Director - Meals Marketing

Responsibilities:

• Own brand performance KPIs: Volume, Share, Equity (Meal Salience)
• Lead full-funnel marketing for Meals: Drive ATL, Digital/Social, Influencer, Retail Media, and on-ground activations
• Lead a full spectrum of Meals initiatives: AWO thematic campaigns, Food Aggregators, QSR, Mitrchuankin (), 7E meals
• Develop Mitrchuankin () as a holistic consumer x customer engagement platform: Build mental availability (consumer) and physical availability (customer), and increase meal incidence at POS
• Collaborate cross-functionally: Partner with AFH, Trade Marketing, and ComEx to uplift meal incidence and deliver perfect store visibility
• Optimize A&M investment: Manage budgets and ensure spending effectiveness to maximize impact for the Meal initiative

Qualifications:

• Experience & proven success in AFH ecosystem/customers/channels – chained customers, independent eateries, Food Aggregator platforms
• Strong E2E multi-agency and cross-functional team management
• Matrix organizational experience—can navigate complex organizational structures & influence stakeholders
• Operate at different altitudes—a long-term strategic thinker, but with the ability to drive excellence in execution
• Balanced left & right brain—strong creative thinking with data-led & analytical competencies
• Consumer Centricity – proactive in mining for deep consumer & customer insights
• Outside-in Approach – curiosity & constantly benchmarks/learns from external best practice