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Global Brand Director - Castrol EDGE

BP International Ltd
Contract Type
Marketing & Public Relations
Expiry Date
20/12/2017 14:58:00
We are a global energy business involved in every aspect of the energy system. We have 75,000 employees in 80 countries, working towards delivering light, heat and mobility to millions of people, every day.

Job Description

The Global Brand Director is accountable for the Castrol EDGE brand across all channels - strategy, creative communication and project leadership of the pipeline of OD&I projects. Castrol EDGE is a billion dollar turnover power brand which is the flagship in the Cars market space, and a key driver of growth and profit in the Lubricants business. EDGE has a track record of rapid volume and GM growth in the IWS (Independent Workshops) and retail channels, while holding ground in FWS (Franchise Workshops) - with a vision to be our growth engine in the fast growing synthetics segment of lubricants.

The role has a global remit across all the channels, as well as strategic role across the wider Lubricants business.

  • Accountable for the Castrol EDGE brand strategy development and deployment across the focus markets globally - particularly Europe, USA, China, Russia and Australia.
  • Responsible for product management of the global EDGE and EDGE Professional portfolio, including product stewardship, product brand architecture, Streamline, ODIMS and PICASSO.
  • Develop a 10 year innovation strategy, with bold innovations that help redefine the lubricants category - lead the team of Innovation Managers who run all OD&I projects (Offer Development & Innovation) on EDGE and EDGE Professional and inspire project teams for on-time delivery.
  • Develop deep insight into customer, consumer, OEMs (Original Equipment Manufacturer) and channel needs and competitor responses, to develop Creative Communication across all relevant media.
  • Inspire all deployment teams in focus markets with the growth possibilities of Castrol EDGE and orchestrate the tracking of aligned KPIs on annual plans.
  • Lead the Global EDGE Network and actively participate in all global team meetings, market strategy refreshes, Cars& Bikes meetings, to improve performance of Cars& Bikes brands and processes.
  • Ensure that OD&I projects are planned well in advance of OEM and industry spec changes, to deliver the most relevant product portfolio to all markets.
  • Lead the development and deployment of visible thought leadership for Castrol in the areas of brand management, DIFM ('Do It For Me') customer and mechanic advocacy and innovation.
  • Lead the interface with GAM (Global Accounts Management) on OEMs needs and in joint marketing with them
  • Accountable for EDGE having the most efficient portfolio of products, and periodic simplification
  • Responsible for developing detailed annual marketing plans based on the brand strategy and SPU (Strategic Performance Unit) needs, and leading their deployment and tracking across OUs and focus markets.
  • Responsible for the pricing strategy on all EDGE and EDGE Professional ranges.
  • Accountable for all products approved for Genuine oils and non-partner OEMs.
  • ​Accountable for the direct ASP (Advertising Sales & Promotion) budget of $6M.

Bachelor Degree required.

  • Professional marketer with deep B2B and B2C experience - an understanding of the workshop channel is preferred.
  • Project management with multi-functional teams and complex deliverables.
  • Global or regional job in a matrix structure.
  • Ability to handle uncertainty and overcome obstacles with multiple stakeholders.
  • Proven experience in working with technology and in motivating scientists to first-mover innovations.
  • Bias for action, strong drive and energy.
  • Direct ASP budget of $6m; Influence on the global EDGE ASP budget of $75m; strong influence on the global Cars& Bikes business results .
  • Managing the motivation of the multifunctional project teams, with uncertain and fast changing movements from internal functions, budgets, suppliers and competitors.
  • Balancing the requirements of the partner OEMs with the need to create a unique brand.
  • Nurturing the brand health with a new proposition, in diverse markets, with new media models.
  • Influencing stakeholders across functions and markets towards a team mindset, particularly the deployment of the strategy and content in the 5 lead markets.
BP International Ltd