Role Purpose
Please double check you have the right level of experience and qualifications by reading the full overview of this opportunity below.
Senior Director, Marketing – BeLux is the most senior marketing leader for Belgium & Luxembourg, responsible for shaping and delivering the total marketing strategy for one of the EU OU’s most important markets (part of Top9) across all categories and brands.
This role plays a central part in delivering the EU OU’s growth ambition: by leading the transformation of BeLux marketing, strengthening system alignment, elevating creative & IMX excellence, accelerating brand penetration, and ensuring strong integration with Commercial, PACS, Strategy, Insights and bottler leadership.
The Senior Director leads a diverse, multi-disciplinary team and provides strategic direction, inspiration, and operational discipline across brand management, IMX, creative, media, innovation, and commercialization, ensuring that centrally developed strategies, assets and toolkits are made locally relevant and executed flawlessly for BeLux consumers and customers.
What You’ll Do for Us
1. Portfolio Leadership & BeLux Strategy
Lead the end-to-end marketing strategy for all brands and categories across BeLux.
Translate global and EU OU category strategies into locally relevant, insight-driven, commercially grounded growth plans.
Build long-term portfolio vision and annual brand plans that strengthen equity, grow penetration, and drive sustainable NSR & OI performance.
Identify opportunities to outperform competition through consumer insights, disruptive ideas, IMX integration and category innovation.
2. Annual Business Planning & Performance Management
Co‑lead the BeLux Annual Business Plan with the VP BeNeLux and the Senior Director Customer & Commercial.
Define portfolio and brand KPIs across brand health, NSR/OI, penetration, category share and retail execution.
Lead performance routines with Directors & Senior Managers, driving accountability, agility and course correction.
Ensure marketing plans reinforce commercial strategy, RGM direction, customer priorities and system investment choices.
3. System Leadership & Bottler Partnership
Serve as the senior marketing counterpart to bottler (CEP) leadership for BeLux.
Build unified and integrated system plans, ensuring alignment across brand, commercial, IMX, customer activation and execution.
Influence bottler decision making on media investment, visibility, pack strategy and in‑market execution standards.
Lead joint governance forums and ensure seamless partnership across marketing and commercial workstreams.
4. Localization & Central Category Team Collaboration
Act as the key interface between EU OU Category Teams and the local BeLux market.
Ensure centrally provided strategies, IMX assets, creative platforms, innovation toolkits and media frameworks are translated & optimized for BeLux cultural, commercial and competitive realities.
Represent BeLux needs and insights into the OU to shape future global & regional work.
5. Innovation, Creative & IMX Excellence
Guide innovation pipeline activation, ensuring readiness, speed, prioritization and in‑market excellence.
Partner with IMX, Creative and Media Directors to deliver world‑class, culturally resonant, full‑funnel experiences.
Ensure creative excellence, digital acceleration, precision media, real‑time marketing and best‑in‑class shopper activations.
6. Cross‑Functional & Network Leadership
Partner with BeLux leaders in Customer & Commercial; Strategy & Insights; PACS; Finance; RGM; Supply Chain & Franchise.
Ensure end‑to‑end integration of marketing, commercial, RGM and customer strategies.
Represent BeLux as a Top 4 to Top 9 market in Europe OU network forums.
7. People Leadership, Culture & Capability
Lead, coach and develop Directors, Senior Managers and Managers across the BeLux marketing organization.
Build a high‑performance, consumer‑obsessed, creative and commercially minded team culture.
Ensure strong succession planning and attract, develop, retain top marketing talent.
Foster an agile, collaborative, inclusive ways of working culture across the system.
8. Governance, Stewardship & Operational Excellence
Ensure compliance with brand governance, SRA, claims approval, sustainability requirements and responsible marketing policies.
Drive operational discipline in performance management, budgeting, investment decision making & measurement.
Ensure excellence in execution across media, creative, shopper and commercial channels.
Qualifications & Experience
Bachelor’s degree required.
12–15+ years of progressive marketing leadership experience within FMCG or related industries.
Experience leading multi‑brand portfolios with measurable business impact.
Proven leadership of Directors, Senior Managers and cross‑functional teams.
Strong system leadership experience (bottler partnership highly preferred).
Deep expertise in brand strategy, innovation, media, IMX, insights, creative development and commercialization.
Demonstrated ability to build localized, insight‑driven plans from centrally provided strategies & toolkits.
Exceptional influencing, communication, cross‑functional & strategic storytelling capability.
Experience leading in high stakes, fast‑paced, matrix environments.
Fluency in English; French and/or Dutch preferred.
What We Can Do For You
Strategic Leadership: Own the entire BeLux marketing agenda with high visibility across BeNeLux and Europe OU.
System Influence: Shape consumer, customer and executional impact through deep partnership with CCH.
Cross‑Functional Impact: Work closely with senior leadership across commercial, PACS, insights, media, creative and strategy.
Career Acceleration: Develop in a priority Top 4 to Top 9 market with exposure to OU leadership. xlxgzvr
Creative & Commercial Opportunity: Bring disruptive innovation and bold ideas to a fast moving, competitive market.
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