The Bel Group is a major player in the food industry through portions of dairy, fruit and plant-based products, and one of the world leaders in branded cheeses. Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin®, Pom'Potes® and GoGo squeeZ®, as well as some 30 local brands. Together, these brands helped the Group generate sales of €3.74 billion in 2024.

Do you want to join a company with strong brands that puts consumers and responsibility at the heart of the decision-making process? Then Bel is made for you!

Are you bold, pragmatic, and determined? Do you want to contribute to the transformation of an international agri-food company? Them come join us and measure the impact of your talent and energy in realizing an ambitious and sustainable company project!
 

#IWorkForAllForGood

THE BRAND KIRI 

At Kiri, we bring Kindness to millions of consumers around the world every day. As part of our international team, you will work across cultures and markets from Japan to KSA, France & US. Helping build the next chapter of growth for an iconic brand loved by families, kids and urban women worldwide. 

MAIN DUTIES 

You will report to the Global Kiri Equity & Strategy Director and play a key role in shaping the future growth of the brand by leading strategic brand initiatives, consumer-centric thinking, communication excellence and equity development across markets. 

1. LEAD GLOBAL BRAND STRATEGY & EQUITY DEVELOPMENT 

• Contribute to the definition and evolution of Kiri's global strategic fundamentals, including brand positioning, portfolio strategy, growth platforms and communication territories. 

• Drive the development of global brand equity frameworks and ensure consistency across all touchpoints. 

• Lead strategic projects related to brand purpose, positioning evolution and long-term growth opportunities. 

2. DRIVE GLOBAL COMMUNICATION & CONTENT EXCELLENCE 

• Lead the development of global communication platforms, campaigns, global brand activations and content ecosystems. Monitor their performance and recommend corrective action plan if needed. 

• Define social and digital equity strategies and oversee the creation of global assets. 

• Guide local teams in adapting and amplifying campaigns to maximize effectiveness and cultural relevance. 

• Ensure agencies ecosystem high-quality outputs, efficient project management and strong return on investment across initiatives. 

3. LEAD BRAND IDENTITY & EXPERIENCE 

• Drive the evolution and implementation of Kiri's visual identity across all consumer touchpoints. Including packaging projects (Core range & innovation) 

• Ensure a coherent and distinctive brand experience across packaging, digital, e-commerce, shopper marketing and in-store activation.

4. CHAMPION CONSUMER & MARKET UNDERSTANDING 

• Lead with SI team consumer and category learning agendas 

• Monitor market trends, cultural shifts & competitive activity for our key countries 

5. PARTNER WITH INNOVATION & CROSS-FUNCTIONAL TEAMS 

• Collaborate closely with Innovation, Consumer Insights, Media, Design, R&D and Markets to deliver integrated growth initiatives. 

• Contribute to the development of compelling propositions and launch toolkits for international markets. 

6. BUILD STRONG GLOBAL MARKETING COMMUNITIES 

• Support and coach local marketing teams in understanding and implementing Kiri's brand fundamentals. 

• Animate global marketing communities through webinars, workshops, best-practice sharing and inspiration sessions. 

• Foster collaboration and alignment across markets to accelerate learning and execution excellence. 

7. PEOPLE DEVELOPMENT 

• Recruit, coach and develop trainees. 

KEY Markets       EU:  France, Germany   - ASIA: Japan, China, Vietnam – MENA: KSA/UAE, North Africa 

PERFORMANCE EXPECTATIONS 

• Proven experience in international FMCG brand management. With passion for brand Equity and business development 

• Strong strategic thinking combined with excellence in execution capabilities 

• Strong Equity building & communication skills, including Digital, social and Influence expertise (management of significant AI projects execution is a plus) 

• Proven stakeholder management skills in a multicultural environment. 

• Curious, creative and structured mindset. 

• Fluent English is a mandatory; French is a plus. 

PROFILE 

• 7+ years of FMCG marketing experience with strong expertise in brand strategy, equity development and communication.  

• Proven track record in translating consumer insights into growth-driving brand initiatives.  

• Experienced in media, digital and agency management, with a strong ability to lead integrated campaigns.  

• Combines strategic thinking with hands-on execution and cross-functional leadership.  

• Strong stakeholder management skills and experience working in international and multicultural environments.  

• Curious, proactive and consumer-centric, with a passion for building strong brands and driving long-term growth. 

• Fluent in English