Senior Manager, Marketing Stills, Morocco

Job Description: Senior Manager – Stills (WAMA Franchise ) 

Function: Frontline Marketing – Franchise 
Reports to: Senior Director, WAMA Marketing 
Location: Ivory Coast, Algeria, Morocco, Ghana, Algeria 

Role Overview 

The Senior Manager – Stills is the strategic category leader for the Stills portfolio within the Franchise. This includes beverages such as Juices, Sports Drinks, Teas, Water, and other non-carbonated categories, depending on the Franchise structure. 

As part of the Frontline Marketing organization, this role leads the Stills growth agenda, shaping portfolio strategy, guiding innovation, driving consumer-centric brand plans, and partnering with bottlers and Commercial teams to ensure exceptional market execution. The role acts as the enterprise steward for the Stills category—balancing consumer needs, system economics, and long-term portfolio health. 

This role is critical because Stills categories are highly competitive, fast-evolving, and central to consumer well-being trends, requiring a leader with strong consumer insight, operational discipline, and cross-functional orchestration capabilities. 

Key Responsibilities 

1. Portfolio Leadership & Growth Strategy 

• Lead the end-to-end Stills category strategy, including brand roles, portfolio architecture, occasion mapping, and whitespace identification. 

• Analyze category, consumer, and competitive dynamics to inform strategic choices. 

• Partner with OU Category & Portfolio Teams to translate OU frameworks into locally relevant strategies. 

• Develop long-term business strategies that drive category penetration, premiumization, and value share growth. 

2. Brand Stewardship & Marketing Excellence 

• Serve as category owner for all Stills brands—ensuring strong positioning, clear brand guardrails, and annual brand plans. 

• Partner with IMX and Design teams to deliver impactful campaigns, creative assets, and integrated experiences. 

• Ensure brand storytelling reflects consumer needs, cultural relevance, and category drivers (e.g., health & wellness, hydration, naturalness). 

• Lead annual business planning (ABP) inputs for the Stills category. 

3. Innovation Pipeline & Category Futureproofing 

• Lead end to end innovation—from consumer insights, concept development, and R&D collaboration to launch activation. 

• Ensure innovations align with category trends such as functional benefits, low/no sugar, hydration, performance, etc. 

• Partner with Frontline Marketing, R&D, Supply Chain, Commercial, and Finance to deliver scalable and profitable innovations. 

• Oversee innovation governance, stage gates, and pipeline prioritization for Stills. 

4. Commercial & Bottler Partnership 

• Act as the key marketing interface with bottler partners for Stills business planning and execution. 

• Support revenue growth management (RGM) initiatives including pack-price architecture, channel strategies, and promotional effectiveness. 

• Partner with Customer & Commercial teams to ensure superior marketplace execution across MT, TT, On-Premise, and e-commerce. 

• Lead cross-functional alignment to ensure brand availability, visibility, and distribution priorities are met. 

5. Insights, Analytics & Performance Management 

• Leverage consumer, shopper, and market insights to inform decisions and drive portfolio optimization. 

• Monitor category performance, brand health, competitive threats, and business KPIs. 

• Use data, forecasting, and analytics to guide strategic interventions and course corrections. 

• Lead routines with OU Insights and Category teams to maintain one version of the truth. 

6. Capability Building & Marketing Orchestration 

• Support the development of category expertise and stills capability across Franchise teams and bottlers. 

• Lead category-specific training and knowledge sharing on trends, consumer needs, and brand strategy. 

• Drive consistent ways of working through tools, frameworks, planning rhythms, and IMX integration. 

• Ensure high-quality marketing orchestration across functions (IMX, Commercial, RGM, Supply Chain, Insights). 

Success Measures 

• Sustainable category growth in volume, value share, and profitability. 

• Strong brand equity and improved brand affinity across Stills brands. 

• Successful launch and scaling of high-impact innovation. 

• Strong execution of Stills strategy across markets and retailers. 

• Improved alignment between Franchise, OU, and bottler teams. 

• Robust, insight-driven strategies that futureproof the Stills portfolio. 

Experience & Qualifications 

• 7+ years of experience in marketing, category management, portfolio strategy, or innovation roles. 

• Experience working in beverage, FMCG, or health & wellness categories preferred. 

• Strong understanding of brand-building, insights, and category strategy development. 

• Experience managing cross-functional teams and influencing senior stakeholders. 

• Excellent analytical skills with comfort using category and retail data sources. 

• Proven ability to work in complex, multi-country or Franchise environments. 

Leadership & Behavioral Expectations 

• Consumer-Centric: deeply understands emerging needs, occasions, and category motivations. 

• Strategic & Analytical: connects data, trends, and insight into sound strategic choices. 

• Growth Mindset: future-oriented, curious, and willing to explore new category frontiers. 

• Influential Communicator: able to align diverse stakeholders across the system. 

• Enterprise Mindset: acts with the system’s best interest and collaborates seamlessly across teams. 

• Operational Discipline: structured, organized, and skilled at orchestrating complex initiatives. 

Other Considerations 

• Some travel may be required for market visits, bottler engagements, and category/consumer immersions. 

• Strong integration with OU category teams and bottlers is essential to success.