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AMET Zone Brand & Capabilities Lead

Synthorx

Synthorx

Istanbul, İstanbul, Turkey
Posted on Tuesday, October 31, 2023

Job Purpose:

Strategic brand & capabilities lead responsible to build loved brands and deliver market share / financial growth targets by showcasing end-to-end marketing excellence & uplifting capabilities of broader team.

Leads capability agenda for Brand & Innovation team through outside in inspiration, live embedment and proof points. Brings significant experience in core marketing capabilities:

  • Building brand fundamentals including positioning, purpose, insight led LT brand strategy

  • Consumer need led innovation / new usage occasion exploration / point of market entry development / building nascent categories grounds up into growth engines

  • Digital acceleration across brand ecosystem i.e. consumer / HCP / shopper omnichannel experience

  • creative excellence through masterbrand campaign deliveries at scale

Owns and drives end-to-end marketing agenda for their portfolio from strategy to execution including brand building, consumer understanding & insights, market analytics, innovation, integrated consumer / HCP communication and KPI tracking to drive in year growth and future growth opportunities.

Key Accountabilities:

  • Marketing capabilities: Lead a structured program working closely with B&I Head, leveraging internal / external resources to transform brand & innovation team’s capabilities in focus areas. Live embedment will be critical to sustain impact and drive growth through capability build.

  • Brand plan & strategy: Lead, deploy, embed consumer centred, data backed ‘one’ zone strategic plan working with cross functional teams, aligned with global strategy where applicable

  • Brand building: Develop brand fundamentals (Brand Pulse) for local brands / input or deploy in a consistent way for global brands to ensure we build strong, loved and enduring brands

  • Leadership: Lead, coach and inspire brand activators, agency partners & cross functional teams to ensure excellence in 360 execution and elevate marketing capabilities; Be the voice of the brand to inspire wider cross functional team across AMET; Represent zone with regional / global /external stakeholders

  • Consumer Champion: Stay abreast with consumer motivations and trends instilling a culture to systematically uncover latest consumer, shopper, HCP insights. Integrate these into business strategy by identifying strategic & tactical growth opportunities. Bring the consumer ‘inside Sanofi building’ and champion their needs and how our brands can best serve them

  • Innovation: Lead product renovation/innovation pipeline from concept to in-market launch excellence, in collaboration with science hub and manufacturing / supply teams

  • Consumer / HCP Engagement & Experience Plan: Develop integrated HCP & consumer assets & campaigns activating across the entire eco-system; elevate creative excellence and media effectiveness across channels; experiment and stay on top of latest trends like AI or gaming

  • Business management: Oversee IBP demand forecast and brand P&Ls with optimal A&P investment and continued focus on prioritisation and mapping progress against top deliverables

  • Performance focus: Drive results focus, build monthly cadence for team to stay on top of what’s working / what’s not working and take action proactively to course correct or scale fast

Core Competencies:

  • Consumer 1st mindset & approach

  • Leader with ability to motivate and influence teams who may not be direct reports

  • Natural coach with keen interest to build capability

  • Strategic brand builder

  • Data user, believer in forward looking analytics, performance driven

  • Innovative, open and curious to continuously learn & improve

  • Ability to balance long-term strategic priorities with short-term business needs

  • Strong communicator and storyteller

  • Business focused and relish problem-solving

  • Agile mindset, flexibility to adapt to constantly changing business needs and environment

Experience

  • Senior (>15 years work experience) marketing professional w/ background in consumer goods and/or consumer healthcare

  • Experience in local and regional roles, multi country experience

  • Previous management experience of multiple direct reports

  • Proven success in growing brands / categories

  • Financial and P&L acumen

  • Sales, Trade Marketing and / or E-commerce experience

  • Proficient ability to read and interpret market data (IMS, Nielsen, Euromonitor)

Qualification

  • Degree in Business Administration or similar

At Sanofi diversity and inclusion is foundational to how we operate and embedded in our Core Values. We recognize to truly tap into the richness diversity brings we must lead with inclusion and have a workplace where those differences can thrive and be leveraged to empower the lives of our colleagues, patients and customers. We respect and celebrate the diversity of our people, their backgrounds and experiences and provide equal opportunity for all.