Director, Brand Management, Stills, RO

Reports To: Senior Director I or Senior Director II Marketing Romania (TBC) 
 

Role Purpose 

The Director, Marketing – Romania leads the development and execution of brand strategies for one of the country’s major trademarks or brand clusters. Operating at JG12, this role translates global and OU category plans into locally relevant, insightdriven, growthoriented brand plans that strengthen equity, drive penetration, and deliver fullfunnel consumer impact. 

As a marketing leader in a strategically important EU OU market (T9) , the Director partners closely with the Senior Director IMarketing – Romania, bottler teams, the Sr Director Customer & Commercial, Finance, Legal, Insights, IMX, PACS, and Digital/Commerce. The role manages Senior Managers/Managers to deliver outstanding creative, IMX activation, innovation execution, and campaign performance. 

The GM retains full P&L accountability; the Director Marketing manages DME within guardrails set by Senior Director Marketing and aligned to the GM. 

What You’ll Do for Us 

1. Brand Strategy & Annual Planning 

• Lead the annual brand planning process for the assigned trademark or brand cluster. 

• Translate global and OU strategies into insight-driven, culturally relevant, commercially grounded brand plans. 

• Identify growth opportunities using Romanian consumer insights, category data, cultural trends, and competitive analysis. 

• Define brand objectives, target audiences, demand spaces, and KPIs aligned with the Romania marketing strategy. 

2. FullFunnel IMX & Creative Execution 

• Lead development and execution of fullfunnel marketing plans including communication, IMX, media, digital, PR, experiential, and inmarket activation. 

• Localize global creative platforms into distinctive, highquality Romanian executions. 

• Partner with Creative, IMX, and Media leads to ensure strong content, storytelling, and asset deployment. 

• Ensure inmarket excellence through rigorous planning, agency leadership, and continuous optimization. 

3. Innovation Activation & Commercialization 

• Lead activation of innovation launches for the assigned brands, ensuring readiness across proposition, pack, claims, communications, and activation. 

• Input market insights to influence OU/global pipeline development. 

• Ensure postlaunch evaluations deliver learnings to inform future innovation cycles. 

• Align with crossfunctional partners (Technical, PACS, Supply Chain, Legal, Insights) to deliver strong commercialization. 

4. Connections, Media & Digital 

• Partner with Media & Connections teams to drive strong channel strategy, audience planning, media quality, and digital effectiveness. 

• Ensure creative assets and media plans reinforce fullfunnel objectives, brand health, and ROI. 

• Support digital acceleration, precision marketing, and learning agendas. 

• Align with Sr Director Customer & Commercial for shopper and retail media activation. 

5. System, Bottler & CrossFunctional Collaboration 

• Act as the daytoday brand lead with Romania bottler teams, ensuring unified planning and strong execution. 

• Collaborate with Finance, PACS, Legal, Insights, Digital/Commerce, and Commercial to ensure integrated brand/business delivery. 

• Represent brand plans and needs in OU Category and IMX forums as required. 

• Ensure system alignment on investment choices, inmarket execution, and KPIs. 

6. DME Stewardship & Governance 

• Manage the brand’s DME (Direct Marketing Expenses) within the guardrails set by Senior Director Marketing and GM. 

• Drive disciplined investment decisions grounded in ROI and longterm equity building. 

• Support annual DME planning, inyear reallocation, forecast accuracy, and financial governance. 

• Ensure compliance with claims, legal, responsible marketing, sustainability, and brand governance standards. 

7. Brand Performance Management 

• Track brand performance across equity, penetration, frequency, NSR, GM, share, and media effectiveness. 

• Lead regular performance reviews, diagnose issues, and recommend corrective actions. 

• Ensure campaign and activation KPIs are defined, measured, and embedded into future plans. 

• Champion datadriven decision-making and measurement rigor. 

8. People Leadership & Capability Building 

• Lead, coach, and develop Senior Managers/Managers across brand, creative, IMX, and media disciplines. 

• Build capability in brand strategy, digital, insights, IMX, creative development, and commercialization. 

• Foster a highperformance culture grounded in creativity, accountability, inclusion, and operational excellence. 

• Contribute to succession planning and talent development within the Romania Marketing team. 

Qualifications & Experience 

• Bachelor’s degree required;  

• 8–12 years of brand management or marketing experience in FMCG/CPG. 

• Proven experience activating global/OU strategies at the local market level. 

• Strong expertise across brand strategy, IMX, creative development, media, digital, and innovation. 

• Experience collaborating with bottler/franchise organizations preferred. 

• Strong leadership, influencing, and cross-functional collaboration skills. 

• Fluent in English; Romanian preferred. 

What We Can Do for You 

• Opportunity to lead a major trademark in a strategically important EU OU market. 

• High visibility with Romania Franchise Leadership, Europe OU, and system partners. 

• Work across all facets of brand building, innovation, media, and integrated marketing. 

• Strong career path toward Senior Director I Marketing roles.