Customer & Brand Experience Manager

📌 Core Information

🔹 Job Title: Customer & Brand Experience Manager

🔹 Company: Mars

🔹 Location: Amsterdam, Noord-Holland, Netherlands

🔹 Job Type: Full-Time

🔹 Category: Marketing & Branding

🔹 Date Posted: April 29, 2025

🔹 Experience Level: 5+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading the Customer Activation and Brand Experience team to drive growth of Champion Petfoods brands (Acana and Orijen) across EMEA.
• Collaborating with the EMEA Marketing and Sales Team to ensure support for growth objectives and successful retailer collaboration.
• Developing and implementing a 3-year Customer and Market Activation strategy, including best practices, optimal KPI definition, continuous improvement, and delivering best-in-class capabilities.
• Managing and developing a team of direct reports, including clear succession and career planning for high potentials.

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of the EMEA market dynamics to drive brand growth and team success.

📋 Key Responsibilities

✅ Develop and own the most efficient activation model for the region, identifying efficient tools and mechanics, mapping synergies, and implementing a team process of activation development.

✅ Develop, deliver, and communicate the Regional Activity Plan in line with the Regional Portfolio and Activation prioritization aligned at Growth Planning.

✅ Line management and development of a team of direct reports, including clear succession and career planning for all high potentials.

✅ Foster strong relationships with retailers and internal stakeholders to ensure successful collaboration and growth.

ASSUMPTION: This role involves a mix of strategic planning, team management, and stakeholder engagement, requiring strong communication and influencing skills.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing or a related field.

Experience: 5+ years of experience in trade marketing, customer or shopper marketing, or sales in FMCG.

Required Skills:

• Deep understanding of local market dynamics in the EMEA region, including consumer behavior, retail landscape, and cultural nuances.
• Strong relationship-building, networking, and influencing skills to navigate organizations through formal and informal channels.
• Proven ability to adapt global strategies for local execution.

Preferred Skills:

• Experience in pet food or related industries.
• Fluency in multiple European languages.

ASSUMPTION: Candidates with experience in FMCG, trade marketing, and a strong understanding of the EMEA market will be best suited for this role.

💰 Compensation & Benefits

Salary Range: €70,000 - €90,000 per year (Estimated, based on market research for similar roles in the Netherlands)

Benefits:

• Learning and development support, including access to Mars University.
• Company bonus.

Working Hours: Full-time, with flexibility for remote work discussed during the interview process.

ASSUMPTION: The salary range is estimated based on market research for similar roles in the Netherlands. Actual compensation may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Mars operates in the Food and Beverage Manufacturing industry, with a focus on pet care, food, and confectionery.

Company Size: Mars is a large organization with over 10,000 employees globally, providing ample opportunities for growth and collaboration.

Founded: Mars was founded in 1911 by Frank C. Mars and has since grown into a global business with a strong commitment to its Five Principles.

Company Description:

• Mars is a family-owned business with a rich history and a strong commitment to its values and principles.
• The company is known for its iconic brands, including M&M's, Snickers, Wrigley, and Pedigree, and is committed to creating a positive impact on the world.
• Mars offers a diverse range of products and operates in various markets, providing opportunities for employees to grow and develop their careers.

Company Specialties:

• Pet care, including brands like Pedigree, Whiskas, and Royal Canin.
• Food, with brands such as Uncle Ben's, Dolmio, and Masterfoods.
• Confectionery, including brands like M&M's, Snickers, and Wrigley.

Company Website: Mars.com

ASSUMPTION: Mars' large size and diverse product portfolio offer applicants a wide range of opportunities to grow and develop their careers within the organization.

📊 Role Analysis

Career Level: This role is a mid-level management position, offering opportunities for growth and development within the organization.

Reporting Structure: The Customer & Brand Experience Manager will report directly to the EMEA Marketing Director and will manage a team of direct reports.

Work Arrangement: This role is primarily on-site, with flexibility for remote work discussed during the interview process.

Growth Opportunities:

• Progression to a more senior role within the marketing or brand management functions.
• Expansion into other regions or markets, given Mars' global presence.
• Development of leadership and management skills through line management and team development responsibilities.

ASSUMPTION: This role offers strong growth opportunities for the right candidate, with a clear path for career progression within the organization.

🌍 Location & Work Environment

Office Type: Mars' Amsterdam office is a modern, collaborative workspace designed to foster innovation and creativity.

Office Location(s): Mars' Amsterdam office is located at 6885 Elm St, McLean, Virginia, US.

Geographic Context:

• Amsterdam is a vibrant, multicultural city with a strong business ecosystem and a high quality of life.
• The Netherlands has a robust economy and a strong focus on sustainability and innovation.
• The EMEA region offers a diverse range of markets and cultural nuances, providing opportunities for growth and learning.

Work Schedule: The standard workweek is Monday to Friday, with flexibility for remote work discussed during the interview process.

ASSUMPTION: The Amsterdam office provides a dynamic and engaging work environment, with ample opportunities for collaboration and growth.

💼 Interview & Application Insights

Typical Process:

• Online application submission.
• Phone or video screening with the HR team.
• In-depth interviews with the hiring manager and other stakeholders.
• Final interview with the EMEA Marketing Director.

Key Assessment Areas:

• Market knowledge and understanding of the EMEA region.
• Strategic thinking and problem-solving skills.
• Leadership and team management capabilities.
• Relationship-building and influencing skills.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of the EMEA market dynamics and consumer behavior in your application materials.
• Prepare examples of your past achievements in trade marketing, customer marketing, or sales that showcase your ability to drive growth and collaboration.

ATS Keywords: Trade Marketing, Customer Marketing, Shopper Marketing, Sales, Market Dynamics, Consumer Behavior, Retail Landscape, Cultural Nuances, Relationship Building, Networking, Influencing, Team Management, Strategy Development, KPI Definition, Continuous Improvement, Collaboration

ASSUMPTION: Mars' recruitment process is designed to assess candidates' skills and fit for the role, with a focus on market knowledge, strategic thinking, and leadership capabilities.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• CRM software (e.g., Salesforce, SAP CRM)
• Marketing automation tools (e.g., Marketo, HubSpot)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on the team's preferences and the organization's standards.

👔 Cultural Fit Considerations

Company Values:

• Quality: The consumer is our boss, quality is our work, and value for money is our goal.
• Responsibility: As individuals, we demand total responsibility from ourselves; as Associates, we support the responsibilities of others.
• Mutuality: A mutual benefit is a shared benefit; a shared benefit will endure.
• Efficiency: We use resources to the full, waste nothing, and do only what we can do best.
• Freedom: We need freedom to shape our future; we need profit to remain free.

Work Style:

• Collaborative and team-oriented, with a focus on open communication and active listening.
• Results-driven, with a strong commitment to delivering high-quality work and achieving objectives.
• Adaptable and flexible, with a willingness to learn and grow in a dynamic and evolving environment.

Self-Assessment Questions:

• How do you embody Mars' Five Principles in your daily work?
• Can you provide an example of a time when you successfully navigated a complex organization to achieve your goals?
• How do you approach continuous learning and development in your role?

ASSUMPTION: Mars' Five Principles are at the core of the company's culture and guide decision-making and behavior. Candidates should be prepared to demonstrate their alignment with these values during the interview process.

⚠️ Potential Challenges

• Managing a team across multiple markets with diverse cultural nuances and retail landscapes.
• Balancing global strategy with local execution to drive brand growth and collaboration.
• Navigating a large, complex organization to build relationships and influence stakeholders.
• Adapting to Mars' unique culture and Five Principles, which may differ from other organizations.

ASSUMPTION: These challenges can be overcome with strong leadership, strategic thinking, and a commitment to Mars' values and principles.

📈 Similar Roles Comparison

• This role is similar to a Brand Manager or Trade Marketing Manager, but with a stronger focus on customer experience and market activation.
• In the EMEA region, this role may differ from similar positions in other markets due to the diverse cultural nuances and retail landscapes.
• Career progression in this role may lead to more senior marketing or brand management positions within Mars or other organizations.

ASSUMPTION: Candidates should research similar roles and consider their unique aspects when applying for this position.

📝 Sample Projects

• Developing and implementing a successful customer activation campaign in a key market, driving brand growth and retailer collaboration.
• Conducting market research to identify consumer behavior trends and adapt global strategies for local execution.
• Managing a team project to deliver a Regional Activity Plan, aligned with the Regional Portfolio and Activation prioritization.

ASSUMPTION: These sample projects demonstrate the strategic and tactical aspects of the role, showcasing the candidate's ability to drive growth and collaboration.

❓ Key Questions to Ask During Interview

• How does this role fit into Mars' long-term growth strategy for the Champion Petfoods brands in the EMEA region?
• Can you describe the team structure and dynamics, and how this role will collaborate with other functions within the organization?
• How does Mars support the professional development and growth of its Associates in this role?
• What are the key performance indicators (KPIs) for success in this role, and how will progress be measured?
• How does Mars foster a culture of innovation and continuous improvement in its marketing and brand management functions?

ASSUMPTION: These questions demonstrate the candidate's interest in the role, the organization, and its culture, while also gathering valuable information to inform their decision-making.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Mars careers portal.
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on trade marketing, customer marketing, or sales experience in the FMCG industry.
• Prepare examples of your past achievements in driving growth and collaboration, demonstrating your ability to succeed in this role.
• Follow up with Mars' HR team one week after submitting your application to confirm receipt and inquire about next steps.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.