Job Description: Brand Manager Addiction Brand
Position Title: Brand Manager Addiction
Department: Marketing
Reports To: Marketing Director
Key Stakeholder Relationships
Internal: CEO, Marketing Director, Trade Marketing, E-commerce, Sales (Country/Key Accounts), R&D/NPD, Regulatory, QA, Supply Chain, Finance, Customer Service, Design/Creative.
External: Distributors, Key retail partners, e-commerce platforms, agencies, KOLs/vets/breeders, media partners, event organizers, research vendors.
Direct Reports: May include Brand Executive / Content & Community / Trade Marketing support (as applicable).
Work Location: Depending on business need.
Work Set-up: Hybrid / Remote with periodic market and HQ visits.
Job Purpose
The Brand Manager for Addiction is the owner and champion of the Addiction brand across global markets. This role drives brand growth by shaping strategy, leading integrated campaigns, ensuring best-in-class execution across digital and trade channels, and building strong cross-functional alignment to deliver commercial outcomes. You will balance global brand consistency with local market relevance, ensuring Addiction remains a premium, science-led, and emotionally resonant pet nutrition brand.
Key Result Areas (KRAs), Duties & Responsibilities
KRA 1: Brand Strategy & Growth Planning:
- Own the Addiction brand strategy and 1224 month brand roadmap aligned to company growth targets.
- Lead annual brand planning: positioning, key pillars, audience segmentation, messaging hierarchy, and market prioritization.
- Translate business objectives into clear brand initiatives across product, pricing, distribution, and communications.
- Monitor market trends, competitor activity, consumer insights, and category data to identify growth opportunities.
- Ensure brand strategy aligns with premium pet nutrition and science-backed value propositions.
Success indicators: Brand health scores, penetration and frequency growth, strategic roadmap delivery, market share lift.
KRA 2: Integrated Campaign & Content Leadership:
- Lead development and execution of 360 marketing campaigns across digital, social, e-commerce, retail, and events.
- Own campaign briefs, creative direction, and go-to-market plans in collaboration with Consumer/Content and Trade teams.
- Build a consistent, high-impact brand storytelling system (hero content, always-on, seasonal, new launches).
- Ensure campaigns are insight-led and performance-tracked; optimize based on results.
- Partner with creative/graphics and agencies to deliver premium, on-brand assets.
Success indicators: Campaign ROI/ROAS, engagement growth, content performance, share of voice, launch effectiveness.
KRA 3: Product & Innovation Support (Brand-Led):
- Serve as marketing lead for Addiction product portfolio, supporting NPD, renovation, and regional assortments.
- Define product story architecture: claims, benefits, RTBs, target audience, and packaging messaging.
- Partner with R&D, Regulatory, and QA to ensure compliant, accurate, and compelling product narratives.
- Contribute to pricing, pack architecture, and channel-specific assortment strategies.
- Drive premium shelf and PDP excellence (offline and online).
Success indicators: Sell-through, new product velocity, margin support, PDP conversion uplift, packaging readiness quality.
KRA 4: Cross-Functional & Market Execution Excellence:
- Be the primary brand interface across Sales, Trade Marketing, E-commerce, Supply Chain, and Country teams.
- Ensure local execution is aligned with global standards while adapting to market needs.
- Support channel strategy with market-ready toolkits: brand decks, launch kits, retail POSM, training materials.
- Partner with E-commerce leads to improve conversion through brand-led store strategies and merchandising.
- Track performance dashboards with clear insights and recommended actions to stakeholders.
Success indicators: Execution quality scores, retail/e-com readiness, stakeholder satisfaction, market compliance with brand standards.
KRA 5: Ad Hoc / Strategic Projects:
- Lead or support special projects such as crisis comms, rebranding initiatives, agency pitch, or new market entry.
- Represent Addiction brand in leadership reviews, key partnerships, and strategic forums.
Qualifications & Experience
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 58 years of brand management or category marketing experience; FMCG, premium food, or pet industry preferred.
- Proven experience leading integrated campaigns across digital and trade.
- Strong track record in brand strategy, positioning, and market execution.
- Experience working with multi-market/distributor models is highly desirable.
- Comfortable with data-driven decision making (brand metrics, sales, campaign performance, insights).
Core Competencies
- Brand & consumer obsession: deep understanding of premium consumers and what drives loyalty.
- Strategic thinking + commercial acumen: turns brand work into growth outcomes.
- Campaign leadership: builds sharp briefs and drives excellent execution end-to-end.
- Cross-functional influence: aligns teams without formal authority.
- High standards & agility: premium output, fast learning, quick pivots when needed.
- Clear communicator: strong storytelling and stakeholder management skills.
Performance Measures (examples)
- Brand health growth (awareness, consideration, preference).
- Campaign performance vs targets (ROAS, CAC, engagement, sell-through).
- Portfolio contribution to revenue and margin.
- E-commerce improvements (PDP conversion, basket size, repeat rate).
- Execution readiness and on-time delivery of brand plans and launches.
