Lead, plan, and execute the overall Wealth Segment Strategy, bridging traditional brand initiatives with progressive digital-first experiences to elevate premium market positioning.
Identify and understand target consumers through consumer insights, market trends, and category analysis to uncover growth opportunities for the Nescafé Classic business.
Define and localize the value proposition, message houses, and core narratives for YouTube Shorts and emerging creator features (including GenAI tools) across APAC.
Develop and own the long-term regional brand strategy and product portfolio, ensuring a differentiated market position and strong challenger brand proposition.
Champion evidence‑led decision‑making by translating brand performance data into clear insight, reporting, and guidance that supports leadership decision-making, business outcomes, and effective brand and campaign activity.