Omnichannel Retail Marketing Turkey & South Africa Lead

The Opportunity:
The ORM Turkey & South Africa Lead is responsible for leading the Omnichannel Retail Marketing agenda across Turkey and South Africa, translating Brand, Category, Commercial and PEM (Pan European Markets) ORM priorities into customer- and shopper-focused retail activation and customer business plans. The role connects strategy with execution by integrating customer priorities, joint business planning requirements, activation investment needs, retail media and omnichannel execution across physical and digital retail.
The role acts as the key local integrator across Sales, Marketing, Category, e-Commerce, Media and Commercial teams, ensuring local customer and market needs are represented early in planning and that agreed priorities are converted into measurable customer-ready programs.
What Your Impact Will Be:
1. ORM Strategy, Market Translation & Customer Business Planning
Lead ORM priorities for Turkey and South Africa, aligned with Country Leadership, PEM and regional Brand and Category priorities.
Translate regional Brand and Category strategies into locally relevant customer, channel and shopper plans.
Consolidate local customer priorities, JBP requirements, critical activations and investment needs and ensure they are represented in PEM and regional planning.
Connect customer plans with category management inputs, top-to-top priorities, consumption and demand insights, promotional planning and key retail moments.
Provide fact-based recommendations on customer activation investment, including expected commercial outcomes and the implications of material changes to agreed activation support.
Identify and communicate implications for execution, customer commitments and sales forecast when material activation or investment decisions change.
Act as the functional ORM point of contact for Turkey and South Africa.
2. Omnichannel Retail & Customer Activation
Lead customer- and shopper-centric activation across physical and digital retail.
Translate Brand and Category priorities into retailer-ready programs for launches, seasonal moments and key franchise opportunities.
Partner with Sales on customer-specific activation plans, sell-in stories, joint business planning, customer investment proposals and priority customer presentations.
Drive relevant differentiation by customer and channel while connecting in-store, e-commerce and retail media activation.
Ensure customer programs are executable within local retailer requirements, operational realities and agreed investment guardrails.
3. Retail Execution & Activation Planning
Own the Turkey and South Africa ORM activation calendar and align key activities with launches, promotional windows, customer commitments and seasonal priorities.
Set execution standards across priority customers and channels, using EMEA ORM frameworks and materials where applicable.
Oversee readiness of POS, merchandising, digital content and activation assets.
Identify execution risks early, track performance and ensure learnings are applied to future programs.
Adapt the execution model to the needs of each market while maintaining common ORM standards and ways of working.
4. Retail Media & Omnichannel Integration
Partner with Media, e-Commerce and PEM ORM to connect retail media with customer activation priorities.
Identify local retail media and retailer amplification opportunities based on shopper, customer and channel needs.
Ensure physical retail, digital retail and retail media work together as an integrated omnichannel plan.
Provide local market input into PEM omnichannel and retail media planning.
5. Cross-functional & People Leadership
Directly manage, coach and develop the Customer Marketing Sr Associates based in Turkey and South Africa.
Establish clear priorities and effective ways of working across ORM, Sales, Marketing, Category and e-Commerce.
Build local ORM capability across customer activation, shopper marketing, customer business planning and omnichannel execution.
Ensure alignment with PEM and EMEA ORM standards, processes and ways of working.
Maintain a functional connection with EMEA ORM and participate in agreed governance and capability-sharing forums.
6. Insights, Performance & Continuous Improvement
Consolidate customer, shopper and channel insights across Turkey and South Africa.
Feed market learnings into PEM ORM, Category, Marketing and Commercial planning.
Track activation performance, execution quality and agreed customer outcomes.
Lead post-campaign reviews and identify opportunities to improve future execution, investment effectiveness and customer activation.
What We’re Looking For:
7+ years of experience in retail, shopper, trade, customer or omnichannel marketing, or related commercial roles.
Strong experience working with Sales and customer-facing teams across multiple customers and channels.
Strong understanding of omnichannel retail, shopper activation, retail execution, e-commerce and retail media.
Experience translating Brand and Category strategy into customer-facing execution and customer business plans.
Experience with joint business planning, promotional planning and customer investment discussions.
Ability to connect activation decisions and investment choices with commercial and sales forecast implications.
People management or team leadership experience.
Experience in a matrix or multi-market environment preferred.
Advanced level of both Turkish and English
Turkey market knowledge highly desirable; South Africa or multi-market experience is an advantage.
Key Competencies
Omnichannel retail strategy and execution
Shopper and customer activation
Customer business planning and JBP
Commercial acumen and investment effectiveness
Cross-functional and people leadership
Customer and channel understanding
Stakeholder management and influencing
Strong execution and project management
Data-driven decision making
Multi-market coordination and communication
Strategic thinking with a practical execution mindset

Employment type
Full-time

Work arrangement
No