Roles & Skills

Understand people and the cultures they live in to uncover meaningful human truths that change how a brand thinks and inspires action. Go beyond demographics and surface signals to decode real lived experiences.

Go beyond pricing and trade spends to unearth sustainable growth opportunities. Read commercial performance across all dimensions — UBS, share, category dynamics and translate that into portfolio choices, BMI and trade spend decisions, resource allocation, and where to drive market development to deliver FGM over the short and long term.

Shape profitable growth by making clear choices on pack, price, promotion, channel, and mix. Use a strong understanding of the value chain, P&L, margins, retailer economics, and revenue growth levers to drive in-year performance while protecting long-term brand value.

Own the innovation pipeline and ensure it delivers as per plan. Evaluate the overall pipeline for strategic fit, capacity, and impact. Optimise it to deliver a coherent flow of launches that avoids cannibalisation and builds toward clear strategic platforms.

Ensure the brand comes alive in the eyes of consumers and shoppers. Deploy media, activation, and launch plans that are consistent globally and relevant locally, evaluating in-market results, redirecting resource when needed, and steering both ongoing activation and launch moments to deliver brand and commercial impact.

Translate brand into an integrated system of seamless, distinctive experiences across product, content, digital, retail and immersive environments. Collaborate with creators, cultural leaders and partner brands as genuine co-authors, knowing which community, which content, and which creator fits the brand and the moment.

Leverage media deployment across TVC, OOH, digital and social effectively and efficiently to drive brand awareness in a consistent and coherent manner across channels. Build a repeatable demand generation system that balances reach, attention, cost and brand equity, and uses the right channels to drive market development where penetration is low.

Deliver seamless, distinctive experiences with a consistent brand voice and message across modern trade, general trade, digital, social and immersive environments, as part of one integrated system.

Build the capability and capacity to experiment on key hypotheses and solve for the unknown. Go beyond in-flight optimisation to design true experiments that test assumptions, generate learning, and adapt strategy. Know when signals are real, when they are noise, and when optimisation is hurting equity.

Build AI capability as part of day-to-day operations to enhance productivity, eliminate redundant repeat analysis, and experiment with AI applications. Design workflows where AI handles volume and automates tasks while people focus on judgement, and apply AI with the same rigour and clarity as briefing an agency.

Read the business beyond the brand P&L — share, SOR, retention, FOP, GM impact across the portfolio, competitor moves, macroeconomic and geopolitical shifts that affect raw materials, cost and pricing and use that read to make better brand decisions.

Understand people and the cultures they live in to uncover meaningful human truths that change how a brand thinks and inspires action. Go beyond demographics and surface signals to decode real lived experiences.

Spot early cultural, social, and market signals before they tip and know which ones matter, using them to open new demand spaces.

Turn growth opportunities into a brand strategy and proposition that defines the value the brand creates and for whom. Set strategic principles to keep the brand's identity strong enough to be trusted and flexible enough to be loved.

Decide where the brand plays across demand spaces, shape the portfolio, pricing and channels to back those choices, and read commercial performance (UBS, share, category dynamics) to inform where to invest and where to step back.

Spot bold, disruptive growth spaces by detecting unmet needs and future tensions, then turn proven propositions into scalable, in-market realities through pipelines that test, refine and launch the right innovations at the right time and scale.

Create brand assets and design systems that are instantly recognisable and emotionally resonant, building multisensory cues that drive desire. Translate brand into an integrated system delivering seamless, distinctive experiences across product, content, digital, retail and immersive environments.

Translate brand strategy and cultural insight into bold ideas and narratives that travel across platforms and markets to build demand for brands.

Turn priority ideas and opportunities into clear, compelling product promises that justify positioning, anchoring benefits and price-value in brand and culture. Build propositions that are distinctively brand-led, not just functionally better.

Stay close to the cultural landscape the brand lives in — knowing the conversations, communities and voices that matter — and embed the brand authentically into those passion points so it stays relevant, trusted and desirable.

Brief AI with the clarity of an agency to turn briefs and unstructured inputs into analysis and output. Build ways of working where AI handles volume, automation and asset creation, while people focus on judgement, creativity and brand decisions.

Read the business beyond the brand P&L — share, SOR, retention, FOP, GM impact across the portfolio, competitor moves, macroeconomic and geopolitical shifts that affect raw materials, cost and pricing — and use that read to make better brand decisions.