- Develop profitable global category and brand growth strategies and clear priorities based on the analysisand understanding of consumer insights and those of the local operating companies, in line with thegroup mission and vision, market developments, competitive landscape, and financial aspects- Global category lead Digital, E-commerce and cost-out initiatives to improve profitability, createsynergies and reduce complexity- Ensure close working relationship with local markets stakeholders. Providing guidance in theimplementation and excellence in execution of the category and brand strategies across markets- Establish and share best practice marketing mix guidelines (brand, product, physical & mentaldistribution, pricing, promotion) based on consumer, shopper and trade customer insights- Conduct Category analysis (e.g. consumer and nutritional trends), providing insights and support to thedevelopment of strategic recommendations and big bet product innovations

- Ensure excellence in execution of the Global Commercial Craft Beer Strategy and Portfolio across European and Asia Pacific operating companies- Commercial business planning for the future 1-3 year period, including analysis and modelling to Senior Management incl. branding, portfolio, innovation, sales, supply and organizational set-up - Collaborate across global and local functions to gather relevant insights from consumer, customer, media, trends and geographies to develop business recommendations - Leadership, adding value with passion and influence (vs positional power) by identifying & sharing best practices and toolkits; working effectively with people at all levels across the organization

- Execute and drive the Commercial Cider Strategy and priorities across Europe, Africa & Central/South Americas, within guardrails of the Global Strategic Business Plan and Global Sales Strategy- Actively participating and lead global and local project teams in cross functional projects to ensure the successful expansion of the global market leader Strongbow Cider & a portfolio of Cider brands in new markets with a full commercial brand plan and category approach- Cooperate closely with global Brand, Sales and CMI functions to scale innovations and shape functional excellence into future business opportunities

- Deployment of the Western-Europe Craft Strategy (International Brands, brand line extensions & local Craft beer jewels) with the OpCo's to deliver on their Craft ambition as a high-end complementary revenue stream by ensuring the right commercial firepower and profitability with smart RTM for the Craft portfolio

- Lead the strategic and operational brand management, accountable for budget and team- Develop and execute future growth strategies (NPI) and lead the local positioning for the Brands - Lead marketing & promotion agencies and cooperate with other external providers (eg. Media)- Monitoring KPI’s in market, competition and trends. Ensure qualitative and quantitative evaluation and analysis of marketing activities and consumer research