Senior Director, Global Marketing (FMCG)

My client is one of the fatest growing consumer brands and they are now in search of a senior global marketing director to transform the organization into a world-class, consumer-led branded business. It defines the global brand strategy, strengthens brand equity, and builds the marketing operating system that delivers consistent, high-quality execution across every market.

Objective

• Build a best-in-class global Marketing Centre of Excellence (COE)
• Bring structure, frameworks, and global consistency
• Elevate brand positioning globally while enabling regional flexibility

Key Responsibilities:

1. Brand & Marketing Frameworks

• Shape and execute global brand strategy (purpose, positioning, architecture, identity, experience principles, and long-term roadmap)
• Develop tools, playbooks, and guardrails for global consistency with smart local adaptation
• Grow brand equity, distinctiveness, and long-term value across all markets
• Lead global communications strategy, creative principles, central campaign platform, master assets, and modern content systems (modular, fast, reusable, always-on)
• Champion creative excellence and continuous improvement

2. Shopper & Consumer Marketing

• Deep expertise in consumer and shopper behaviour
• Translate global strategy into locally winning plans using consumer insights, customer realities, and channel dynamics
• Partner with regional marketing leaders to co-create annual brand plans and priorities
• Establish cross-regional forums to share best practices and raise performance

3. Data & Consumer Insights

• Define and govern global effectiveness frameworks (brand equity, communications performance, creative quality, regional scorecards)
• Build a continuous learning agenda to improve marketing ROI and business impact
• Use data and insights to drive customer-focused commercial decisions
  
  

4. Product & Packaging Innovation

• Collaborate with Product and Innovation teams to embed brand leadership into platforms, standards, and launch excellence
• Ensure innovation pipelines strengthen brand equity and deliver sustainable growth
• Apply experience across the full consumer goods value chain (including packaging and branding)
  
  

5. COE Creation

• Design and lead a world-class Marketing Centre of Excellence to elevate capability across all regions
• Own the enterprise marketing operating system (governance, processes, briefing standards, effectiveness tools)
• Build and manage the global agency ecosystem and deliver standards, assets, training, and governance
• Develop global talent and foster a consumer-obsessed, creatively ambitious, commercially accountable, and collaborative culture
• Serve as senior marketing advisor to regional leadership teams

Requirement:

• Fluency in English and any Asian Langage
• Minimum 18 years of senior marketing & brand leadership experience with a proven track record of building global brands and elevating marketing capability across mutiple markets

• Demonstrated success in building and running a Marketing COE, managing global agency ecosystems, and driving transformation in marketing ways of working

• Travel globally