Develop Beverages Long Range Business Plan based on 3 strategic pillars: acquisition, local brand development, international brand launch
Define a portfolio vision and high level strategy for the brands, including consumer focus, brand architecture and communication strategy.
Lead development and delivery of annual brand plan, including key insight identification, strategy definition, innovation and development of key initiatives
Have total P&L responsibility for the juice based beverage brands, delivering business plan commitments and ensuring their long–term health
Developed solid Category Long Range Business Plan 2007-2015 with competitive and highly consumer relevant business and brand re-stage in Poland. Successfully managed to buy TCCC and CCH Top Management into the plan and got their long-term commitment for high operational and marketing investments. Fully led annual business planning and implementation process, demonstrated clear leadership in development and successful implementation of brand and trade marketing programs (including massive MIT with 1000 participants distribution building program) that step changed TCCC juice brand market position in Poland. Juice Plan was evaluated as Best in Class in the Company and after approval and implementation became Best Practice for other markets in the world.
Demonstrated affective leverage of juice strategies from local development to Global and European directions which resulted in business optimization in terms of investments and profit generation.