• Head Commercial Branding

    Posted Date 3 months ago(8/27/2018 2:09 AM)
    Job Code
    Marketing and Innovation
    # of Openings
  • Overview

    Commercial Branding across all Business Segments is a key enabler for growth and competitive advantage. The incumbent will work with country marketing teams to develop and support the branding strategy through a structured process.


    The ideal candidate will thrive in a cross-functional and collaborative environment and have a deep understanding of LafargeHolcim’s target audience. He /She will be responsible to transform our various initiatives and innovative product offerings into a compelling narrative that inspires users. In addition, the position will also play a critical part in internal brand strategy and go-to-market processes to help bring company programs to consumers in a holistic and consistent way. 


    He / She will contribute to Group transformation through leveraging the power of local brands to create an emotional link with the end-user and eventually build loyalty and price premium.


    He/she will provide expertise and support to the regions and countries for products/commercial brand management, media planning and brand equity measurement.


    He/She will also support the countries in managing the Net Promoter Score process especially in setting up and training the country resources.


    Additionally He/she is also responsible for management of global product/commercial brands and facilitating execution. He/she is also expected to support the Segment teams in charge of global offers such as Infrastructure, Oil & Gas and Read-mix.


    • He / She will create a commercial branding approach to improve quality of country level brand architecture, brand positioning, brand communication and brand equity measurement. Also provide inputs for the development of the global brand strategy.

    • He / She will work with countries on:
      • Creating a system for countries to self-evaluate their proficiency in commercial branding.
      • Create and deploy training programs for improving the competency levels of country teams on commercial branding topics including developing effective value propositions.
      • Create a mechanism for best practice sharing on the topic of commercial branding.
      • Provide in country hands on support, in select projects, to develop value propositions, commercial strategy and effective execution of brand strategy.
      • Tracking the development of the brand equity in countries.
    •  He / She will work with group Business Segment managers on:
      • Developing a branding strategy to support new product / service solutions.
      • Support in development on transfer kits for new products / services. 
      • Act as quality control and strategic filter throughout the planning process. Encourage regular communication and collaboration to elevate productivity and ensure prompt resolution of misalignments.

    • He/She will support countries by directing the identification, development and execution of CXM methodologies and tools (including NPS) to drive business decisions and tactical execution plans that achieve financial goals


    • University degree, preferably Master’s degree in Business Administration, Marketing, Post graduate in Business Management is an advantage


    • 15+ years’ experience in Marketing in a business or country
    • Major and proven success in Marketing or branding in a business or country
    • Experience (Min 5 years) in sales or business management role.
    • Experience (min 5 years) in management positions in multinational and multi-cultural environment.

    Knowledge & Skills

     Technical / functional skills:

    • Experience in Brand Equity valuation
    • Expert level understanding of Marketing strategy and translating it into an appropriate Commercial branding strategy
    • Expert level in most facets of branding
    • Expert level in MROI (Marketing Return on Investment) and understanding business finance
    • Successful experience in developing and managing product/commercial brand strategy on elements such as naming, positioning, identity, execution and valuation.
    • Experience in managing an NPS process is a plus.

    Behavioural competencies:

    • Ability to work transversally with wide cross section of countries
    • Ability think Global and act local – should be capable of adapting the function implementation to local needs

    Language Requirements

    Fluent in English. Additionally any other language widely spoken in the Group is a plus

    Travel Requirements

    Able to travel extensively (30-50%) to work locations.


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