Director -Brand Building&BPM, | Koç Kariyerim

What awaits you in this role?

We are looking for a passionate Director - Brand Bulding and Brand Portfolio Management who will join our team at Global Brand Management Directorate in Beko Corporate.

The Global Director-Brand Bulding and Brand Portfolio Management will lead the global brand strategies and executions for all brands of Beko Corporate Beko, Whirlpool, Bauknecht, Hotpoint, Ariston, Indesit globally, ensuring alignment with overall business objectives and market demands. This role is pivotal in defining and driving the positioning, equity, and performance of these brands across all regions while steering global marketing efforts to deliver impactful results.

This role reports directly to the Executive Director - Global Brand Management.

• Define and manage global brand portfolio including business case development and brand rationalization efforts.
• Define the overarching brand strategies, including price positioning, brand objectives, and market clustering
• Efficiency support to regional/local brands like Hitachi, Arcelik, Blomberg, Arctic.
• Establish and evolve brand positioning strategies, such as brand pay-offs, identity territories, and core messaging frameworks.
• Develop and lead the end-to-end brand strategy, including positioning, tone of voice, messaging architecture, and narrative direction
• Develop and maintain global brand guidelines to ensure consistency and alignment.
• Lead creative agency pitches and manage relationships with global creative agencies.
• Oversee the development of 360° brand equity campaigns, ensuring campaigns resonate across regions while addressing regional consumer insights and legal compliance.
• Actively contribute to global campaign ideation, including brand/lifestyle content beyond New Product Introductions.
• Develop master campaign content for New Product Introductions, including visual assets, attributes, and value propositions.
• Drive alignment across regions for product facia and roadmapping processes to feed into Global Product Management teams.
• Define globally master marketing plans, including objectives and tactical frameworks.
• Create global Point of Sale (POS) materials and retail designs to enhance consumer engagement and drive sales.
• Lead global commercial acceleration initiatives, focusing on trade-oriented brand communication projects.
• Develop strategies and materials to support trade and retail partners in delivering brand value to consumers. 
• Partner with product, growth, and marketing teams to ensure a unified and high-impact brand performance.

The position is located in İstanbul, Türkiye.

 How do we describe the perfect match?

• Proven track record in managing and scaling global brands within consumer goods or durable goods industries.
• Extensive experience in brand portfolio management, multi brand management, brand strategy, creative development, and 360° campaign management.
• Expertise in global and regional market dynamics, consumer insights frameworks.
• Strong conceptual and strategic thinking with the ability to connect brand strategy to consumers
• Strong leadership and stakeholder management skills, with the ability to lead cross-functional and agency teams.
• Experience in brand positioning, marketing communication development, and commercial activation.
• Analytical mindset with the ability to develop and interpret business cases and brand rationalization plan that enhance performance.
• Commercial mindset with data focus, and creative in delivering high-impact campaigns.
• A forward-thinker who excels at driving growth by exploring new ideas and embracing innovative marketing strategies.