Position Title: Regional Brand Manager
Position Type: Regular - Full-Time
Position Location: San Juan
Requisition ID: 34550
Job purpose
The Regional Brand Marketing & Consumer Insights Manager (RBMCIM) plays a key role in shaping and executing brand communication strategies across Central America & the Caribbean. Aligned with the McCain Brand Book, this position ensures brand consistency within key demand spaces and consumption occasions while reinforcing McCain’s leadership across Retail, Food Service, and QSR channels.
The RBMCIM leads marketing initiatives by managing advertising and research agencies, analyzing consumer and market insights, and developing targeted marketing plans for both B2C and B2B audiences. Additionally, they oversee the marketing budget, ensuring alignment and transparency with the Finance team.
This role requires close collaboration with internal stakeholders, including the Marketing Department, Commercial Regional Managers, and Key Accounts, while also maintaining engagement with Latam Marketing leadership to drive strategic impact.
Duties and responsibilities
Owner of the Brand Equity & Communications KPIs, overseeing the Brand Health scorecard, tracking and setting specific actions behind improving the brand´s KPIs. Manages the Advertising, Media & Digital agency and all related topics, including (but not limited to): media & production investmentgenerating creative briefs to meet objectives for all advertising and public-facing communications (print, digital, video assets, etc.)establishes priorities and approves all creative strategy, copy, artwork, media mix & digital content, aligned to the overall Brand guidelines & business strategyestablishes and tracks campaign KPI’sLeads B2B and B2C communication strategy and execution by managing the media mix across the customer lifecycle, ensuring the alignment of communications and messaging in all channels.Responsible of coordinating the production of visual content in the Centro de Co-Creación Culinaria, located in Guatemala & Dominican Republic in coordination with the Development Team.Responsible of coordinating all data research needed, including correct agency briefing, validating methodologies, approving questionnaires, etc. Gather consumer and market insights to inform outreach strategies, increase customer conversions, and generate more qualified leads.Present ideas and recommendations to internal and external teams, and communicate with senior leaders about marketing programs, strategies, and budget.In charge of designing, aligning, and executing the communication strategies within the Big Bets, supporting innovation, events and other major initiatives in the Master Plan.Give input regarding Master Plan overall communication strategy for Retail, FS & QSR and supports any specific action regarding the brand/products.Owner of Calatin +, the internal communication platform to educate the Calatin team regarding marketing concepts such as insights, barriers, KPIs, media and other related topic with the objective of elevating the overall “marketing acumen” of the organization.Responsible for the Communication budget, coordinating the overall alignment of the approved budget to invest behind business priorities and to fully support the Marketing strategy needs, including Master Plan, Brand Equity communications and other on-going programs. This role also serves as Marketing Budget Champion, leading monthly validation of budget compliance with the rest of the Marketing team members and gives monthly visibility to Finance regarding the phasing of the investments.
Qualifications
Bachelor’s degree in marketing, business, or related fields.Minimum three to five (3-5) years of experience working in Marketing (middle mgmt.)Scope of experience must include multiple countries (+2), ideally full CA and Caribbean.Other Marketing or Customer-marketing positions in FMCG Industry a plus. Experience managing Advertising agency a must, including media mix and investment. Experience working with research agencies and other marketing service vendors & proven experience in data analysis.Experience in coordinating visual content production via Advertising agency. Strong technical, analytical and systems skills; (Microsoft Excel, Power Point, Word etc.Fully Bilingual in Spanish and English verbal, oral and written communication skills. Excellent presentation skills. Marketing budget management as a must.
Other Skills
Business management skills include data analysis and strategic planning.Proven negotiating skills; can negotiate skillfully in a tough situation with both internal and external stakeholders.Project management skills and projects implementation.Proven ability and experience working with, and through, cross functional teams.Proven ability to present materials to senior/executive level people (internal and external).Proficient in presentation creation and development.Self-starter, proactive and independent thinker.Capable of managing and prioritizing multiple initiatives of varying complexity.Interpersonal savvy, resilient, manages ambiguity, situational adaptability and drives results.
Others:
Direct reports: None
Travel: 35%
McCain Foods is an equal opportunity employer. We see value in ensuring we have a diverse, antiracist, inclusive, merit-based, and equitable workplace. As a global family-owned company we are proud to reflect the diverse communities around the world in which we live and work. We recognize that diversity drives our creativity, resilience, and success and makes our business stronger.
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Job Family: Marketing
Division: CALATIN
Department: Marketing Calatin
Location(s): PR - Puerto Rico : Other : Reference job description || PR - Puerto Rico : San Juan Metropolitan Area : Guaynabo || PR - Puerto Rico : San Juan Metropolitan Area : Trujillo Alto
Company: McCain Calatin Inc.