Sr. Director, Marketing, US/Canada & Global Dairy Category Lead

The Sr. Director, Marketing, US/Canada & Global Dairy Category Lead leads the marketing for a region as well as a global category. In their global category role, they develop the marketing strategy for the category and drive the execution, with the regional category leads, to deliver the growth ambition. As the marketing lead for the region, they are focused on translating global category strategies into an execution plan which is followed by the G2M team to deliver the category growth and business segment ambition. They provide the plan needed to guide any specific regional insights, marcoms & digital marketing activity, and effectively sell the portfolio of category products and close more deals. They also champion the adoption of new differentiated marketing capabilities within the regional business.

Regional Marketing Leadership:

• Shapes global category strategies through the articulation of regional growth opportunities

• Derives the regional Marketing & G2M plan from the global category strategies

• Uncovers new growth pockets for the business; Works with the Global Market Data Analytics team to size and with the Global Category Leads to prioritize the opportunity

• Facilitates / runs the annual regional customer segmentation process to bring objectivity to customer allocation

• Ensures flawless execution of global & regional launches

• Ensures Insights, Marketing communication & digital COE plans are aligned to the business priorities and brand and position Ingredion well externally

• Drives the adoption of new differentiated marketing capabilities within the business

• Manages the Marketing budget and maximizes the return on investment

• Member of the Global Marketing team and member of the business commercial leadership team

• Insights, marcoms & digital (dotted reporting line to this role)

Global Category Leadership:

• Category Strategy: Develop the global category strategy (5+ yr horizon) to deliver the segment priorities. Work with the global application team to define the technical roadmap to deliver the category strategy.

• Strategy Execution: Work with the regional / country category marketers on the development & execution of a 0-18 month implementation plan; Oversee tracking of progress and corrective actions. Coordinate effective resources to support the execution of the strategy in the region.

• Category Business Reporting: Ensure results reported consistently across the business using the ARA classification. Guide the development of the budget & strategic plan.

• Category & Brand Appraisals: Regularly assesses sub-category performance at a customer brand level for texture & healthfulness vs. likely consumer expectation. Identify gaps that would revolutionize sub-category / brand appeal

• Market Intelligence: Market & competitor intelligence for the category providing updates to customers & Ingredion; Leverage inputs to shape strategy & plans.

• Customer Engagements & Opportunity Conversion: Participate in customer meetings to build market knowledge, inform solution development / proposal and help convert sales opportunities. Act as the Marketing lead for major global category customers and shapes account plans.

• Innovation & NPLs: Regularly gathers unmet customer needs and develop NPD briefs for the global R&D team to fuel the innovation pipeline; Business case development for new projects and acts as PBO, moving projects through ACE process; Launch new products, partnering with Sales/TS to commercialize.

• Portfolio Management: Define the product portfolio for the category

• Value Propositions & Value Pricing: Build the value propositions for new products along with the story and messaging of our product offering, to “make buying easy” for customers

• G2M Enablement: Work with G2M enablement team to develop global sales enablement tools. Train G2M team on global product portfolio and category trends / insights

• Prospecting: Support sales prospecting process through the development of target customer lists; Tracks progress on engaging with “must win” customers

• Pipeline Development: Partner with Sales / TS to drive opportunity pipeline growth for the category

• Marketing Communications & Demand Generation: Wor with the global brand & marcoms team to shape the external communications program, providing category and product portfolio specific knowledge and thought leadership content. Works with the digital team to deploy demand gener