Head of Marketing – FMCG Portfolio

About the role

The Head of Marketing will develop and execute the overall marketing strategy for an FMCG portfolio, driving brand growth, consumer demand, market share and long‑term brand equity. This senior leader will oversee brand management, consumer insights, product launches, digital initiatives and budget stewardship.

Key responsibilities

• Develop and implement the annual marketing strategy, plans and investment priorities aligned with company growth objectives.
• Lead brand management, ensuring consistent positioning, identity and health across all communication channels.
• Conduct market research, consumer studies and competitor analysis to translate insights into actionable product and communication plans.
• Manage product portfolio performance, evaluate new SKU opportunities and oversee end‑to‑end new product development and launch.
• Design integrated communication campaigns across TV, digital, social, outdoor, events and KOLs, managing agencies and creative partners.
• Drive digital and social media strategies, monitor KPIs such as reach, engagement and conversion, and optimise campaigns based on data.
• Align with sales and trade marketing to create shopper activation programs, promotions and merchandising standards.
• Support pricing and promotion strategies, analysing ROI and ensuring long‑term brand health.
• Prepare and control the annual marketing budget, track spend and evaluate ROI of campaigns.
• Select, negotiate with and manage external agencies and suppliers to ensure quality and timely delivery.
• Lead, coach and develop the marketing team, set KPIs, conduct performance reviews and build succession plans.
• Collaborate cross‑functionally with sales, finance, supply chain, production and HR to ensure seamless execution of marketing initiatives.

Required profile

• Bachelor’s degree in Marketing, Business Administration, Communications or related field; MBA or postgraduate qualification is a plus.
• 8–12+ years of marketing experience, preferably within FMCG, with at least 3–5 years in a senior leadership role.
• Proven expertise in brand management, consumer marketing, product launches, digital marketing and market research.
• Strong understanding of GT, MT, distributor and FMCG route‑to‑market environments.
• Excellent analytical, commercial and communication skills, with a track record of managing multiple brands and sizable budgets.