Global Marketing Manager PNA (commercial)

Company overview

Asahi Europe & International is a premium scale brewery group headquartered in Prague with operations spanning Czech, Slovakia, Poland, Romania, Hungary, Netherlands, Italy, UK and with exports to over 90 countries. With over 128 years of history, our portfolio includes premium local and international brands including Pilsner Urquell, Tyskie, Dreher, Kozel, Peroni, Grolsch and Japan’s most well-known beer Asahi Super Dry.

With 15 world class breweries and around 10,000 people, we leverage our scale, our heritage, our brands as well as the capability and passion of our people to accelerate growth and the development of the category both locally and abroad.

Main purpose of the job

The Global Brand Team aims to spread the message of our brands worldwide to make them famous and support the long-term success of the brands. We are responsible for developing and producing world-class marketing and trade marketing assets through cross-functional and cross-markets collaboration to maximize synergies.

Functional overview

Based in London and reporting to the Global Brand Director, the Global Marketing Manager leads the strategic business development of our ambitious 2030 strategy into execution in key markets around the world.  With a remit to scale PNA like never before and make the brand a top 10 beer by 2030, close market partnership along with relevant formats & innovation will all be critical in order to reclaim PNA’s role as an icon of Italian style and ultimately win versus the competition.

The role is a unique opportunity for a commercially strong, high influence and transformation focused individual with a “GM Mentality” to play a truly leading role in how AEI participates in global beer today and into the future.

Major areas of responsibility

• End-to-end portfolio strategy: Partner with the Head of Brand and Head of Category to lead key elements of the end-to-end PNA portfolio strategy ensuring a powerful long-term commercial strategy lens.
• Commercial strategy & code for growth: Playing the commercial expert role in translating top-down (GBT to Market) and bottom-up (market to GBT) commercial viewpoints and being the overall link between the marketing and commercial community. Partner with the Head of Brand to lead end to end IAP across geographies to ensure quality of plans across GBT & markets and unlock value creation.
• Commercial expansion: Lead PNA’s growth strategy and close partnership with markets for successful geographical expansion in new markets.
• Innovation: Lead PNA’s innovation strategy in partnership with Global Innovation leads; commercialising validated concepts through to in-market launch. Lead strategic direction on launch strategy and build the end to end marketing asset toolkit for markets, while co-owning business cases.
• Regional x market lead: Orchestrate overall market engagement across levels and be the leader responsible for the market x GBT relationship, quality of market plan and in year delivery.

Accountabilities and deliverables 

• Manage the development and growth of the brand to deliver commercial and strategic value in an international environment. Ensure consistency and success in markets.
• Build strong relationships with stakeholders across the business. Understand local differences and support markets to manage the brand effectively through capability building and knowledge sharing and providing relevant brand assets to use.
• Maintain a proactive and integrated commercial approach with lead markets, which will include development and sign off local market portfolio strategy, business plans, route to market and organizational design and brand performance tracking.
• Develop effective commercial strategy in partnership with agencies, markets and internal business partners to deliver category growth for the brand, customers and consumers.
• Support and implement service level agreements (SLAs) with all Partner markets which define accountability for all relevant inputs and outputs. Based on the SLAs deliver high quality communication assets (including as relevant ATL, BTL, sponsorship platforms, PR, events) in partnership with lead markets.

Qualification criteria

• 8+ years of professional experience, preferably in a FMCG/consumer goods organization.
• International experience required (not necessarily work related)
• Proficiency in English a must, Italian a benefit but not mandatory
• Strong analytical skills and ability to analyse large sets of data while drawing key summary insights & recommendations (essential)
• A good knowledge / understanding of retail channels & merchandising experience
• A good understanding of FMCG brand P&L + value chains
• Experience with data sets from providers (such as) Nielsen / Circana / Kantar / Dunnhumby.
• Should have a generalist marketing background with a strong commercial focus.

Ready to Raise the Bar?

If you’re passionate about building brands that stand the test of time and want to make a difference on a global stage, we want to hear from you!

Apply now and become part of our journey to craft exceptional experiences, one iconic brand at a time.