Consumer, Channel & Customer Marketing Director

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General Description of the Role

The Consumer, Channel & Customer Marketing (CCCM) Director is responsible for leading JWN’s end‑to‑end demand engine across Jamaica and Partnership Markets. This includes brand strategy, communication, shopper conversion, customer activation, and the innovation pipeline. The role integrates consumer/brand, communication & digital, customer/channel & shopper, insights & analytics, experiential marketing, and Partnership Market development to deliver sustainable growth in line with Group priorities and the House of Brands. Success in this role is measured by delivering NSV, market share, penetration, equity, and CAAP, while ensuring all plans are insight‑led, budget disciplined, and flawlessly executed in collaboration with cross‑functional teams and external partners.

Mission/Objectives

• Establish JWN as the benchmark in brand building, communication, experiential excellence, and customer engagement in the region.
• Lead the integrated marketing strategy (consumer, channel, customer) for Jamaica and Partnership Markets.
• Ensure brand, communication, channel/shopper, and experiential plans are aligned to business goals and global guidelines, with measurable KPIs.
• Optimize A&P investment with strict budget control and ROI discipline.
• Map the long‑term trajectory of brand performance, role, and positioning.
• Build a high‑performance organization across brand, comms/digital, insights, shopper, and experiential functions.

Key Performance Indicators (KPIs)

• NSV targets met or exceeded.
• Brand equity and share KPIs trending positively (awareness, penetration, equity, share).
• Annual plans completed on time, with clear KPIs and cross‑functional alignment.
• Activities executed on time and on budget, with learnings captured and acted upon.

Key Responsibilities and Activities

A. Strategic Leadership & Portfolio Direction

• Translate Group/House of Brands strategies into local, insight‑led plans.
• Define annual integrated plans linking brand ambition, media/comms, shopper conversion, customer programs, and experiential activations.

B. Brand & Consumer Marketing

• Approve brand strategies and annual brand plans across the domestic portfolio.
• Oversee A&P allocation and phasing to maximize ROI and deliver NSV and equity KPIs.

C. Brand Communication, Digital, PR & Insights

• Lead communication strategy across media, digital, and PR.
• Govern insights & analytics agenda, embedding data‑driven decision‑making.
• Manage agency ecosystem with clear deliverables and performance reviews.

D. Customer, Channel & Shopper Marketing

• Set channel strategies (On‑Trade, Off‑Trade, Wholesale/Retail) and shopper activation frameworks in partnership with Sales.
• Ensure trade programs, POSM, and joint business plans convert consumer demand at point of purchase.

E. Experiential Marketing

• Lead experiential strategy across Jamaica and Partnership Markets (consumer events, trade events, bartender trainings, brand activations).
• Oversee experiential A&P, ROI discipline, and compliance.

F. Partnership Markets

• Define growth paths for priority markets, aligning distributor plans with brand priorities.
• Ensure co‑creation with Partnership Market teams and alignment with global House of Brands.

G. Budget & Investment Management

• Lead A&P planning cycle, monthly reviews, reallocations, and compliance.

H. Cross‑Functional & External Leadership