Brand Manager

About the role

The Brand Manager directs and manages the brand strategy for a designated brand to meet the company's brand and portfolio ambitions. The role covers the development, implementation, integration and evaluation of brand and promotional plans, and contributes to the annual commercial strategy through plans based on proven insights. It works closely with the Marketing Manager on planning and the Brand Executive on operations, and supports the Head of Department on other projects.

Key responsibilities

• Consumer at the centre: monitor consumer and shopper behaviour, turn insight into action, coach the team on consumer insights and interpret BGS outputs into growth-driving actions
• Portfolio management: understand portfolio performance, category and segment drivers, brand roles, the 7 sources of growth and BWP outputs
• Commercial planning: lead the Integrated Commercial Planning process, align Brand, Trade Marketing and Sales, and allocate budget efficiently
• Brand strategy: lead development, own brand positioning (BIAB), ensure consistency with activations, track brand performance and competition and propose improvements
• Campaigns: set objectives, plan touch points, manage agencies, oversee production, measure reaction and ROI, and integrate data capture
• Profitability: evaluate activity impact on top line and ROI, manage the brand budget, analyse profitability by SKU and channel, and recommend promotion frequency and depth
• Innovation: follow the innovation and renovation process, write concepts and understand category trends
• Trade marketing: align sales and trade marketing, ensure bar and store representation follows the Responsible Marketing Code, and build contingency plans
• Channel: meet distributors, wholesalers and retailers, understand route-to-market options, channel segmentation and shopper drivers

Required profile

• Bachelor's degree in Business Administration, Marketing or a related field
• At least 5 years of marketing experience, preferably FMCG, with the last role at Brand Management level
• Experience launching products or SKUs
• People management experience

Required skills

• Brand management, brand positioning and consumer segmentation
• Applying market research results to brand strategy and plans
• Negotiation and experience managing marketing budgets