The posting
Position Summary: The Director, Marketing Activation is the commercial owner of a specific business unit’s brand performance, accountable for driving revenue, margin, market share and consumer demand through strategic planning, consumer insight and cross-functional execution. This leader functions as the GM of the brand, guiding a team through annual business planning, in-market execution, innovation pipeline development and commercial health tracking. Acting as the primary P&L marketing owner for their business unit this individual builds the marketing strategy, develops brand plans, sets promotional priorities and orchestrates execution across sales, product, operations and the Integrated Marketing team. They balance analytical rigor with consumer intuition, owning both the strategic growth roadmap and the day-to-day marketing calendar for their BUs. Why This Role Matters: The Director, Marketing Activation is the connective tissue between customer insight, commercial strategy and in-market execution. They are marketing products, driving profitable growth, increasing customer relevance and building brand equity within a competitive landscape. Their leadership ensures the BU achieves both short-term wins and long-term success. Who They Are: This individual is a data-savvy brand builder and commercial strategist. They’ve led CPG or telecom-style brand P&Ls, understand the interplay between pricing, promotion, and demand and know how to influence across the organization to make things happen. They are both a storyteller and a numbers person, balancing the art and science of brand leadership. A passionate people leader and builder of cross-functional trust, they make marketing an engine of growth. Key Responsibilities: Brand Ownership & Business Strategy
Own brand strategy and positioning within the business unit, ensuring alignment with enterprise brand principles and BU-specific consumer jobs-to-be-done. Lead development of the BU brand plan, including segmentation, targeting, pricing architecture, product mix and whitespace opportunities. Translate business goals into marketing strategies that drive volume, margin and share. Lead long-range business planning in collaboration with Finance, Product and Sales, anchoring growth in data-driven marketing levers.
Annual Planning & Commercial Execution
Develop and execute the BU’s annual marketing calendar, including campaigns, promotions, product launches and merchandising initiatives. Collaborate closely with Sales, Channel Marketing and Product to align marketing efforts with in-market realities and operational capabilities. Set promotion and offer strategy, using historical performance, competitor intelligence and forecast modeling to inform decisions.
Consumer Insight & Brand Health
Own consumer understanding for the BU managing segmentation, need states, path-to-purchase and post-purchase behavior. Monitor brand health, competitive performance and customer feedback; turn insights into action. Partner with Integrated Marketing on campaign brief development and performance tracking.
Innovation & Product Marketing
Work with Product Development on the business unit's innovation roadmap ensuring new product launches are rooted in consumer insight and have clear go-to-market strategies. Define launch positioning, messaging and marketing investment for new offers and experiences.
Budget Ownership & Performance Tracking
Manage the BU marketing budget including promotional offers, creative and media contributions. Own revenue and margin forecasts tied to marketing inputs. Use dashboards and MBRs to track performance against plan; optimize in real-time.
Team Leadership & Cross-Functional Influence
Lead and mentor a team of brand marketers, channel marketers and analysts. Drive collaboration across Integrated Marketing, Sales, Finance, Product and Care. Champion test-and-learn culture and accountable marketing practices.
Qualifications:
Bachelor’s degree required; MBA or related graduate degree strongly preferred. 10+ years in brand management, marketing, or commercial strategy roles with demonstrated accountability for business outcomes. Experience owning a brand or product P&L; telecom, tech, or CPG industry experience preferred. Strong analytical and strategic planning skills with proven results in revenue and margin growth. Comfortable operating in matrixed organizations and influencing at executive levels. Skilled in consumer insights, competitive analysis, and full-funnel marketing strategy.
