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Conduct deep market research to identify international Horeca trends, competitor positioning, and customer demands
Map current product portfolio against global standards and highlight opportunities for innovation and differentiation
Define entry strategies for target markets (priority geographies, segment focus, and channel models)
Design a comprehensive, functional collection covering all Horeca needs across cuisines and service styles
Identify trends in shapes, aesthetics, and usability that align with both international standards and brand positioning
Work with internal/external designers: create research-based design briefs to develop shapes and styles aligned with customer needs
Lead the rebranding of Horeca lines and oversee positioning in international markets
Define the value proposition that resonates with hotels, restaurants, and cafés
Ensure the brand’s visual identity and messaging remain consistent across all channels
Develop strategies for selecting and engaging distributors, including whether to collaborate with competitor-linked agents
Evaluate models for grooming wholesalers and partners
Decide on market penetration strategy (focused entry vs. broad expansion)
Build long-term, trusted relationships with key distribution partners worldwide
Oversee marketing strategies for our retail stores and B2C operations
Ensure retail branding supports and complements Horeca positioning
Requirements:
Strong experience of minimum 15 years in marketing leadership with a background in product development and market-driven portfolio building
Ability to think strategically while maintaining a clear, practical view of execution
Proven capacity for sound decision-making, especially when balancing research insights with business realities
Deep appreciation for style, taste, and product aesthetics, with the ability to translate market research into collections that are both functional and appealing
Expertise in market research, product positioning, and international brand management
Entrepreneurial spirit with the ambition and capacity to grow into a CEO-level leader
Strong interpersonal and communication skills for distributor engagement and internal collaboration