Brand Marketing Director, Gum & Mints
Mars
Job Description
Job Description: The Gum & Mint category is a key growth priority for Mars, contributing significantly to its global snacking portfolio. With a leading market share (>50%), Mars’ iconic brands like Extra, Orbit, and Doublemint drive multi-billion dollar revenues across 180+ countries. This category supports Mars’ growth and profitability through innovation, convenience, and broad consumer appeal. Job Description: The Gum & Mint category is a key growth priority for Mars, contributing significantly to its global snacking portfolio.
With a leading market share (>50%), Mars’ iconic brands like Extra, Orbit, and Doublemint drive multi-billion dollar revenues across 180+ countries. This category supports Mars’ growth and profitability through innovation, convenience, and broad consumer appeal. As part of the Global Gum & Mint Portfolio team, this role will lead the Gum Brand Marketing portfolio agenda, designing its marketing strategy, brand positioning, lead advertising brief and develop/lead the agenda for the global Gum community.
It is main focus is on the development of the global brand Orbit/Extra (OEFY) brand agenda while being involved on Airwaves, Extra USA and Hubba Bubba brand teams. This role reports to the Global Gum & Mint Portfolio Leader. What are we looking for?
- 7+ years of relevant experience required
- Bachelor's degree required, Master's degree preferred
- Strong Marketing expertise in brand positioning, brand building, architecture, and communication.
- Proven record of strategic brand planning and development as well as communication brief and development.
- Strong expertise in consumer growth agenda and portfolio strategy.
- Strategic mindset with strong execution capability
- Strong team leadership and ability to drive influence across matrix organization and stakeholder management
- Develop and drive Orbit/Extra - OEFY brand globally. Lead the global brand governance and ensure alignment on co-create, ambition, positioning and portfolio architecture.
- Drive the brand positioning and its main strategic pillars of development with strong consumer insight/data driven decisions
- In partnership with the Brand & Content team, build meaningful distinction and relevance for OEFY Brand with Gen Z and Gen Alpha to accelerate category growth by: identifying key drivers from data driven and human cultural insights, redefining and strengthening audiences and positioning, building communication and advertising briefs, and dialing up authenticity by tapping into content/activation ideas/partnerships that ladder up to new/community led/culturally relevant ways of building brands (in process accelerate earned, shared, owned aspect of deployment)
- Define brand and portfolio architecture by analyzing brand health, understanding roles, brand stages/evolution across markets, customer segments, innovation play and 2030 category growth strategy
- Lead co-create and collaboration across key markets by orchestrating and driving engagement through period connects, key forums etc.
- Maintain oversight of global brand strategy in partnership with brand and content teams, regions and global brand governance, and on-going connectivity across brand strategic initiatives
- Build and develop the Gum community through the leadership of knowledge by aiming to inspire and guide the global community towards our brands growth agenda.
- Work with diverse and talented Associates, all guided by the Five Principles.
- Join a purpose driven company, where we’re striving to build the world we want tomorrow, today.
- A strong focus on learning and development support from day one, including access to our in‑house Mars University.
- An industry competitive salary and benefits package, including company bonus.