LafargeHolcim

  • Head Commercial Branding

    Posted Date 3 weeks ago(3 weeks ago)
    Job Code
    DJOB
    Country
    Switzerland
    Function
    Marketing and Innovation
    City
    Holderbank
    # of Openings
    1
  • 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.

    Responsibilities

    • 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

    Education/Qualifications

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

    Experience

    • 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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