Senior Manager, Marketing Stills, Morocco

Job Description: Senior Manager - Stills (WAMA Franchise )

Function: Frontline Marketing - Franchise
Reports to: Senior Director, WAMA Marketing
Location: Ivory Coast, Algeria, Morocco, Ghana, Algeria

Role Overview

The Senior Manager - Stills is the strategic category leader for the Stills portfolio within the Franchise. This includes beverages such as Juices, Sports Drinks, Teas, Water, and other non-carbonated categories, depending on the Franchise structure.

As part of the Frontline Marketing organization, this role leads the Stills growth agenda, shaping portfolio strategy, guiding innovation, driving consumer-centric brand plans, and partnering with bottlers and Commercial teams to ensure exceptional market execution. The role acts as the enterprise steward for the Stills category-balancing consumer needs, system economics, and long-term portfolio health.

This role is critical because Stills categories are highly competitive, fast-evolving, and central to consumer well-being trends, requiring a leader with strong consumer insight, operational discipline, and cross-functional orchestration capabilities.

Key Responsibilities

1. Portfolio Leadership & Growth Strategy

• Lead the end-to-end Stills category strategy, including brand roles, portfolio architecture, occasion mapping, and whitespace identification.

• Analyze category, consumer, and competitive dynamics to inform strategic choices.

• Partner with OU Category & Portfolio Teams to translate OU frameworks into locally relevant strategies.

• Develop long-term business strategies that drive category penetration, premiumization, and value share growth.

• Serve as category owner for all Stills brands-ensuring strong positioning, clear brand guardrails, and annual brand plans.

• Partner with IMX and Design teams to deliver impactful campaigns, creative assets, and integrated experiences.

• Ensure brand storytelling reflects consumer needs, cultural relevance, and category drivers (e.g., health & wellness, hydration, naturalness).

• Lead annual business planning (ABP) inputs for the Stills category.

• Lead end to end innovation-from consumer insights, concept development, and R&D collaboration to launch activation.

• Ensure innovations align with category trends such as functional benefits, low/no sugar, hydration, performance, etc.

• Partner with Frontline Marketing, R&D, Supply Chain, Commercial, and Finance to deliver scalable and profitable innovations.

• Oversee innovation governance, stage gates, and pipeline prioritization for Stills.

• Act as the key marketing interface with bottler partners for Stills business planning and execution.

• Support revenue growth management (RGM) initiatives including pack-price architecture, channel strategies, and promotional effectiveness.

• Partner with Customer & Commercial teams to ensure superior marketplace execution across MT, TT, On-Premise, and e-commerce.

• Lead cross-functional alignment to ensure brand availability, visibility, and distribution priorities are met.

• Leverage consumer, shopper, and market insights to inform decisions and drive portfolio optimization.

• Monitor category performance, brand health, competitive threats, and business KPIs.

• Use data, forecasting, and analytics to guide strategic interventions and course corrections.

• Lead routines with OU Insights and Category teams to maintain one version of the truth.

• Support the development of category expertise and stills capability across Franchise teams and bottlers.

• Lead category-specific training and knowledge sharing on trends, consumer needs, and brand strategy.

• Drive consistent ways of working through tools, frameworks, planning rhythms, and IMX integration.

• Ensure high-quality marketing orchestration across functions (IMX, Commercial, RGM, Supply Chain, Insights).

• Sustainable category growth in volume, value share, and profitability.

• Strong brand equity and improved brand affinity across Stills brands.

• Successful launch and scaling of high-impact innovation.

• Strong execution of Stills strategy across markets and retailers.

• Improved alignment between Franchise, OU, and bottler teams.

• Robust, insight-driven strategies that futureproof the Stills portfolio.

• 7+ years of experience in marketing, category management, portfolio strategy, or innovation roles.

• Experience working in beverage, FMCG, or health & wellness categories preferred.

• Strong understanding of brand-building, insights, and category strategy development.

• Experience managing cross-functional teams and influencing senior stakeholders.

• Excellent analytical skills with comfort using category and retail data sources.

• Proven ability to work in complex, multi-country or Franchise environments.

• Consumer-Centric: deeply understands emerging needs, occasions, and category motivations.

• Strategic & Analytical: connects data, trends, and insight into sound strategic choices.

• Growth Mindset: future-oriented, curious, and willing to explore new category frontiers.

• Influential Communicator: able to align diverse stakeholders across the system.

• Enterprise Mindset: acts with the system's best interest and collaborates seamlessly across teams.

• Operational Discipline: structured, organized, and skilled at orchestrating complex initiatives.

• Some travel may be required for market visits, bottler engagements, and category/consumer immersions.

• Strong integration with OU category teams and bottlers is essential to success.