VP Marketing Kazakhstan

Core responsibilities:

Kazakhstan and export markets (Beer, Energy drinks, Pepsi and Lipton)

Marketing/ Brand – Planning Strategy

• Define and lead the company’s overall marketing strategy and vision, positioning brands effectively in Kazakhstan, Kyrgyzstan, Uzbekistan, and Export markets.
• Develop 3-year portfolio strategy and annual category & brand plans for Kazakhstan, Kyrgyzstan, Uzbekistan, and Export markets (16 focus brands, 6 categories).
• Develop and align Franchise 3-year strategy and annual operating plans (AOP) with PepsiCo International (PI) and Pepsi Lipton International (PLI).

Marketing/ Brand – Performance evaluation/ optimization

• Follow up on development in brand profitability and volume.
• Ensure excellent ATL (Energy) and BTL (Beer) activities linked to sales growth and profitability.
• Continuously optimize all processes regarding brand marketing activities & expenditures
• Adapt global creative campaigns and develop local seasonal/occasional campaigns, including creative, production, and tenders.
• Develop and Manage brand-marketing and COOP budgets for CBKZ, PI, and PLI portfolio.
• Set and oversee media strategy and manage communication mix for optimal impact.

CBKZ Management Team

• Develop and drive strategic and commercial agenda of Carlsberg Kazakhstan
• Actively contribute to relevant management meetings and meetings with customers, suppliers and partners.

Business development

• Drive regional innovation and NPD strategies (incl. Franchise) across Kazakhstan, Kyrgyzstan, Uzbekistan, License and Export markets.
• Analyse market and identify potential opportunities.
• Oversee launch planning/ implementation and support activities for range extensions.

Develop team and organisation.

• Develop strong Marketing team with a focus on a right talent and competencies, ensuring talent pipeline and succession planning for the Marketing function.
• Participate in the development of creative PR-initiatives.
• Participate in relevant Carlsberg Group forums for best practice sharing/ implementation.

What we’re looking for:

• University graduate, and major in Marketing / MBA is preferred
• 10+ years Marketing experience with min 6 years of marketing development/ channel/trade marketing experience, ideally in FMCG sector
• Good command of English language, Russian is a strong advantage.
• In-depth KZ, UZ, KG market insight with strong business acumen and commercial thinking is a great advantage; ability to develop a business growth strategy linked to the overall business strategy
• Innovative and creative person
• Extensive experience in corporate business, including of working together with advertising, media and promotion agencies
• Solid analytical skills and planning/ organizing attitude
• Strong P&L orientation with sharp business acumen
• Ability to make sound and timely judgment in fast moving and uncertain environment
• Ability to work in multi cultural environment
• Strong leadership and engagement skills