Growth & Promotion Strategy Lead

Reporting to the Strategy & Business Development Director within the Bel France Business Unit, you will be the key point of reference for the company’s promotional strategy.

Your role will be to define, lead and activate a high-performing promotional strategy to drive the growth of our categories and brands.

You will ensure that our promotional investments:

• accelerate the growth of our categories and brands;
• address consumer and retailer expectations;
• are based on a deep understanding of the market, competition and shopper behaviour;
• are effectively translated into our customers’ business plans;
• generate tangible impact in stores and in the field.

You will work closely with the Marketing, Sales, Category Management and Supply Chain teams, alongside the RGM Promotion & Trade Terms Manager, who is responsible for optimising value creation and profitability.

1. Define and lead the company’s promotional strategy

Working closely with the RGM Manager, you will build the company’s medium- and long-term promotional vision, taking into account commercial, marketing and operational priorities.

In partnership with the Marketing and Category teams, you will:

• Recommend the optimal promotional strategy by brand and category.
• Identify growth levers and business opportunities through continuous analysis of promotional performance.
• Produce regular analyses and executive summaries to support strategic decision-making.

In collaboration with the National Accounts team, you will:

• Define the key promotional levers to prioritise during commercial negotiations.
• Support Key Account teams in developing and selling differentiated promotional propositions to customers.
• Ensure consistency between the defined strategy and its execution across our customers.

2. Ensure promotional governance and performance management

Acting as the company’s “Promo Officer”, you will ensure the quality of promotional planning and its alignment with the company’s operational capabilities.

Your responsibilities will include:

• Leading the monthly S&OP cycle for promotional activities, in coordination with the Sales and Supply Chain teams.
• Sharing key learnings, risks and action plans from each cycle with the Executive Committee.
• Ensuring strong promotional governance and alignment across Sales, Marketing and Supply Chain teams.

3. Develop value-creating key trade activation moments around iconic brands

In partnership with the Shopper team, you will lead the design and deployment of major commercial activation programmes involving multiple brands.

You will:

• Co-develop activation platforms and key trade activation themes with the Marketing and Shopper teams.
• Coordinate the integration of these activations into national customer plans.
• Measure activation performance and provide recommendations for future plans, working closely with the Shopper and Marketing teams.

Experience & skills

• Strong knowledge of the FMCG industry and the French retail landscape.
• Master’s degree or equivalent professional qualification, ideally from a business school.
• At least 6 years of successful experience in Sales and/or Marketing, ideally including both field and head-office commercial roles.
• Strong ability to act as a cross-functional leader, with a proactive mindset, strong anticipation skills and a results-driven approach.
• Solid understanding of promotional mechanics and commercial challenges.
• Excellent synthesis and communication skills, with the ability to identify key messages and deliver impactful recommendations, including to senior leadership and Executive Committee members.

This is a central role at the crossroads of Marketing, Sales, Category Management and Supply Chain, with a direct impact on category growth, brand performance and the quality of our commercial execution.

You will join a strategic, highly visible and cross-functional position at the heart of the company’s business decisions.