Brand Activation Lead

Job Description

Job Description:

As a Brand Activation Lead in Royal Canin Korea, you serve as both a Creative Architect of the Pet Owner Journey and a Business Architect shaping how our brand operates across the organization. You bring our super‑premium brand to life with insight‑driven, high‑impact activation, while also leading the One Demand planning process and building the marketing operating models that ensure consistency, efficiency, and scale. Acting as a strategic advocate for both the brand and pet owners, you align teams, guide specialists, and design the frameworks that elevate how the brand is experienced and how the business delivers it.

1) Strategic Brand Leadership & One Demand Ownership

• Develop brand strategy and define marketing priorities in partnership with local, regional, and global teams.

• Lead the One Demand annual planning process and contribute to the 5‑year strategic roadmap across Pet Professionals, Pet Specialty Retail & Omni‑Channel, Brand & Pet Owner, and Corporate Affairs.

• Serve as the One Demand facilitator, leading Local Demand Leadership Reviews to align priorities, interlock plans, and ensure cross‑channel integration.

• Define and align the annual Marketing Calendar, ensuring clarity of timing, sequencing, and cross‑functional ownership.

• Build strategic frameworks and guardrails that drive aligned, insight‑based brand activation across all channels and teams.

2. Creative & Integrated Activation Leadership

• Lead and continuously optimize the overall brand activation strategy, ensuring it reflects brand priorities, market dynamics, and pet owner needs.

• Oversee annual cross‑VCM media planning, aligning demand spaces and channels with One Demand priorities and ensuring cohesive, full‑funnel activation across teams.

• Translate the strategy into high‑quality omni‑channel activation, guiding content, creative, and channel choices to ensure premium brand expression in the market.

• Partner with the Pet Owner Experience team to design and deliver a super‑premium, end‑to‑end consumer journey.

• Provide strategic direction, feedback, and quality control to Brand Activation Specialists across digital, social, influencer, and PESO activations.

3. Insights, Performance & Investment Governance

• Track brand health, category dynamics, competitive signals, and pet owner insights—and turn them into actionable direction with local/regional/global alignments

• Assess long‑term pet population trends and category growth outlook to inform strategic planning and future activation priorities.

• Plan and manage A&P investments, ensuring strategic prioritization, impact, and business efficiency.

• Use performance measurement, testing (A/B), and optimization cycles to drive continuous improvement across activation programs.

4. Marketing Operating Model Design & Cross-Functional Alignment

• Continuously evolve the marketing operating model to enhance local relevance, consistency, speed, and organizational effectiveness, while embedding the global content & media model into local ways of working.

• Lead alignment across all demand channels and cross‑functional partners to enable One Demand transformation and ensure a unified approach to planning and activation.

• Define and maintain clear processes, ways of working, and collaboration models, ensuring they are consistently adopted across teams and agencies.

5. Team Leadership & Capability Development

• Lead, coach, and develop Brand Activation Specialist, elevating their skills in brand storytelling, digital activation, and performance management.

• Build an externally focused learning culture with BAPO, ensuring the team continuously absorbs market, consumer, and digital trends and translates them into better activation.

What are we looking for?

• Minimum. 10 years of brand management experience, preferably in global FMCG

• Extensive brand management (strategy and activation) experience, preferably in companies with a D2C/ CRM business model

• University graduate or above

• Effective written or verbal communication in English at all levels, both internally and externally

• Excellent interpersonal skills in an international environment

• Experience collaborating with cross-functional teams and agencies

• Strong leader who has the potential to grow within

What will be your key competencies?

• Strategic Mindset

• Drive Engagement

• Manages Complexity

• Communicates Effectively

• Nimble Learning

What can you expect from Mars?

Work with diverse and talented Associates, all guided by the Five Principles. Join a purpose driven company, where we’re striving to build the world we want tomorrow, today. A strong focus on learning and development support from day one, including access to our in-house Mars University. An industry competitive salary and benefits package, including company bonus.