Integrated Strategic Manager

Purpose of the job

• This role is accountable for shaping the next-generation Connected Consumer Journey and driving strategic transformation across how the brand communicates, connects, innovates, and measures impact.
• You will lead the ambition, frameworks, and roadmap that elevate the brand from touchpoint planning to orchestrated, data-driven experiences powered by insight, creativity, and performance intelligence.
• You act as the organization’s navigator for new consumer behaviors, new media ecosystems, and new ways of measuring value via: Consumer journey excellence, Brand campaign strategy & orchestration, Content & experience innovation, Measurement & effectiveness, multi-year learning agenda, Cross-functional integration.

Key activities

Architect the Future of the Connected Consumer Journey (15%)

• Build and evolve a holistic journey framework grounded in ZMOT–FMOT–SMOT, culture, platforms, commerce ecosystems, and local behavioral shifts.
• Define north-star experience principles that differentiate the brand (e.g., frictionless, personalized, contextual, immersive).
• Identify new pathways where technology, data, content, and moments collide to unlock disproportionate growth.
• Champion integrated thinking across Brand, Digital, Creative, Media, Ecommerce, and Sales.

Lead Innovation Across Content, Experience, Media & Trade (15%)

• Identify and pilot new beer experience innovations, including:
• Contextual targeting around drinking triggers
• Real-time moments (sports, events, celebrations)
• AI-driven content and personalization
• Innovation in experiential formats (festivals, nightlife, sampling)
• Retail media & modern trade collaboration
• Tech-enabled OOH, DOOH, point-of-sale experiences
• Evaluate partnerships with music/sports entertainment, creator ecosystems, nightlife venues, delivery apps, and emerging platforms.

Lead the Strategic Learning Agenda & Own Measurement Leadership on Brand’s Effectiveness Narrative (20%)

• Build a multi-year learning agenda to guide insight discovery, experimentation, audience planning, and content innovation.
• Determine what the business must learn about: platform behaviors, media efficiency, creative effectiveness, new tools & technologies
• Ensure all campaigns ladder up to the strategic learning roadmap with clear hypotheses and test design. Build a measurement ecosystem that connects brand building, experience quality, media performance, and commercial impact.
• Lead KPIs across the funnel: attention, engagement quality, brand lift, mental availability, conversion efficiency, total media ROI.
• Champion econometrics, experimentation frameworks (test–learn–scale), and always-on learning loops.
• Translate measurement into future investment principles and annual strategic guidance

Lead Brand Campaign Strategy & End-to-End Orchestration (50%)

• Lead the annual integrated campaign strategy for hero brands and key innovations.
• Translate brand vision & business objectives into:
• Cultural & consumer tensions
• Occasion-led strategic opportunities
• Communication territories & experience ambition
• Define campaign core idea, strategic narrative, and creative territories.
• Build multi-touchpoint experience frameworks connecting:
•  Creative
•  Media
•  OOH & proximity
•  E-commerce & delivery
•  Sponsorships, music, sports, nightlife
•  KOL & creator ecosystems
• Own the campaign playbook ensuring consistency across agencies & markets.
• Shape channel strategy, platform-by-platform, aligned with behaviour insights.
• Drive campaign-level measurement: brand lift, mental availability, penetration, ROAS, conversion, occasion impact

Knowledge and Experience

• Work experience: 10-12 years post graduate experience in related marketing fields
• Required work experience in field of expertise: 8 -12 years in brand/media/consumer strategy roles, ideally in: FMCG, Media/digital agencies, Strong track record shaping brand & commerce strategy across offline, online, experiential, OOH & trade, Experience driving cross-channel innovation, journey transformation, or multi-agency integration, Proven ability to influence senior stakeholders (Marketing Director, Sales Director, Commercial leads)..
• Education background: Bachelor or Master 
• Languages requirements: Excellent speaking and writing in English

• #LI-NV1