JOB PURPOSE    

Provides strategic vision, guidance and tactical support in the development, planning and execution of the fragrance product portfolio for all the Latin America Region.  Evaluates strategies for the region individually and holistically to develop and offer recommendations.  Evaluates current and proposed strategic plans in Latin America region to increase product sales.  Ensures the accurate and consistent communication of information to management and key partners.  Generates and evaluates solutions to address NPD issues as they arise and provides recommendations in collaboration with PM of the project. Must work independently and navigate teams with ease.  In addition to Fragrances, this position will act as key liaison between Corporate Brand Development team and local marketing teams for all fragrance and its ancillaries’ product matters providing strategic input to ensure alignment to global strategy. 

With direction from the Director, LA Regional Marketing this position leads:

- the execution of the Fragrance Strategy and manages the LATAM Fragrance portfolio for MK    to be in top 5 market share.
- the development of fragrances and sampling strategies by independently working with the LATAM Core Fragrance Team, Fragrance House, and Creative Services to bring to market fragrances and launch collateral materials that are targeted to the Latin American consumer. 
- pricing, cost and branding campaign recommendations based on competitor information, product gaps and desired market share growth.
- the full product life-cycle including the creative brief for product concept, name, positioning story, packaging, marketing tool kit and branding campaign.

ESSENTIAL DUTIES AND RESPONSIBILITIES     

1. Under guidance of Director, LA Regional Marketing, leads the execution of the strategy for all LA Regional Specific Fragrances.  Also, oversees all supporting fragrance initiatives including ancillary products and scented sampling vehicles.

2. Drives the development process including: naming product, copy for products, packaging, promotions, and collateral materials developing brand strategy (including pricing, positioning, and product assortment).

3. Partners with Program Management and Operations to ensure timelines are met, negotiating and creating solutions to keep project on track.

4. Leads the creation and execution of Fragrance Launch Tool Kits (Consumer Marketing Materials, Advertising, PR, Web/ social and image assets to support Fragrance launches) for all the markets.  Briefs Creative Services and oversees that direction is met. Ensures budget targets are met and presents final concept, assets and campaign to local markets.  Serves as a consultant to local teams, helping to ensure successful deployment of new campaigns.

5. Provides business expertise and coaching relating to Fragrance Marketing efforts to local market teams. 

6. Identifies product gaps and needs for the region and proposes new product concepts (including Product Benchmark) based on research, in-depth consumer and competitive knowledge of the Latin America region marketplace. Acts as decision maker regarding the global product offering that impacts overall Company Sales. Consolidates the differences and similarities of the region needs and product gaps. Where local/regional product development is required, leads business case preparation with supportive product portfolio strategy, trends and data from key countries and presents recommendations to LATAM management, Brand Development and PLT members.

7. Develops quarterly LA competitive tracking of new products and trends. Serves as an expert resource regarding beauty industry competition and the future prospects of cosmetics market development in the region and acts as a liaison between markets and Corporate. Analyzes and identifies key trends and keeps Brand Development informed of internal product trends and product launch mix that could influence product direction, price, quality, packaging and launch mix.

8. Consults and makes recommendations to local market and Region leadership in regards to industry trends and preparing for future competitiveness. 

9. Partners with local marketing staff (Directors and Managers) to consolidate post launch results and performs analysis on the launch impact.  Works with them to identify opportunities and helps markets understand and apply key learnings for future launches.

10. Evaluates product success and prepares recommendations for phase-out decisions based on SKU analysis, markets trends and sales performance and communicates conclusions and recommendations to LATAM Management and Corporate Brand Development teams.

11. Performs other job duties and responsibilities as assigned from time to time.