Brand Manager

Brand Manager

Department:
Marketing (Brand Management)

Job Purpose:
The Brand Manager is responsible for developing and executing marketing strategies to grow the brand's market share and equity in the fast-moving consumer goods (FMCG) market. The purpose of this role is to manage the brand's product portfolio and image, ensure consistent brand messaging across all channels, and coordinate marketing campaigns that drive consumer awareness, loyalty, and sales. The Brand Manager analyzes market trends and consumer insights to identify opportunities, works with cross-functional teams (R&D, sales, supply chain) to launch new products or promotions, and acts as the "brand guardian" within the organization.

Key Responsibilities:

• Develop the annual
  brand marketing plan
  , including setting clear objectives for volume and market share growth, defining target consumer segments, and allocating the marketing budget across advertising, promotions, digital, and in-store initiatives. Ensure the plan aligns with overall business goals and is adapted to the FMCG sector's competitive dynamics.
• Execute marketing campaigns across various channels (TV, radio, print, digital, social media, in-store) that effectively communicate the brand's value proposition and positioning. Work with advertising and media agencies to create compelling content and media plans. Monitor campaigns in real-time and optimize as needed to improve ROI (for example, adjusting digital spend to higher-performing platforms or creative based on KPIs).
• Conduct
  market research
  and analyze consumer insights and sales data to inform decision-making. Track consumer trends and preferences, perform competitor analysis (pricing, new launches, promotional activities), and conduct post-campaign analyses. Use findings to refine strategies – for instance, identifying that health-conscious messaging is increasing engagement and thus incorporating it more heavily into communications.
• Collaborate with
  product development
  and R&D on innovation projects. Identify gaps in the market or opportunities for line extensions and lead cross-functional teams through the new product development stage gate process (from concept to commercialization). Ensure new products meet consumer needs and align with the brand's identity. Prepare go-to-market plans for launches, including positioning, packaging (graphics, sizes), pricing strategy, and introductory promotions.
• Work closely with the sales and trade marketing teams to translate brand strategies into effective
  in-store execution
  . This includes developing point-of-sale materials, planograms, and trade promotions that ensure the brand is visible and appealing at the point of purchase. For example, tailor promotions for modern trade vs. traditional trade as appropriate, and support the Sales team with brand decks and product training for key account presentations.
• Manage the
  brand's P&L
  , focusing on marketing spend effectiveness and product profitability. Track and control marketing expenses within budget. Use pricing and promotion levers to manage the brand's financial performance (e.g., recommend price increases or promotional discounts in response to cost changes or competitive actions) in collaboration with finance and revenue management.
• Champion
  brand consistency and compliance
  : ensure that all internal and external communications, packaging, and activities adhere to the brand's guidelines in terms of tone, look, and feel. Provide guidance and approvals to other departments or partners using the brand (like co-branding with a retailer for a promotion) to maintain a consistent brand image and protect brand equity.
• Monitor and improve key
  brand health metrics
  such as brand awareness, consideration, trial, and loyalty. Use surveys or industry research to gauge where the brand stands in consumers' minds and implement initiatives to strengthen these metrics (for instance, a campaign to improve top-of-mind awareness or a loyalty program to boost repeat purchase). Present updates on brand performance to senior management with recommendations and action plans for any areas that are behind targets.

Required Qualifications & Skills:

• Bachelor's degree in Marketing, Business Administration, or a related field. An MBA or advanced marketing training is a plus.
• 8+ years of experience in brand management or product marketing, ideally within the FMCG sector (food, beverage, personal care, etc.). Proven track record of managing successful marketing campaigns and product launches.
• Strong understanding of
  marketing fundamentals
  (the 7 Ps and how to apply them in an integrated way.
• Analytical and data-driven decision-making skills: Ability to identify trends in consumer behavior and competitor actions and translate them into brand opportunities or defensive strategies.
• Creative and strategic thinking to develop compelling brand positioning and breakthrough campaigns, coupled with
  attention to detail.
• Excellent project management skills to coordinate cross-functional teams and external agencies.
• Effective communication and interpersonal skills, with the ability to influence and lead within a matrix environment.
• Knowledge of digital marketing and social media strategies, as modern brand management requires engagement with consumers online and managing brand presence in digital platforms.
• Passion for the consumer and a deep curiosity about consumer needs and trends.