Overview
This role is a part of the global energy team, within our International Beverages organization. This role reports to the VP of Energy and Transformation, within International Beverages. This role is responsible for global expansion of the Energy Business (Sting and Ad Rush) across markets, building second and third brand for growth within the category (Ad Rush, TBD on third brand), the portfolio strategy for Energy (which brands in which markets including testing and piloting new brands and propositions).
Responsibilities
Lead global expansion of Sting across international marketsDrive accelerated expansion of Sting across priority anchor and non‑anchor markets (ex‑US/Canada). Own market prioritisation, senior stakeholder alignment, and end‑to‑end launch strategy, working closely with regions, OUs, and bottling partners. Build and localise the full launch mix—including consumer proposition, product strategy, brand role, SOV, value positioning, and go‑to‑market plans to ensure scalable yet locally relevant execution.
Own end‑to‑end market launch planning and executionLead complex, multi‑market workstreams spanning launch planning, communications, learning agendas, and optimisation of best practices. Navigate high‑stakeholder complexity while balancing global consistency with local market needs.
Build and scale a second global energy brand (Adrenaline Rush)Lead the development and expansion of Adrenaline Rush to strengthen the energy portfolio, improve profitability, and recruit more mainstream consumers. Translate established brand fundamentals into market‑ready launch strategies, including communication objectives, creative development, and rollout plans across priority markets.
Partner with markets while leading decision‑making and influenceServe as the central brand lead across global expansions—taking direct ownership of key decisions while influencing bottlers, markets, and senior stakeholders where shared ownership is required.
Lead innovation and core product workstreams for the brand portfolioOwn innovation and renovation pipelines in partnership with R&D and Innovation teams, expanding beyond core propositions into incremental consumer need spaces. Identify opportunity areas, guide testing and validation, select launch markets, and lead global rollout planning.
Shape and evolve the long‑term global energy portfolio strategyDevelop and own the global portfolio strategy across energy need states (e.g., Mental Fuel, Tasty Fuel, Hydration & Fuel), including identifying white spaces—particularly in developed markets such as Europe. Drive alignment with senior leaders across IB, R&D, and Innovation to ensure strategic focus and executional clarity.
Collaborate cross‑functionally at scaleWork closely with bottlers, Commercialization, R&D, Innovation, and regional teams to ensure strong alignment, disciplined execution, and sustainable growth across the global energy portfolio.
Qualifications
10 years of marketing experience within the CPG/Beverages industry.
Experience within BU markets as well as sector or global roles.
Robust experience within developing and emerging markets.
BA required (MBA strongly preferred).
Strong collaboration & influencing skills – must align markets/regions with different priorities and agendas to a common approach they feel good about.
Strong working knowledge of the beverages industry and understanding of franchise model.
Experience managing agency partners to deliver brand experiences and engagement platforms.
Experience leading internal cross‑functional teams to develop and launch new programs/platforms.
Highly analytical, motivated, decisive leader with excellent managerial skills.
Strategic mind with an ability to think broadly, refine questions, and influence decision makers.
Global outlook with sensitivity and awareness of social and cultural differences.
Willing to travel internationally 25‑50% of the time.
Ability to lead strong talent within the team; ability to work collaboratively with the IB team (energy portfolio team, other energy brands, innovation, insights, design, commercialization).
Differentiated competencies:
Inspirational Leadership. Outstanding capacity to set the agenda and positively persuade teams displaying high levels of energy and confidence.
Storyteller. Connecting the dots, simplify multiple sources of data and create compelling cases rooted in facts and consumer/customer insights.
Change Management. Ability to balance the permanent tension between keeping the sense of urgency and staying calm at moments of stress.
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