Focus, Scope, & Impact:

The ASP OU Fanta Brand Director develops and shapes brand growth strategy to drive sustainable growth for the brand in ASP market, working in partnership with Global Teams and Brand Market teams. The role accelerates system growth by driving alignment, leading cross-market pilots, and embedding best-in-class practices, always in close partnership with country teams.

• Drive the brand strategy for Fanta in ASP by championing transformational growth in close collaboration with Local and Global marketing teams
• Co-creates and supports the development of Long Range Plans (LRP), strategic OU ABP and strategic OU programs by collaborating with the Global Brand team, the ASP OU Brand network, and other functions.
• Accelerate Fanta's Performance in ASP OU
• Co-develops annual brand plans with Senior Category Lead and Country Brand Teams by landing category/brand programs and innovation launches with global consistency and local intimacy at the same time
• Aligns country and functional teams on category priorities, building scalable programs, and offering brand guardrails to ensure scale and brand consistency across markets.
• Leads and participates in key global/regional projects to ensure maximum synergy across markets in partnership with all departments to maximize outcome and speed. 
• Regional brand stewardship
• Develops comprehensive understanding of the brand’s consumer base, their attitudes and behaviors to formulate the appropriate integrated consumer marketing and communication programs which will enhance brand imagery and deliver the appropriate change in consumer attitudes and consumption behaviors towards each brand within the portfolio 
• Pilots and implements new programs, gathers activation results and feedback, and recommends refinements to global teams.
• Forges collaborative partnerships with country teams, agencies, and key stakeholders, facilitating “test, learn, scale” approaches across geographies.
• Champions cross-market learning, actively identifying repeatable success and supporting efficient scale-up through capability building and knowledge sharing.
• Elevates system capability, leading creative councils, charter initiatives, and network rituals to promote knowledge sharing and best-in-class execution.
• Develops and mentors category team members, fostering a collaborative and forward-thinking culture.

Experience & Critical Requirements

• 8-12+ years in regional category or portfolio leadership, with significant experience in cross-geography program development and multi-functional partnership.
• Strategic thinking: ability to leverage root cause analysis to identify performance drivers and capitalize on cross-category strategic opportunities.
• Strong track record in leading Categories and brand E2E programs, innovation pipeline
• Solid understanding and application of marketing fundamentals (e.g., brand positioning, brand architecture, consumer analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) flexing within different local contexts.
• Storytelling Expertise: Proficient in translating data insights into compelling narratives that inspire executive leadership and make a case for portfolio growth.
• Demonstrated ability to lead cross-functional teams, inspire stakeholders, and align diverse resources around shared goals.
• Experience operating effectively within matrixed, system-based organizations
• Passion for “one team” culture, continuous learning, and embedding scalable solutions.

Communication focus:

• Serves as the regional face of the category, articulating vision, priorities, and results across all levels.
• Ensures regular engagement and alignment with OU/global and market teams for program execution and feedback exchange.
• Inspires the system by sharing success and fostering learning, always championing system integration, upskilling, and continuous improvement.