full marketing funnel
• Identify new product and/or channel opportunities in line with Global Brand Houses 12-year strategic brand plans
• Ensure effective marketing management is in place to deliver key operational processes and procedures including effective forecasting;  planning, execution and tracking; budget     management 
• Lead marketing input to Quarterly Business Reviews 

3. Provide leadership, competency development (through the Marketing Skills Framework) and strategic management support to the marketing team including:

• Inspiring, developing and coaching individuals, with focus on marketing competencies and personal development 
• Build & lead the marketing community in BS France to strongly reflect Beam Suntory leadership culture and behaviours
• Ongoing responsibility for recruiting and training a best-in-industry team

4. Play an active role in the BS France Leadership Team, shaping the future of the business, ensure the Marketing function collaborates excellently with the Commercial, Supply Chain and Finance Functions, including providing strong support for channel strategies and channel strategies within the budgeting process.

5. Raise the quality and consistency of execution of our marketing programs to ensure:

• Excellence at the point of execution
• Global programs are implemented with relevance to the local market
• Local regulatory are consistently adhered to
• Marketing ROI is captured in line with the BI effectiveness guidelines

Qualifications

QUALIFICATIONS, SKILLS & EXPERIENCE

• First role of head of marketing role (3 years minimum) with demonstrated experience of building strong brand equity in high end environment.
• Brand management High end spirits is a plus.
• Management experience (5 years min)
• Strong analytical skills and knowledge of different continuous data sources 
• Ability to perform structured analysis of complex data as it relates to brand direction
• Proven experience on building luxury or prestige brands
• Strong P&L and commercial marketing skills 
• Demonstrated personal characteristics to be self-starter, flexible and highly intrinsically
• Proven team player with strong collaborative approach - to lead, build, drive and inspire

 
Additional qualifications desired:

• International Experience desirable
• Strong business acumen and analytical
• Based in Paris 
• Travel may be required 
• Fluent French and English