Overview:
The Brand and Pet Owner (BAPO) Lead will lead the development and execution strategic marketing initiatives to drive brand growth, market share and customer & consumer loyalty toward Royal Canin. This role oversees brand positioning, product portfolio, digital strategy, consumer insights and go to market executions across all channels.
Responsibilities:
Strategic Leadership
- Develop and execute annual and long-term marketing strategy aligned with company growth goals
- Lead brand positioning and portfolio strategy across product lines (dry, wet, treats, functional nutrition, etc.)
- Identify market opportunities through consumer insights and competitive analysis
- Drive category growth through innovation and differentiation
Brand Management
- Oversee & ensure brand identity, messaging, and storytelling
- Ensure consistent brand voice across all channels
- Build emotional connection with pet owners through purpose-driven marketing
- Manage packaging, claims, and product positioning
Portfolio & Innovation
- Translate nutritional benefits into consumer-friendly value propositions
- Lead go-to-market strategies for product launches
- Collaborate with the sales, product development, and customer service teams to ensure alignment of marketing initiatives with overall business goals.
Digital & E-Commerce Strategy
- Social media strategy
- Influencer partnerships strategy
- Performance marketing
- CRM and loyalty programs
- Drive growth in online channels
- Optimize omnichannel customer journey
Consumer & Market Insights
- Analyze trends in pet ownership, premiumization, health-focused diets, and humanization of pets
- Utilize data to guide segmentation, targeting, and campaign effectiveness
- Monitor competitor activities and market dynamics
Budget & Performance Management
- Manage marketing budget and ROI tracking
- Define KPIs across brand awareness, engagement, and conversion
- Report marketing performance to executive leadership
Trade & Channel Marketing
- Collaborate with Sales to develop retail activation strategies
- Support distributor and veterinary channel marketing
- Develop POS materials and shopper marketing initiatives
Team Leadership
- Build and mentor high-performing marketing team
- Manage agencies and external partners
- Foster cross-functional collaboration
Qualifications
- Bachelor's degree in Marketing, Business Administration, or a related field
- Minimum of 10 years of marketing experience, with at least 3 years in a leadership role, preferably in the FMCG/Cosmetic/Pet Care industry
- Passionate about pets
- Minimum 6-7 years of work experience in a Marketing position
- Strong strategic thinking and leadership skills, with the ability to drive growth for the brand
- Ability to thrive in a fast-paced, dynamic environment
