1. Strategy & Business Leadership:
• Develop a 3-year consumer acquisition and penetration growth strategy aligned with Friso's business ambitions.
• Identify the most attractive growth opportunities through analysis of consumers, competitors, channels and market dynamics.
• Translate business objectives into annual acquisition, conversion, retention and loyalty plans.
• Recommend investment priorities and resource allocation to maximize commercial returns.
• Lead annual planning, demand forecasting, business reviews and performance management processes.
• Establish clear KPIs and scorecards to measure acquisition effectiveness and business impact.
2. Commercial Leadership:
• Own acquisition-related business KPIs and actively contribute to overall category growth objectives.
• Partner with CCD and Sales teams to drive recruitment and conversion across priority channels.
• Evaluate investment efficiency and ensure acquisition programs deliver measurable ROI.
• Lead business case development for key acquisition initiatives and growth opportunities.
• Monitor business performance and recommend interventions to close performance gaps.
3. Consumer Insights & Analytics
• Leverage consumer data and digital analytics to inform decision making.
• Develop segmentation strategies to drive acquisition efficiency and improve lifetime value.
• Track acquisition funnel metrics and identify opportunities to improve conversion and retention.
• Build learning agendas and continuously optimize acquisition performance through testing and measurement.
4. Leadership & Stakeholder Management:
• Lead multifunctional project teams across Marketing, CCD, Finance, Supply Chain, Medical and E-
commerce.
• Influence senior stakeholders and align teams around growth priorities.
• Coach and develop team members to build future marketing and commercial leadership capability.