Brand Manager

The Brand Manager is responsible for developing and executing brand strategies that drive business growth, strengthen brand equity, and enhance consumer engagement. The role leads brand planning, portfolio management, innovation initiatives, and integrated marketing programs while ensuring alignment with commercial objectives.

This position works closely with Sales, Trade Marketing, Supply Chain, Finance, Research & Development, and external partners to deliver sustainable growth, profitability, and market competitiveness.


Key Responsibilities:

Brand Strategy & Business Planning

• Develop and implement short-term and long-term brand strategies aligned with business goals and market opportunities.
• Lead annual brand planning, including sales objectives, market share targets, marketing investments, and growth initiatives.
• Establish clear brand positioning and value propositions that differentiate products within competitive market environments.
• Monitor industry trends, consumer behavior, and competitor activities to identify opportunities and potential business risks.
• Recommend strategic initiatives to strengthen brand presence and improve overall market performance.

Portfolio Management & Innovation

• Manage the overall brand portfolio, ensuring optimal product mix, pricing strategies, and lifecycle management.
• Lead product innovation initiatives, including new product development, line extensions, packaging improvements, and product relaunches.
• Assess portfolio performance and recommend actions to maximize growth and profitability.
• Collaborate with cross-functional teams to ensure successful product launches and commercialization efforts.

Financial & Commercial Management

• Own and manage the brand's profit and loss performance, ensuring delivery of revenue, profitability, volume, and market share targets.
• Develop sales forecasts and business projections based on market trends and demand patterns.
• Monitor marketing investments and ensure efficient allocation of budgets across various initiatives.
• Analyze business performance reports and provide recommendations to improve commercial outcomes.

Marketing & Consumer Engagement

• Lead the development and execution of integrated marketing campaigns across multiple channels.
• Partner with Sales and Trade Marketing teams to develop customer and shopper programs that support commercial objectives.
• Ensure consistent brand messaging and execution across all consumer touchpoints.
• Evaluate campaign effectiveness through performance tracking, consumer feedback, and market results.

Stakeholder & Cross-Functional Leadership

• Collaborate with internal stakeholders to ensure seamless execution of marketing and business initiatives.
• Manage relationships with advertising agencies, research firms, media partners, and other external service providers.
• Present business reviews, strategic recommendations, and performance updates to senior leadership.
• Lead project teams and ensure timely execution of key business priorities.

Qualifications:

• Bachelor's Degree in Marketing, Business Administration, Management, Communications, or related field.
• At least 5 years of experience in Brand Management, Marketing, Product Management, or related commercial functions within FMCG or consumer goods industries.
• Proven experience managing brand strategies, product portfolios, and integrated marketing campaigns.
• Strong commercial and financial acumen, including experience handling brand budgets and profitability targets.
• Excellent analytical, presentation, communication, and stakeholder management skills.
• Experience working in highly competitive consumer-driven industries is preferred.