Title: Marketing Director (FMCG)
Company: LR GROUP
Location: Moscow
Experience: From 3 to 6 years
Buddy&Sol is a brand of cat and dog food created with care for the health, quality of life, and longevity of pets. We develop natural products for daily animal nutrition and are expanding the brand's presence in retail chains.
Responsibilities:
- Development of brand strategy and product portfolio:
- Analysis of market segments (economy, premium, super-premium, holistic, specialized foods);
- Definition of target audiences.
- Full product lifecycle management:
- Collaboration with R&D on new product concepts;
- Product launches and upgrades;
- Analysis of the market, consumer behavior, and competitor activity to adjust assortment and pricing policies.
- Marketing and communications:
- Creation and implementation of an annual marketing plan (integrated with sales and production plans);
- Execution of communication campaigns with emotional storytelling and scientific evidence (recipes, research, certificates);
- Collaboration with key opinion leaders in the industry (veterinarians, animal nutritionists, bloggers, groomers).
- Development of loyalty program and educational content:
- Creation of expert content on animal nutrition, health, and behavior;
- Positioning the brand as a reliable source of knowledge.
- Advertising materials and trade marketing:
- Planning and control of ATL/BTL material production (TV, digital, POS materials);
- Development of strategies for retail chains — planograms, promotional activities, merchandiser training.
- Work with sales channels:
- Preparation of commercial proposals and presentations for key clients (chains, hypermarkets, online platforms);
- Analysis of distribution and merchandising effectiveness.
- Digital and e-commerce:
- Development of a digital strategy to increase brand awareness and sales (targeting, contextual advertising, content marketing);
- Work with marketplaces and our own D2C website;
- Implementation of CRM strategies — loyalty programs, trigger emails, feedback collection.
- Budgeting and analytics:
- Definition and control of the marketing budget (A&P);
- Monitoring of key metrics: market share, ROI, CAC, NPS, repeat purchase rate;
- Analysis of the effectiveness of advertising activities and the sales funnel.
- Team management:
- Building and developing a team: brand managers, digital marketers, trade marketers;
- Interaction with advertising and research agencies.
Requirements:
- Experience in marketing and brand management in the FMCG sector;
- Deep understanding of market segmentation and target audiences;
- Experience in developing and implementing marketing strategies and plans;
- Ability to work with large volumes of market data (Nielsen, GFK, internal analytics);
- B2B 2C communication skills: equally confident in negotiating with retail chains and communicating with consumers through advertising;
- Leadership qualities for managing cross-functional projects (sales, production, R&D, logistics);
- Skills in working with digital channels, CRM, and e-commerce platforms.
Conditions:
- Work in a stable, dynamically developing company, opportunities for professional and career growth;
- Competitive salary (discussed individually).
- Participation in large-scale and significant projects.
- Official employment in compliance with the Labor Code of the Russian Federation from the first working day (including payment of vacation and sick leave);
- Extended social package: VHI with dental coverage;
- Free meals;
- Corporate sports (yoga, football, running);
- Corporate psychologist;
- Employee discounts on goods and services from partner companies.
