Senior Manager, Marketing Stills, Morocco

<p><b>Job Description: Senior Manager - Stills (WAMA Franchise )</b><br><br><b>Function:</b> Frontline Marketing - Franchise <br><b>Reports to:</b> Senior Director, WAMA Marketing <br><b>Location:</b> Ivory Coast, Algeria, Morocco, Ghana, Algeria<br><br><b>Role Overview</b><br><br>The Senior Manager - Stills is the strategic category leader for the Stills portfolio within the Franchise. This includes beverages such as <b>Juices, Sports Drinks, Teas, Water, and other non-carbonated categories</b>, depending on the Franchise structure.<br><br>As part of the Frontline Marketing organization, this role leads the <b>Stills growth agenda</b>, shaping portfolio strategy, guiding innovation, driving consumer-centric brand plans, and partnering with bottlers and Commercial teams to ensure exceptional market execution. The role acts as the enterprise steward for the Stills category-balancing consumer needs, system economics, and long-term portfolio health.<br><br>This role is critical because <b>Stills categories are highly competitive, fast-evolving, and central to consumer well-being trends</b>, requiring a leader with strong consumer insight, operational discipline, and cross-functional orchestration capabilities.<br><br><b>Key Responsibilities</b><br><br><b>1. Portfolio Leadership &amp; Growth Strategy</b><br><br><ul><li>Lead the end-to-end <b>Stills category strategy</b>, including brand roles, portfolio architecture, occasion mapping, and whitespace identification.</li></ul><ul><li>Analyze category, consumer, and competitive dynamics to inform strategic choices.</li></ul><ul><li>Partner with OU Category &amp; Portfolio Teams to translate OU frameworks into locally relevant strategies.</li></ul><ul><li>Develop long-term business strategies that drive category penetration, premiumization, and value share growth.</li></ul><br><b>2. Brand Stewardship &amp; Marketing Excellence</b><br><br><ul><li>Serve as category owner for all Stills brands-ensuring strong positioning, clear brand guardrails, and annual brand plans.</li></ul><ul><li>Partner with IMX and Design teams to deliver impactful campaigns, creative assets, and integrated experiences.</li></ul><ul><li>Ensure brand storytelling reflects consumer needs, cultural relevance, and category drivers (e.g., health &amp; wellness, hydration, naturalness).</li></ul><ul><li>Lead annual business planning (ABP) inputs for the Stills category.</li></ul><br><b>3. Innovation Pipeline &amp; Category Futureproofing</b><br><br><ul><li>Lead end to end innovation-from consumer insights, concept development, and R&amp;D collaboration to launch activation.</li></ul><ul><li>Ensure innovations align with category trends such as functional benefits, low/no sugar, hydration, performance, etc.</li></ul><ul><li>Partner with Frontline Marketing, R&amp;D, Supply Chain, Commercial, and Finance to deliver scalable and profitable innovations.</li></ul><ul><li>Oversee innovation governance, stage gates, and pipeline prioritization for Stills.</li></ul><br><b>4. Commercial &amp; Bottler Partnership</b><br><br><ul><li>Act as the key marketing interface with bottler partners for Stills business planning and execution.</li></ul><ul><li>Support revenue growth management (RGM) initiatives including pack-price architecture, channel strategies, and promotional effectiveness.</li></ul><ul><li>Partner with Customer &amp; Commercial teams to ensure superior marketplace execution across MT, TT, On-Premise, and e-commerce.</li></ul><ul><li>Lead cross-functional alignment to ensure brand availability, visibility, and distribution priorities are met.</li></ul><br><b>5. Insights, Analytics &amp; Performance Management</b><br><br><ul><li>Leverage consumer, shopper, and market insights to inform decisions and drive portfolio optimization.</li></ul><ul><li>Monitor category performance, brand health, competitive threats, and business KPIs.</li></ul><ul><li>Use data, forecasting, and analytics to guide strategic interventions and course corrections.</li></ul><ul><li>Lead routines with OU Insights and Category teams to maintain one version of the truth.</li></ul><br><b>6. Capability Building &amp; Marketing Orchestration</b><br><br><ul><li>Support the development of category expertise and stills capability across Franchise teams and bottlers.</li></ul><ul><li>Lead category-specific training and knowledge sharing on trends, consumer needs, and brand strategy.</li></ul><ul><li>Drive consistent ways of working through tools, frameworks, planning rhythms, and IMX integration.</li></ul><ul><li>Ensure high-quality marketing orchestration across functions (IMX, Commercial, RGM, Supply Chain, Insights).</li></ul><br><b>Success Measures</b><br><br><ul><li>Sustainable category growth in volume, value share, and profitability.</li></ul><ul><li>Strong brand equity and improved brand affinity across Stills brands.</li></ul><ul><li>Successful launch and scaling of high-impact innovation.</li></ul><ul><li>Strong execution of Stills strategy across markets and retailers.</li></ul><ul><li>Improved alignment between Franchise, OU, and bottler teams.</li></ul><ul><li>Robust, insight-driven strategies that futureproof the Stills portfolio.</li></ul><br><b>Experience &amp; Qualifications</b><br><br><ul><li>7+ years of experience in marketing, category management, portfolio strategy, or innovation roles.</li></ul><ul><li>Experience working in beverage, FMCG, or health &amp; wellness categories preferred.</li></ul><ul><li>Strong understanding of brand-building, insights, and category strategy development.</li></ul><ul><li>Experience managing cross-functional teams and influencing senior stakeholders.</li></ul><ul><li>Excellent analytical skills with comfort using category and retail data sources.</li></ul><ul><li>Proven ability to work in complex, multi-country or Franchise environments.</li></ul><br><b>Leadership &amp; Behavioral Expectations</b><br><br><ul><li><b>Consumer-Centric:</b> deeply understands emerging needs, occasions, and category motivations.</li></ul><ul><li><b>Strategic &amp; Analytical:</b> connects data, trends, and insight into sound strategic choices.</li></ul><ul><li><b>Growth Mindset:</b> future-oriented, curious, and willing to explore new category frontiers.</li></ul><ul><li><b>Influential Communicator:</b> able to align diverse stakeholders across the system.</li></ul><ul><li><b>Enterprise Mindset:</b> acts with the system's best interest and collaborates seamlessly across teams.</li></ul><ul><li><b>Operational Discipline:</b> structured, organized, and skilled at orchestrating complex initiatives.</li></ul><br><b>Other Considerations</b><br><br><ul><li>Some travel may be required for market visits, bottler engagements, and category/consumer immersions.</li></ul><ul><li>Strong integration with OU category teams and bottlers is essential to success.</li></ul><br><b>Skills</b><br><br>Leadership; Social Media; Promotional Activities; Account Management; Customer Relationship Management (CRM); Marketing Activation; Marketing Execution; Channels Strategy; Marketing Strategies; Waterfall Model; Media Strategies; Experiential Marketing; Digital Marketing; Syndicated Research; Agency Management<br><br>Annual Incentive Reference Value Percentage:15<br>Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.</p>