Marketing Manager – General Retail and Mass Consumer Goods Sector

Purpose of the role

Lead the marketing strategy of a leading organization in the general retail and food sector in Colombia, ensuring the growth and positioning of its brand portfolio, connection with consumers and profitable demand generation across multiple channels.

• Design and execute the corporate marketing and brand portfolio strategy.
• Lead the development of 360° campaigns integrating traditional media, digital and trade marketing.
• Manage market research, consumer intelligence and industry trends.
• Define brand architecture, positioning and portfolio extensions.
• Align the marketing strategy with commercial and sales teams to drive in-channel execution.
• Manage the marketing budget (A&P) with a focus on efficiency and return.
• Lead the product innovation strategy and market launches.
• Manage creative, media and research agencies.

• Brand equity and top-of-mind awareness of key brands.
• Market share by category.
• Launch success: sales vs. target in the first 6 months.
• ROI on media investments and activations.
• End-consumer NPS (Net Promoter Score).
• A&P budget efficiency over net sales.

• Deep understanding of the Colombian and Latin American consumer.
• Experience building brands in mass, highly competitive markets.
• Ability to integrate brand strategy with commercial execution.
• Leadership of creative and analytical teams in parallel.
• Digital vision with experience in data-driven marketing and personalization at scale.