This role is responsible for facilitating growth, sales and commercial results for the brand portfolio in Latin America and US Hispanic. This includes a) developing and implementing brand strategies for the region; b) leading the marketing and insight functions in region to support all lines of business; and c) managing brand licensing and partnership opportunities in region, including identifying new opportunities to maximise the commercial return of key brands and manage their long term commercial development.
Accountabilities
Work with Director of Brands, Global Markets and EVP, Latin America & US Hispanic to set and deliver regional brand strategy, vision and plan for key priorities / emerging brands to ensure that the region is maximising commercial potential.
Represent the voice of the consumer and brand in all major commercial decisions, and manage the trade-off between short-term commercial advantage and longer-term ambitions.
Proactively identify and secure licensing and brand partnerships to grow the brand and drive revenues.
Pioneer innovation across product development, business development, campaigns and partnerships to support brand development and excellence.
Provide a strategic and editorial point of view on commercial initiatives.
Lead and direct the marketing and insight teams in region to ensure all lines of business benefit from the tools and materials they need to deliver strategy and fulfil commercial potential.
Lead on development of consumer insight strategy, working with central Brand team, EVP and regional management team, to drive growth and identify emerging commercial opportunities.
Lead and genuinely enjoy reaching out and engaging teams. Recruit the best talent in market and build a high calibre team with the skills and capabilities needed to deliver the required results.
Be a brand champion - both a protector and visionary to ensure the brands are infused across the region.
Strategic Planning & Decision Making
Develops, adapt and drives brand strategy for Latam and US Hispanic to achieve key business objectives.
Manages the trade-offs between short-term commercial advantage and longer term aims.
Sets and executes regional marketing / insight plans and initiatives
Knowledge & Skills
Ability to spot and shape commercial initiatives
Understanding of global brands and brand management
Strong financial and commercial skills with demonstrable commercial acumen and experience of complex deals and management.
Strong interpersonal and relationship building skills
Big picture thinker with a track record of directing strategy at a senior level
Proven ability to think clearly and act decisively, operate independently but work with a large team of people, many of whom will have more knowledge and experience in a particular part of the business
Entrepreneurship; successful track record of generating innovating ideas and executing, through challenging the status quo.
Well-developed communication and negotiation skills and the ability to represent the business at the highest levels
Proven ability to organise and manage a heavy workload and juggle priorities effectively
Report writing for senior / board level audience
Leadership Behaviours
The successful candidate should be able to demonstrate the following:
A collaborative approach
Global mindset: thinking and acting for both local and global needs
Change leadership: resilience - ability to listen and respond and hold the course
Ability to influence
Accountability/Making tough decisions
Empowering of others
Creating shared understanding (being transparent)
Professional credibility
Professional Experience
A background of working with powerful brands or brand properties and for balancing commercial interests and consumer requirements
Extensive experience of commercial negotiation and deal-making
Experience of assessing creative pitches for new programme ideas and understanding their commercial potential
Experience as a senior manager in mainstream media business in one of the core disciplines -UK and International licensing, Brand management in a media business (preferred)
Direct experience of working in an editorial/creative environment and balancing commercial with brand protection.
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