Chief Marketing Officer

Industry: Poultry Integration (Broilers / Layers / Value-Added Products)

Reports to: CEO / Managing Director

The Chief Marketing Officer (CMO) is responsible for developing and executing the companys commercial branding and go-to-market strategies to drive revenue growth market share and brand leadership across fresh frozen and value-added poultry products. The role aligns marketing sales strategy pricing and customer insights with production capabilities and supply chain realities of a fully integrated poultry business.

Key Responsibilities

1. Strategic Marketing & Growth

• Develop and execute short- and long-term marketing strategies aligned with corporate goals.
• Identify growth opportunities across B2B B2C retail foodservice export and institutional channels.
• Lead market entry strategies for new geographies and product segments.
• Drive portfolio mix optimization (whole bird cuts further processed ready-to-cook ready-to-eat).

2. Brand Management & Positioning

• Build and protect strong corporate and product brands focused on food safety quality animal welfare and sustainability.
• Ensure consistent brand messaging across packaging advertising digital platforms and trade promotions.
• Manage crisis communication related to food safety disease outbreaks or supply disruptions.

3. Product Development & Innovation

• Collaborate with operations R&D QA and nutrition teams to develop value-added and differentiated products.
• Translate consumer trends (health convenience traceability affordability) into product concepts.
• Oversee product launches lifecycle management and SKU rationalization.

4. Sales Enablement & Commercial Strategy

• Partner with sales leadership to define pricing strategies trade terms promotions and customer segmentation.
• Support key account management and strategic customer relationships (retail chains QSRs wholesalers).
• Ensure alignment between demand generation and production planning to maximize plant utilization and margins.

5. Market Intelligence & Analytics

• Lead market research competitive benchmarking and consumer insights.
• Monitor commodity pricing feed cost impacts and margin dynamics to guide commercial decisions.
• Use data analytics to forecast demand and measure ROI of marketing investments.

6. Digital Marketing & Communication

• Drive digital transformation in marketing including social media e-commerce CRM and data-driven campaigns.
• Strengthen direct-to-consumer engagement where applicable.
• Oversee corporate communications PR and stakeholder engagement.

7. Sustainability & ESG Communication

• Communicate sustainability initiatives related to animal welfare biosecurity environmental impact and traceability.
• Support certifications and compliance messaging (Halal organic antibiotic-free welfare standards).

8. Leadership & Governance

• Build and lead a high-performing marketing and product management team.
• Manage marketing budgets and ensure cost-effective execution.
• Work cross-functionally with production supply chain finance and quality assurance teams.

Key Performance Indicators (KPIs)

• Revenue growth & market share
• Brand equity and customer loyalty
• New product success rate
• Margin improvement & price realization
• Demand forecast accuracy
• Marketing ROI

Qualifications & Experience

• Bachelors degree in Marketing Business Agribusiness or related field (MBA preferred).
• 15 years of progressive marketing/commercial experience preferably in poultry meat FMCG or food processing.
• Strong understanding of integrated agri-food value chains.
• Proven experience managing complex B2B and B2C channels.
• Excellent leadership analytical and negotiation skills.

Competencies

• Strategic thinking with operational awareness
• Strong understanding of consumer behavior in protein markets
• Commercial acumen and pricing discipline
• Crisis and reputation management
• Data-driven decision making