WHAT DOES A GLOBAL MARKETING MANAGER DO?

Published: Apr 22, 2025 - The Global Marketing Manager develops long-term global marketing strategies for beauty brands by analyzing business trends, identifying growth opportunities, and driving product innovation. This position oversees product lifecycle planning, coordinates with cross-functional teams for development and packaging, and ensures timely launches aligned with brand positioning. This role monitors competitor practices, evaluates SKU productivity for optimization, and shares industry trends to support strategic alignment and innovation.

A Review of Professional Skills and Functions for Global Marketing Manager

1. Global Marketing Manager Duties

  • Brand Strategy: Collaborate within a GMO brand team to create and champion a strong and consistent brand identity
  • Brand Planning: Contribute to the development of an annual global marketing/brand plan
  • Global Execution: Lead the execution of global initiatives and strategies defined in the marketing/brand plan
  • Product Commercialization: Drive NPC (New Product Commercialization) projects through the Hollister SPRING process
  • Portfolio Management: Define additional product portfolio needs and drive programs to fill gaps
  • Product Prioritization: Identify and prioritize new products
  • Market Research: Manage market input/feedback and translate into true market needs and product features
  • Launch Planning: Develop and update global launch plans throughout the SPRING stage-gate process in order to justify advancement of the project
  • Forecasting: Manage forecasting (7-year and launch forecasts) for new products with local BUs and Corporate Finance in order to build a solid financial decision-making platform
  • Product Positioning: Lead the creation of strong product positioning, including the development of marketing claims for new products
  • Performance Measurement: Measure product marketing strategies to evaluate success and optimize team efforts
  • Pricing Strategy: Establish the strategy for pricing, messaging, packaging, and promotion of products

2. Global Marketing Manager Details

  • Product Monitoring: Monitor and report product launch progress (as part of post post-launch review plan)
  • Operations Support: Support product portfolio-related Operations initiatives (e.g. cost savings) that have a customer/market-facing component
  • Business Partnership: Act as key business partner for an assigned geographic region, partnering with all country-level marketing teams within that region
  • Local Strategy: Work collaboratively with multiple levels of business unit teams (local marketing, country managers, regional VPs) to define and implement local strategies
  • Leadership Integration: Provide day-to-day leadership and integration to the BU's and functional groups to ensure effective and consistent execution of agreed-to marketing strategies and plans
  • Market Insights: Gain market insights and translate into business/portfolio needs
  • Opportunity Tracking: Work with business units to capture data on product opportunities, monitor new product launches and movement, meet forecast numbers, and monitor revenue performance
  • Campaign Development: Develop timely campaigns with rich multi-media collateral that resonate with key audiences and that help the regional sales teams to win business
  • Lead Generation: Developing strategies designed to generate qualified leads for key brands and products with a focus on designing and implementing automated lead-nurturing programmes that increase engagement, conversion, and sales
  • Go-to-Market Strategy: Deliver go-to-market strategies for various business lines which include positioning, messaging, and identifying the key audiences against given targets
  • Relationship Building: Build and maintain strong relationships with the global sales team, global management team, external vendors, delivery partners and marketing agencies
  • Conference Representation: Represent the company at conferences and events

3. Global Marketing Manager Responsibilities

  • Performance Reporting: Manage performance reporting and marketing intelligence for the full product marketing organization
  • Data Consistency: Bring consistency to reporting by leading rigorous data processes to aid in the automation of KPI reporting, dashboards, and other ad hoc reports
  • Operational Excellence: Improving operational excellence through the identification and execution of initiatives that create efficiency, remove obstacles, or create improved processes
  • Go-to-Market Planning: Create Global Go-to-Market launch plans for new products and manage global campaigns for new product launches (together with ad agency)
  • Local Support: Support local BUs in developing local new product launch plans through the “GO2 Market” process
  • Marketing Strategy: Define, develop and implement segment and product-focused marketing strategies alongside Market Segment Management and Product Management that supports the global, regional, and local business objectives, across the core marketing disciplines
  • Campaign Delivery: Deliver requirements of the segment and product-focused campaign briefs and projects on time and on budget
  • Sales Enablement: Drive sales effectiveness by ensuring appropriate segment and product knowledge for each salesperson, ensuring know-how expands
  • Learning Coordination: Oversee sales enablement for assigned segments and products by coordinating the preparation of relevant learning and development materials including webinars, eLearning and Showpad developments to the Sales team(s)
  • Program Analysis: Monitor and analyze marketing program effectiveness and performance

4. Global Marketing Manager Job Summary

  • Toolkit Alignment: Align toolkit plans to global business strategies, customer value proposition and messaging priorities and pivot with critical trends
  • Campaign Planning: Develop, update and communicate annual plan for global campaign toolkit with Marketing teams and related support functions, including clear campaign toolkit scope, campaign toolkit timings and campaign hierarchies
  • Coordinated Planning: Ensure coordinated planning, review and update approach to ensure local campaign plans are in sync and activated with the global toolkit deliverables in all key markets globally
  • Campaign Maintenance: Maintain detailed and always up-to-date campaign toolkit plans and summaries for planning sessions with business units, updates to leaders and onboarding of new team members including an outline of white papers, infographics, webinar content and related support materials
  • Toolkit Updates: Develop and share regular cadence toolkit updates with business units to ensure broad awareness and use of global toolkit assets including track usage, assess gaps and provide reports
  • Competitive Analysis: Assess JCI campaign toolkit plan compared to competitive set to ensure it delivers leadership positioning and capture insights from the reviews to inform the planning
  • Vertical Market: Stand up, update and manage global vertical market SME teams aligned with enterprise and regional priorities
  • Team Management: Manage the meeting cadence, deliverable focus and drive to continuous progress and stakeholder update communication as this team develops, enhances and updates the global industry-specific toolkits
  • B2B Marketing: Stay abreast of best practices in B2B marketing and new applications
  • Performance Tracking: Advise on the ideal ways and hacks to track and measure campaign performance
  • Campaign Check-ins: Conduct regular check-ins with portfolio leads in global & regions to get visibility into in-flight and upcoming campaigns

5. Global Marketing Manager Accountabilities

  • Marketing Management: Plan, manage and execute all marketing activities during the lifecycle of a new product to differentiate products in the market, including finding adjacent markets and potential customers
  • Promotion Ownership: Take ownership of focus promotion programs, define value proposition and drive them to success
  • Campaign Leadership: Organize and lead marketing campaigns to push selected portfolios into the market, for instance based on identified application trends
  • Network Building: Build up a global network based on regional sales and marketing teams to regularly discuss market and customer developments
  • Expectation Management: Manage expectations, be assertive, conduct roadshows for delivered features and capabilities
  • Campaign Reporting: Contact to ensure seamless and timely campaign reporting
  • Benchmark Collection: Collect Visa internal and industry benchmarks to add context to the analysis
  • Team Motivation: Manage and motivate a team of marketers, as well as collaborate closely with channel specialists across the wider marketing team
  • Stakeholder Briefing: Briefing and understanding stakeholder requirements, agreeing scope and timelines, gathering feedback, managing resources and workload across the team and ensuring delivery of high-quality, effective marketing collateral which adheres to brand guidelines
  • Marketing Materials: Maintaining and updating all product marketing materials and supporting new product launches from requirements gathering to go-live
  • Content Strategy: Working with stakeholders to set, monitor and report on content marketing strategy
  • Content Management: Attend and contribute to the Content Management process to ensure that messaging for the Alternative Investors Client Line is represented across marketing channels (web, direct marketing, social media etc.)

6. Global Marketing Manager Functions

  • Event Representation: Represent the company through events, speaking engagements, blogging, and social media
  • Strategy Evaluation: Measure product marketing strategies to evaluate success and optimize team efforts
  • Experience Strategy: Define a global strategy for customer experience centers and the location needs aligned with the overall footprint strategy of adhesive technologies
  • Execution Framework: Provide framework and guidance for execution to other global locations based on the customer experience journey, which is installed in the Inspiration Center Building in Düsseldorf
  • Content Scalability: Plan, execute and control the scalability of the customer journey content and ensure local adaptations to 5-10 different regions
  • Scenario Analysis: Analyze and build different future scenarios to create new paths of business and communication channels for the Inspiration Centers worldwide
  • Marketing Communication: Support external short- and long-term marketing communication to capture market trends and impact growth - measure the success of the customer experiences in local countries together with local teams
  • Innovative Channels: Utilize innovative communication channels to engage with various customer audiences
  • Design Development: Develop the location, the design and the right approach for different customer journey sizes
  • Content Standards: Develop global content standards for messaging, positioning, exhibition pieces etc.
  • Blog Ownership: Taking ownership of the English language blog from a technical and content perspective
  • Social Media: Responsible for global social media accounts (Facebook, Instagram, YouTube and LinkedIn), producing high-quality content that supports other language blogs and creating other multi-channel content which supports upper and lower funnel activity and achieves SEO objectives

7. Global Marketing Manager Job Description

  • Marketing Strategy: Develop a three-to-five-year global marketing strategy of the beauty brand
  • Business Analysis: Analyze the brand's business with the support of the Executive Global Director to help and identify growth possibilities
  • Product Innovation: Lead product innovation strategy and remain up to date on brand insights
  • Speed to Market: Perform tasks related to formulation and packaging, while placing an emphasis on the speed to market
  • Creative Ideas: Present new product ideas that are creative, innovative, bold, and modern
  • Product Positioning: Consider artistry in the development of new products and product positioning
  • Launch Planning: Maintain a timeline for new product launch planning according to the product life cycle
  • Collaboration Support: Work in conjunction with Product Development and Packaging to effectively deliver presentation materials and support new product development
  • Competitor Analysis: Recognize best practices of competitors to support concept development and alignment of pricing
  • SKU Analysis: Perform SKU analysis regarding yearly productivity to effectively execute SKU discontinuation process
  • Industry Trends: Communicate industry news and trends with the team

8. Global Marketing Manager Overview

  • Market Understanding: Developing in-depth understanding of market dynamics and requirements of the eco-system of the assigned market segment(s) to transfer these in needs and insights as starting point for the marketing plan
  • Networking Relationships: Developing a global network of contacts and building relationships with targeted customers and major stakeholders to create perspective on trends and development plans with different parties to keep abreast of competition
  • Marketing Strategy: Developing and implementing marketing strategy and plan for the assigned market segment(s), considering developments of new markets/products, in line with market needs and requirements, BG and segment marketing strategy, to achieve the business objectives
  • Product Portfolio: Defining a sustainable portfolio of products for the relevant market segment(s) (applications) in cooperation with R&D and AD, and Implementation of new product launches
  • Marketing Mix: Developing the marketing mix for these offerings, including clear segmentation strategy, value propositions, policies on pricing, business model (go-to-market strategy) and communication strategy
  • Branding Strategy: Developing and defining product branding strategy and market communication for assigned brands/markets for BU product portfolio, in line with DSM branding guidelines
  • Performance Indicators: Defining and implementing performance indicators and ensuring periodical reporting of actual performance against these indicators within guidelines, to provide insight in business progress and facilitate timely decision taking by management
  • Team Engagement: Engage with the broader team, ensure that key messaging for the Alternative Investors Client Line is reflected consistently across Internal Communications, Media Relations, Events, etc.
  • Local Marketing: Establish relationships with the marketers in key buying centres, to ensure that the Alternative Investors Client Line is represented correctly in local marketing plans and content
  • Content Distribution: Act as a contact point for related queries Distribution and promotion of content/messaging
  • Messaging Development: Develop key messaging for all solutions related to the Alternative Investors Client Line, such as value propositions, selling points, key differentiators etc., for consistent use in RFPs, sales material, conference speeches etc.

9. Global Marketing Manager Details and Accountabilities

  • Marketing Strategy: Working with the Alternative Investors Client Line (Go-To-Market Strategy Team, Business Development and Product & Solutions), formulate a strategic marketing plan
  • Business Objectives: Targets key business objectives of the Alternative Investors Client Line including raising market awareness and consideration, increasing penetration of key markets and clients, and achieving increased sales to existing and new clients
  • Marketing Channels: Leverages all available marketing channels and expertise including direct marketing, events, awards, digital and social media, and employs appropriate targeting of key contacts
  • Objective Monitoring: Has measurable objectives from the outset, progress against which can be monitored regularly
  • Market Trends: Takes into account developing market trends and data to generate ideas and leverage tactical opportunities
  • Team Development: Develop the teams, plus third-party consultants, strategists and personnel research
  • Regional Strategy: Plan and execute the UK and ME marketing strategy for the respective client segment(s), including management of local sponsorships, client events and other regional content/thought leadership
  • Sales Support: Proactively support regional sales managers, relationship managers and other client-facing teams in the achievement of business targets
  • Communication Plan: Support the delivery of the UK communications plan - both external media, and internal, Development and maintenance of key marketing content
  • Sales Materials: Deliver/input compelling sales materials to support pitches, client meetings, due diligence visits etc.
  • Content Scheduling: Establish a schedule for the regular update of core marketing materials (product solutions) and the development of thought leadership content
  • Solution Positioning: Ensure that relevant solutions are included and correctly positioned within the core marketing materials produced for the Alternative Investors Client Line

10. Global Marketing Manager Tasks

  • Positioning Strategy: Define the positioning and strategy of the marketing and communication organization
  • Brand Promotion: Promote the company's brand in target markets, measure the perception of Sonceboz’s branding identity and customer satisfaction
  • Operational Marketing: Establish and conduct the Operational Marketing Plan while controlling the operating budget
  • Event Organization: Organize and actively participate in events (exhibitions, conferences and other virtual or face-to-face events)
  • Lead Generation: Generate leads and retain existing customers
  • Communication Materials: Monitor and update external communication materials (website, brochures, videos, networks, articles for the specialized press, newsletters, etc. in French and English)
  • Team Management: Manage the marketing team in order to achieve ambitious objectives
  • Global Messaging: Work with senior stakeholders to develop global marketing messaging to ensure consistent and impactful messaging across all marketing channels
  • Campaign Ownership: Own and deliver multi-channel B2C and B2B marketing campaigns from conception through to post campaign analysis and recommendation
  • Partnership Campaigns: Support partnership campaign development and implementation across owned, earned and paid channels in collaboration with regional marketing teams
  • Sales Support: Develop sales pitches and presentations for regional sales teams to support product launches
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