Consumer Acquisition & Growth Lead (Friso brand)

Key objectives

• Own Friso's annual new user acquisition targets and associated business outcomes, including

penetration, trial, conversion, retention and revenue contribution.

• Develop and lead the acquisition and loyalty strategy across all relevant consumer and customer

touchpoints.

• Drive the end-to-end consumer journey, ensuring seamless experiences from awareness through

interest, purchase and advocacy.

• Identify and unlock growth opportunities through consumer insights, data analytics, channel

development and portfolio initiatives.

• Lead cross-functional teams to deliver commercial objectives and maximize ROI on acquisition

investments.

• Build organizational capability in consumer acquisition and growth marketing.

Job Responsibilities

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.

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.

3. 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.

Yêu cầu công việc

• 10+ years of experience in Brand Marketing, Growth Marketing, Commercial Marketing, Category

Development or Business Development.

• Proven track record delivering market share, penetration and revenue growth.

• Experience leading acquisition, CRM, loyalty or consumer lifecycle programs.

• Strong commercial acumen with exposure to business planning, forecasting and investment

management.

• Demonstrated ability to lead cross-functional teams and influence senior stakeholders.

• Experience within Infant Nutrition, Healthcare Nutrition or FMCG preferred.

• Critical competencies: Strategic thinking, commercial acumen, growth mindset, consumer-centric

innovation, data-driven decision making, stakeholder influence, and people leadership.

Quyền lợi

• Thưởng: 13th salary, company bonus, performance bonus
• Chăm sóc sức khoẻ: premium insurance for self, spouse and children
• Nghỉ phép có lương: 14 days
• Máy tính xách tay: personal laptop provided