Head of Marketing LACDM - General Mills

General Mills has been bringing food the world loves to Latin America & Mexico for more than 24 years. We're rooted in tradition, yet we’re driven to change the future of our industry. To break away from the pack, we welcome all backgrounds, ideas and perspectives to our table. And we remain passionate about continual learning, setting higher goals and empowering advancement. If you share our endless passion for pursuing new ideas and making them real, help us accelerate our success and discover what's next.

Overview:

Position Summary:  

This role  will be responsible for the strategic development, planning and activation of the Annual Marketing plan in LACDM, ensuring this plan delivers revenue and profit targets according LACDM 3OP plan. LACDM is a $200MM RNS and 28% EBIT ROS business. Complexity involves managing multiple countries, channels, distributors. LACDM, especially Mexico, is critical in our Accelerate vision and will deliver strong double digit profitable growth in the next years  This role  lead the overall brand and shopper  strategy in accelerate, priority and run markets , providing appropriate leadership and recommendations to the Commercial Director, influencing, and working cross-functionally to deliver growth initiatives.

Main Responsibilities / Decision Making  & Managing the business responsibilities

Core Responsibilities:

• Develop powerful whole brands strategies that drive brand performance, lead execution to deliver top and bottom-line targets defined in the annual plans.
• Co Partner with Commercial Director to build and create growth initiative to accelerate and generate demand in accelerate and priority markets.
• Link and translate Marketing GEMs Priorites into LACDM Market.
• Build a sustainable strong working relationships with key brand stakeholders and global connectors BTD´s , to ensure a strategic brand  aligned to LACDM brand vision and strategies.
• Be a strong connector with our Distributors to ensure they understood the Marketing strategy and implement in PoS
• Be an enabler between GM marketing team in LACDM and Distirbutor marketing, Category area to ensure a well connection between marketing, innovation and execution plans.
• Lead and approve impactful implementation of the NPD and renovation pipeline
• Strategically partner with Commercial and Finance functions to define growth strategies for the brand across channels.
• Lead Develop, drive, and execute strategic and competitive marketing plans and trade channel strategies (annual trade plans and promotional calendar).  
• Lead the marketing team on innovation projects, adapt communication and digital comms
• Be a leader and enabler for Mex MKT team in pass LACDM Strategy and global innovation ( PMR Updates) for NV, HD, BC
• Lead and define Shopper marketing strategies , ensure close follow up to execution at POS
• Ensure the link between plans and key initiatives and bring to life innovation.
• Read and translate Marketing data & market intelligence info , shopper trends and trade information to unlock  management in making better decisions and strategies for business growth.
• Provide recommendations and solutions to improve LACDM Commercial projects according 3OP.

• Responsible for these strategies: Pricing across LACDM in partner with SMR role ,  products positioning in the market and market share growth 
• Responsible for the management of the brand P&L. Understand and respond to the drivers of performance, working in partnership with the commercial teams to optimize plans to deliver annual priorities.
• Plan and define respective Budget. Ensure the greatest return for every dollar forecasted to spent. Ensure timely and efficient reconciliation of Marketing spend. 
• Ensure that our Commercial Team, Distributors and Agencies have the right materials and information to activate locally our brand plans
• Make decisions on how to best utilize the budget for the markets (i.e., brand split)
• Understand local consumers needs and translate into strategies that help grow the business in those markets
• Lead portfolio review and pricing in the markets on a regular basis to provide recommendations
• Lead the Shopper and Brand areas plans
• Strategic leadership and collaboration across the cluster and region teams to ensure delivery of agreed sales and profit targets copartner with Finance Head
• Align , define and connect business commercial plans with New Product development or innovations
• Co partnering with HRBP in LACDM Talent strategy in creating strong culture and organization across the region including career & talent planning, rewards & recognition, etc. 
• Internally develop marketing team and influence in all LACDM areas development
• Conduct performance appraisal and individual development plan to ensure functional strength and career progression. 

Education , Experience +Skills Needed

Education

• Bachelor’s Degree in related field. MBA is an advantage.

Experience

• 10 years+ brand or trade marketing experience
• Required:
• Experience managing distributors.
• Experience leading teams (direct reports).
• Excellent experience in Retail Marketing/Trade Marketing / Category Management or Modern Trade Sales from Consumer Goods /FMCG Industry 
• Full understanding of Modern Trade customers and their needs  

Competencies/ Behaviors :

• Strong strategic leadership
• Strong analytical experience, ability to use data to develop breakthrough business strategies
• A proven ability to deliver change to tools and processes, and to deliver improvements to a team’s way of working 
• Strong influencing, negotiation, and presentation skills 
• Experience in P&L management and A&CP budgeting
• Ability to identify and pursue opportunities to deliver great outcomes 
• Knowledge of panel/continuous data and exposure to a wide range of market research techniques used in building brands
• Learning Mindset – exhibits curiosity and desire to build expertise

We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best — bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what’s next.