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. [Requirements] • 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.