As a leading actor in the fermentation industry, Lesaffre Group is willing to reinforce its B2C activity as part of its customer approach. Within the International Marketing Department and under the responsibility of the International Yeast Marketing Director, you will create the role Global Category Manager / Business Partner B2C. Your mission will be to accelerate the growth of the B2C segment for our Business Units, Regions and Brands.

You will be responsible for developing and implementing strategies to enhance market performance, identify growth opportunities, and foster innovation in the yeast and bakery ingredient categories.

Scope:

The scope includes the Ingredients and Yeast categories and the B2C market, mainly driven by baking powder products (Leader in some countries while others need to accelerate their growth). It operates in traditional supermarkets (in Europe and the US) and on e-commerce platforms (in Asia).

In this context, the Global Category Manager / Business Partner will contribute to:

Developing the B2C strategy:

• Conducting market analyses to assess the performance of existing brands and competitors, providing information on the category, and identifying development opportunities.
• Evaluating and implementing new business models, such as e-commerce and subscription services, to stimulate the growth of yeast and bakery ingredient ranges across various distribution networks.
• Identifying growth drivers and assessing market potential, including collaborations with startups, to expand the BU's relevant baking and ingredient portfolio.

Understanding consumers and developing regional collaboration:

• Developing a deep understanding of customers and consumers, leveraging market research and data analysis to inform decision-making and strategy development.
• Collaborating with regional teams to define product/service offerings and marketing plans that align with market needs and preferences.
• Providing support to regional teams in product marketing activities, ensuring successful implementation and execution.

Deploying a multichannel approach and fostering an innovation culture:

• Leading the implementation of a multichannel approach, integrating online and offline marketing strategies to maximize customer reach and engagement.
• Fostering a culture of innovation and brand excellence within the organization, staying abreast of market trends and technological advances.

Managing the B2C community, leading around twenty dedicated B2C market employees globally (brand managers, B2C managers, digital marketing products) in a matrix mode, promoting collaboration and sharing best practices.

Collaborate with all members and cross-functionally with the entire subsidiary organization (Regional, Commercial, R&D, Industrial directions) and corporate (Digital Direction, Group Marketing Direction, General Management).

Function deliverables:

• After 6 months: Having conducted a diagnosis and submitted proposals for a new Business Model (Online and Offline).
• After 12 months: Reaching two target markets with an immediate commercial impact.
• After 18 months: Deploying best practices in other regions/targets.

• You have a higher education degree in Marketing/Business (Business School or Engineering School, with a preference for an MBA in Marketing Strategy) and a minimum of 10 years of experience in commercial and marketing leadership roles within international B2C agro-food industry groups.
• You have proven experience in strategic and operational marketing and you are comfortable in all components of online and offline marketing, having managed omnichannel development plans.
• You have a confirmed experience in E-commerce and understand business challenges, market, and competition logic.
• You are skilled in project management and leading multidisciplinary teams around marketing projects.
• You are recognized for your interpersonal skills and initiatives, able to work cross-functionally in a multicultural environment and have strong persuasion and negotiation abilities.
• Demonstrated management qualities in international teams, in a matrix and entrepreneurial context, result-oriented, and respectful of human values. Proven ability to evolve in changing environments and lead teams in evolving contexts. A coaching temperament, capable of guiding (training) and recruiting teams.
• Fluent English is required, and knowledge of another language is highly appreciated

Personal Characteristics:

• Result-oriented temperament, with commitment and perspective. A service-oriented approach to internal clients.
• A good level of analysis, reflection. An innovative, creative, curious mindset but with pragmatism.
• An entrepreneur, able to invest in an environment with fewer resources, take risks, and accept failures.
• Authentic, direct, humility, passionate, diplomatic. Fundamental simplicity.
• Precision in analyses and an ability to communicate results, vision, strategy but with pragmatism and operational sense. Ability to anticipate and plan.
• Communication skills, the ability to influence, assert oneself, and express oneself to different levels of interlocutors. Able to establish partnership relationships at all levels and commit to collaboration.
• Leadership by example, managerial courage, and project responsibility. Being proactive, able to think outside the box and co-construct for colleagues as well.
• Autonomy, commitment, and a very strong work capacity.